It’s no secret, it’s not new, but it’s definitely becoming increasingly important in the ad business. Native advertising is projected to grow massively in 2015, but chances are you’ve already been introduced to several examples of this without you even realising it. But let’s start at the basis; what is native advertising?
Basically, that’s what it is. Articles, videos, infographics.. Anything that can be created by a content producer, corporations can buy, and publishing platforms can promote. What’s really important in native advertising is that the content aligns with the site’s editorial style and tone, and is relevant to the place of publication. A good native advertisement doesn’t stand out from other publications – it blends in. It is what visitors expect to see on the site they’re on.
That is also what makes this such a powerful form of advertising. Impressions can be made without consumers even knowing it is happening to them. Additionally there are – as of yet – no real regulations or guidelines on how a publisher has to label a native ad.
Example: Fidelity Investments ad on Forbes
This is an example of native advertising done right. Although it is quite clearly a branded article and written from the angle of Fidelity, it is exactly the type of article Forbes has been posting on their website for years. It blends in.
Additionally, this article contains some very relevant and valuable information for the reader, outlining pros and cons of both monthly payment and lump sum pension buyout options, backed up with hard numbers about inflation rates and how accepting a pension buyout offer can affect your tax status. Content marketing that revolves around the customer; supplying valuable content or information and associating your company with that content.
Reserving a larger part of your marketing budget for native advertising will be a solid win for your brand. Make sure you add value for the consumers, blend in with the rest of the content at the place of publication, and make known that your brand is associated with the supplied information and/or content! For more reading on this visit this post on Marketingfacts.nl (Dutch), in which the writer analyses the effects of native advertising and compares that to other advertising types.