Sunday, 13 April 2014

Going Native

There’s a new buzzword in town, and it’s all about going native. No, I’m not talking about Tarzan, I’m referring to the latest trend in marketing…or should I say the latest re-discovered trend.

Because here’s the first revelation – native advertising is nothing new. It’s simply gone through a bit of a rebrand. I’m the same as most marketers when I first come across a new term being used in every other article I read, and simply google it until I’ve worked out exactly what it means. 

So to explain native advertising in the simplest way, it is basically a directly paid opportunity. If an ad hasn’t paid to be there, it’s not native.

You are 40.17 times more likely to have twins
than you are to click on a banner ad
It is also usually content based, with information that is useful, interesting and highly targeted, and is delivered in-stream. To be a native ad, it cannot disrupt the user experience. The purpose of a native ad is to offer relevant content to a user who is already highly engaged, as opposed to a flashy banner ad with your company’s logo. Some broad examples of native ads would include paid search units on Google, promoted listings on Twitter and sponsored content updates on LinkedIn. 

With content led marketing taking centre stage in recent years, this form of advertising has naturally grown in popularity, often with brands creating their own content to support their native advertising programmes. This is also supported by the evolution of social media, and the way in which our audiences are increasingly engaging with content through likes, shares, trends etc.  From a brand perspective, it is the most viable solution to the ’death’ of banner ads. 

Wondering how and why to use it? Consider it part of an overall content-led marketing strategy. Often a company’s own content will be delivered via their own channels such as email, blog posts, social media accounts etc. Native advertising is simply the term used to describe the delivery of content through a paid channel instead. It gives you the chance to repurpose your content, and to ‘borrow’ a bit of brand credibility from a media property. 

No comments:

Post a Comment