Native Advertising – Advertise in a familiar environment

Native Advertising - Advertise in a familiar environment

The definition of native advertising is quickly explained – but the opportunities and potential of native ads only become clear on closer inspection. Upon closer examination, no one can deny that this is one of the most talked about options for ad campaigns – but everyone will have an opinion.

But one by one.

What is Native Advertising? – Define.

Native advertising is also called “advertising in a known environment” (source: Wikipedia). These are digital media advertisements that look like editorial content. The word “indigenous” comes from the Latin (nativus) and loosely translated means “natural” or “familiar”. Advertising, on the other hand, is another word for “advertisement”.

If you want to be shown what native advertising is, the following explainer video is for you:

Why is native advertising so exciting?

Let’s face it: at the end of the day, this is editorial advertising. The word itself is explosive, because independence is above all editorial content – every journalist has pledged to it – much like how doctors take the Hippocratic oath. In recent years, however, things have been made even more difficult by the fact that website users have become banner ads and there has been no incentive to click on “classic” ads. Since website operators – mainly publishers – earn money by clicking on advertisements, something “new” had to be found. What if we adapt and design advertising in such a way that the user perceives it as added value and no longer as annoying advertising? What if we label this content as native advertising to clearly indicate that it is natively integrated? Anyone who follows this idea immediately asks themselves the following question: how to integrate native advertising or native advertisements so that they do justice to all sides – the advertiser who wants to make his product/service known, the publisher who wants his website has to monetize and the journalist who is supposed to create the content and sits between two chairs.

We know it works. Because every publisher has native advertising in their advertising portfolio. But how exactly did the people involved master the balance between the challenges? Which formats meet the above conditions?

Format I – Native Ads aka Text-Image-Ad.

One form of native advertising is classic text-to-image advertising. This is also known as native advertising. Easy to implement and build on your own with tools like Taboola, Ligatus or Outbrain in the self-service area. When using a large media budget, the tools are also supported. Advertiser content is placed on defined media in the classic post format, as we know it from Facebook and Google. These teaser texts then lead to content on the advertiser’s website.

The special feature: the texts and images are adapted to the target group depending on the medium. This method can be used to embed existing content in other websites as sponsored content. Both users and advertisers benefit: the added value is that the advertiser’s content is thematically integrated in such a way that the website user can move from one content that is relevant to him to another. It thus remains in a thematically homogeneous space. The advertiser has the advantage of being able to significantly increase its reach by integrating it into different media.

Here are the pros and cons of this form of native advertising:

Format II—Native Advertising.

Native infomercials are advertisements designed by website operators in such a way that they can hardly be distinguished from the actual journalistic content (editorials) on the website. In this case, we are talking about (native) infomercials. It is therefore an advertisement in the form of a current article on the site. The known environment consists of the articles of the website in which the content is embedded. The infomercial therefore benefits from the notoriety of the site and is considered valuable – provided that it contains added value. In addition to individual advertorials, entire topic universes can also be created. Important for all content: Labeling with “Sponsored Content” or “Advertising”, as in this example:

This thematic world has its own navigation. The word “advertising” is built in small above – and only there. The rest fits perfectly into the corporate design of the site.

We have thus highlighted two central advantages of advertorials: On the one hand, the content is perceived as website content. Not only from website users, but also from AdBlockers. On the other hand, advertisers benefit from the reputation and trust of users in the website.

Here are the pros and cons of this form of native advertising:

In both cases, we play with the fact that the content is prepared accordingly and that the user perceives the ads as more relevant than if the ad was immediately registered as such.

Now I have written the words “content” and “content” several times. The question therefore arises as to whether native advertising is a discipline of content marketing.

What does native advertising have to do with content marketing?

With content creation, the long-term usefulness in particular is repeatedly emphasized and presented as a great advantage. With this article, I don’t want to question the approach. Going one step further, your business blog content can already generate (new) website visits. So why wait for Google’s crawler to pass in 6-8 months and classify content as viewable and promote viewability index? The content is there. So why not initiate the distribution yourself?

Native advertising as part of the content strategy.

Native advertising is not part of the content strategy. However, it should be understood as a media distribution tactic to achieve KPIs. The opportunity lies in placement on media that cannot be used elsewhere. An increase in range is the result, which has a positive effect on targets. The effects are clearly visible in your scan tool at the latest.

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