The native advertising is an advertising technique that involves inserting visual and contextually integrated advertising messages in a digital environment by eliminating the most of the differences between media content and advertising message. Native advertising is a form of advertising that is booming. The main difference between native advertising and traditional advertising is that native ads are designed to integrate seamlessly into the content of the medium where they are displayed, thus avoiding the intrusiveness that advertising communication had not become accustomed to. Today’s post is about this subject, focusing on the types of native ads that exist mainly.
Native advertising is nothing more than an adaptation to the digital age, of old formulas such as “advertorial” (infomercials) and “infomercials”.
Its basis is the creation of content to be published in digital editions of traditional media, blogs and social networks, camouflaged as if they were reports.
Native Advertising: The Boom of Native Ads
Along with the programmatic advertising, native ads stand as one of the most relevant advertising communication revolutions of recent times. Also included in this ‘select’ group are social ads or non-native social advertising, such as Facebook ads that are integrated into the timeline.
We could say that the native advertising is both an aspiration as a distinct set of formats and advertising products. It is an aspiration for the concept that surrounds them: most advertisers and publishers aspire to offer paid advertisements (advertisers to ensure their publication and some control, while editors to monetize their sites) that fit perfectly with the content Of the medium where they are published and without deceiving the audience. The objective is not so much that they go unnoticed at all, so they are often marked as “Sponsored” or “Promoted”, as well as their practically perfect integration with the context that surrounds them in terms of content and layout.
In fact, as I said in the introduction, one of the characteristics of so-called native ads is that they are integrated into the design of the website and maintain the consonance of the same, without presenting itself as an intrusive form of advertising, such as the one we are all Accustomed (pop-up’s or banners that have nothing to do with the content of the page). Similarly, these types of ads are designed to respect the behavior of the platform so as not to worsen the user experience.
The advantages offered by native advertising:
- It generates positive and favorable associations around the brand when dealing with issues that are in some way related to it.
- By being able to leverage in a variety of formats unique as the one that allows the internet and the digital environment, it acquires greater relevance and importance for the user making its impact is better and more effective when compared to the banners.
- It allows audiences to share sponsored content on social networks (if content generates value people will share it).
- It educates potential customers and builds confidence from content.
- Unlike display advertising that can achieve a large reach and a large number of impacts but at the same time generate few clicks in relation to the times the ad is shown (low CTR), native advertising may have a less broad scope, but Much more significant in an audience.
- From a different perspective to that of advertisers, this type of advertising is also favorable for the media, since the content generated by the native advertising is done taking into account the tastes and interests of the audience, then if this benefits The same, also benefits the media that are the “owners” of the same.
Native Ad Types
There are basic types of native ads that we can clearly differentiate in terms of design, functionality, integration with context and other relevant factors.
These native ad units that integrate into a social network feed or other platforms. Probably you know you sound the Facebook ads you see on your timeline? Well, it’s an example. Or Twitter ads, such as tweets promoted.
Paid Search Ads
Who were the first to experiment with the so-called native ads? Well – how not – internet searchers. In fact, Adwords or Bing ads are perfectly integrated with the content – in this case, the search results – only differentiated by the color and a text that identifies them as advertising.
This is a form of native advertising in which a paid advertisement or payment link is displayed using a widget. Normally the link directs to an external page of the site where the widget appears and does not have a commonly defined space in all the media, in the sense that in a medium you can find a widget in the home and another in a Landing concrete.
Usually, these are advertisements whose most habitual presence is not on websites with editorial content, although this does not mean that they never appear on such media. In this sense, they integrate perfectly in the context with expressions that warn of their presence, as for example is the case of the term “Advertising” of ads on the Google Display Network – which sometimes appear with the typical Google Adsense icon – or the well-known “Promoted Products” from Amazon.
In reality, the boundaries of native advertising are endless if a medium and an advertiser agree. They can decide that an ad will appear, among other spaces, in all the times that a page not found appears.
Tips for doing Native Advertising
Content: the key to Native Advertising is content. After all, it is a question of presenting digital advertising as if it were a content more than the media itself, so it must be relevant content, of interest and related to the editorial line of the medium.
Liquid adaptation: native advertising has to be adapted and optimized for different devices from which the user accesses the content. Especially if it’s about native video advertising.
Engagement: the new value of digital advertising is the engagement. Luck is always necessary in this regard, but it is clear that a good story helps the user to get hooked.
What’s the difference between branded content and native advertising?
In both cases, there are sponsored content for a brand that is inserted into a media outlet.
The Branded Content is a content of interest to the user, created by the brand and that without advertising aspect, transmits its values. This format can be distributed by own means, where the brand has full control (the web, social channels, apps), earned media (media that cover the news without consideration) or paid media (where you could frame the advertising native ).
Native Advertising in social networks
How to include native advertising on social networks? It is true that the most used, today, is to include native messages in the editorial media, either as sponsored articles or posts in blogs but, what about social networks? Each time, more advertisers decide to bet on these new social media with so much impact to include their native messages.
- Facebook: This type of advertising format can be found, since last year, in the Facebook newsfeed. The increase of this type of ads in the social network can be verified by analyzing the latest data. Last year, the Branded content on Facebook accounted for between 5% and 10%, which translates into 60% of total company revenue in the same year.
- Google: The search engine used by most users this advertising format introduced through TrueView in Youtube. In this way, many of its advertisers have managed to surpass the ratio of 4% of CTR. Everything a success.
- Twitter: Twitter was one of the first social networks to include this type of native messages. In this way, advertiser brands can hire up to three different ads; Promoted Trends (Sponsored and appearing just above Trending Topics country news) Tweet Cards (appear related in some tweets to complete the information about certain products with images and descriptions) and Lead Cards (similar to Tweet Cards but also , Allow advertisers to interact with followers of a particular product).
- LinkedIn: From July 2013, decided to include native Linkedin messages in this social network created to promote the professional profiles of their users.
- Pinterest: Some of his famous pins are sponsored by advertisers. This is how Pinterest includes native messages in the social network and making them available to all its users.