Native Advertising and the Blurred Ad-Content Line

Posted on by Chief Marketer Staff

By L. Jasmine Kim

Since the days of “Mad Men,” the aim of advertisers has always been to create content that anticipates their audience’s immediate needs and interests.

In today’s market, that means native advertising. Brands are looking to position their messages in ways that are less intrusive. They want to more seamlessly integrate themselves in the user experience instead of paying for online banner ads that can be easily ignored. Presenting ads and sponsored content in the “native format” so that the advertising message can be seen within the content stream is crucial

With native advertising, the traditional lines between content and advertising are blurring—and this has raised concerns at some traditional news organizations that understandably want to maintain their editorial credibility. Advertisers and brand marketers want to retain their clientele and attract new ones, so they’re cautious when dipping the proverbial toe in the native advertising water.

buzzfeedHere are some points to consider:

  • Successful brands are incorporating it and using it – for example, sites like BuzzFeed have pioneered a new type of customized “viral content.” This incorporates the advertiser and brand’s content along with the publisher’s content, and can be easily shared on social media. They have created colorful and engaging lists of humorous or inspiring photos and animated GIFs, with minimal text commentary. Many of these BuzzFeed articles are pieces of sponsored content that generate brand awareness and traffic for BuzzFeed’s advertisers, but most people who share these articles don’t realize—or care—that what they are sharing is technically an “ad.”
  • Often, native advertising works best when it does not have an explicit agenda connected to a brand. For example, this BuzzFeed piece, “10 Beautiful Places in the World that Actually Exist” is sponsored by Pepsi NEXT. It has a message (exploring exciting new places) that is somewhat related to the overall brand messages of the soda, but the content is not clearly advertising for a specific product. Instead, the content benefits the users (by giving them a series of beautiful photos to enjoy) and the brand benefits by getting residual traffic and brand halo effect from people clicking the link to the brand’s website or following the brand on Facebook or Twitter.
  • The efficacy of banner ads is in an overall decline. Brand managers need to understand they can’t often expect their marketing messages to “go viral” on their own. Instead, for the best outcome, brand marketers should utilize native advertising by attach their messages (in a subtle, often barely noticeable fashion) to content that is more likely to be shared with a wider audience on social media.
  • Native advertising is working better than other forms of online advertising. Did you know people spend almost the same amount of time reading native ad content as they spend on editorial content, and according to recent statistics from a variety of industry surveys, native ad content delivers stronger engagement rates than other forms of online advertising.
  • Sponsored content is not just for viral photos and upstart websites – native advertising has gone mainstream with major established media companies such as Forbes (which, according to this news release, expects 30% of its total 2014 advertising revenue to come from its BrandVoice sponsored content program), Yahoo! (which offers Stream Ads that naturally blend into the overall content stream on sites like Yahoo! News, and Image Ads that use HD images for brand storytelling on Yahoo! properties such as Flickr on photo slideshows), and even the New York Times.
  • Native advertising is an ideal fit for the new realities of mobile advertising. According to a report from BI Intelligence, mobile ad spending was up 83% in 2012, to $8.9 billion globally. Several industry studies have shown that native mobile ads deliver an average expansion rate/click-through rate of 1.37%, compared to average click-through rates of 0.35% for standard mobile banner ads, 0.14% for desktop rich media ads, and 0.1% for standard desktop banner ads.
  • As more audiences draw their preferred news and content via social media platforms, social media is another key driver in the trend toward native advertising. As Facebook, Twitter, and other social media are viewed by an ever-expanding audience, the advertising message must be incorporated in the native format, in the content feed of Facebook and Twitter, for it to be seen by the users. Native advertising makes it easier to surgically target relevant audiences within the stream of content on Facebook and other social media sites.

What will your strategy be? Native advertising is a major growing force in the future of online marketing, as the online marketing environment continues to evolve in a way that delivers more of what users want: engaging, relevant and native content. By making their native ads and sponsored content relevant, engaging, and worthy of sharing with others, brands will create greater brand awareness and affinity, leading to higher clickthrough-rates, engagement and profits.

 L. Jasmine Kim is CEO of MobSoc Media llc.

 

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Chief Marketer Awards

Fusion Marketing - Gold Velcro Industries - Gold Pringles - Gold Bud Light - Gold Bud Light - Gold Target - Gold Coca-Cola - Gold Coca-Cola - Gold HISTORY - Gold Denny’s - Gold Ford Motor Co. - Gold Cottonelle - Gold Intel Corp. - Gold Intel Corp. - Gold Miller High Life - Gold McDonald’s Corp. - Gold Poland Spring - Gold REI - Gold Game of Thrones - Gold Kingsford Charcoal - Gold Pernod Ricard USA - Gold Breathe Right Nasal Strips - Gold Lincoln Motor Co. - Gold Coca-Cola - Gold Mike’s Hard Lemonade - Gold National Football League - Gold Google Asia Pacific - Gold Piper-Heidsieck - Gold 2014 Show Your Joe Campaign - Gold Nike - Gold Cîroc Ultra Premium Vodka - Gold Kmart - Gold Kmart - Gold Coca-Cola - Gold Cotton Inc. - Gold Nike - Gold Malibu Rum - Gold Hostess Brands LLC - Gold HBO - Gold Prevacid 24HR - Gold Samsung Mobile USA - Gold Cîroc Ultra Premium Vodka - Gold Frito-Lay and PepsiCo - Gold Hewlett Packard Co. - Gold FX Television Network - Gold Captain Morgan - Gold American Express OPEN - Gold HBO - Gold Corona Extra - Gold AT&T - Gold World Vision - Gold Gillette - Gold Pantene - Gold Porsche - Gold Duracell - Gold Corona Extra - Gold Microsoft - Gold Cottonelle - Gold Chicago Shakespeare Theater - Gold HBO - Gold Crown Imports - Gold Samsung Mobile USA - Gold The Clorox Co.
 - Gold Pepsi Co. - Gold Oreck - Gold Jockey International - Gold The Art Institutes - Gold Monster Worldwide, Inc.
 - Gold Pepsi Co.
 - Gold HISTORY - Gold MillerCoors - Gold Time Warner Cable - Gold Frito-Lay - Gold American Express OPEN - Gold AT&T - Gold MillerCoors Foster’s - Gold Microsoft Windows - Gold ConAgra Foods, Inc.
 - Gold Coca-Cola - Gold Nestlé - Gold Ford Motor Co.
 - Gold

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM