Incredible Mag

Native Advertising — The Next Big Thing

<p><span style&equals;"font-weight&colon; 400&semi;">Sooner or later&comma; everything old is new again — a famous quote by Stephen Edwin King is literally true&semi; at least in the context of advertising&period; The concept of native advertising was first introduced in 2011&comma; <&sol;span><span style&equals;"font-weight&colon; 400&semi;">but the principle has already been around for even much longer time&period; <&sol;span><span style&equals;"font-weight&colon; 400&semi;">People from 80’s or 90’s must-have remembered Reese&&num;8217&semi;s Pieces used in the movie E&period;T&excl; That smart placement of product was native advertising&period; It was presented so naturally within the content of the movie that viewers didn’t even get to know that they were being marketed to&period;<&sol;span><&sol;p>&NewLine;<p><span style&equals;"font-weight&colon; 400&semi;">Native advertising is becoming the trending topic among marketers and publishers&period; Within a short span of time&comma; it has become the hottest new traffic strategy in <&sol;span><span style&equals;"font-weight&colon; 400&semi;">digital marketing<&sol;span><span style&equals;"font-weight&colon; 400&semi;">&period; Paid advertising has been one of the essential pillars of digital marketing&period; <&sol;span><span style&equals;"font-weight&colon; 400&semi;">Marketers have been invested billions of dollars in all kinds of ads<&sol;span><span style&equals;"font-weight&colon; 400&semi;"> — display ads&comma; pop up ads&comma; and so on&period; Soon they realized that only a small portion of online users clicks on these ads&semi; giving them very minimal return from the investment&period; Native advertising provides them the opportunity to target the customers in the form they are familiar and comfortable with&period; So what is native advertising then&quest; Why is it gaining so much popularity&quest; <&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><span style&equals;"font-weight&colon; 400&semi;">To put it simple&comma; native advertising is a paid ad that fits naturally with the look and feel of the content of the media on which it appears&period; The ultimate goal of a native ad is to merge the marketing message to the content that is published on the same platform&period; This helps the advertisers to promote their brand with less distracting advertising experience to the consumer&period; <&sol;span><span style&equals;"font-weight&colon; 400&semi;">According to the latest statistics&comma; in the US only&comma; the spending amount in native advertising is increasing every year and is expected to raise &dollar;41&period;14 billion by the end of 2019<&sol;span><&sol;p>&NewLine;<p><strong>Below are some of the examples of Native Advertising&colon;<&sol;strong><&sol;p>&NewLine;<p style&equals;"text-align&colon; center&semi;"><span style&equals;"font-weight&colon; 400&semi;"><img class&equals;"aligncenter wp-image-1015 size-full" src&equals;"https&colon;&sol;&sol;incrediblemag&period;com&sol;wp-content&sol;uploads&sol;2018&sol;11&sol;a-1&period;png" alt&equals;"" width&equals;"652" height&equals;"466" &sol;><br &sol;>&NewLine;<&sol;span><span style&equals;"font-weight&colon; 400&semi;">Image source&colon; https&colon;&sol;&sol;www&period;customdesignpartners&period;com&sol;best-native-advertising-examples-2018&sol;<&sol;span><&sol;p>&NewLine;<p><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><b>Universal Types of Native Ads<&sol;b><&sol;p>&NewLine;<ol>&NewLine;<li style&equals;"font-weight&colon; 400&semi;"><b>In-feed Ads<&sol;b><span style&equals;"font-weight&colon; 400&semi;">&colon; This type of advertising is mostly seen on social media platforms&period; They look like rest of the page&&num;8217&semi;s content typically listed as &&num;8220&semi;sponsored post&period;&&num;8221&semi; In-feed ads are gaining popularity because the native content doesn&&num;8217&semi;t get merged with the other kinds of ads&period; If implemented correctly&comma; this type of ad generates ten times higher CTR as compared to other banner ads&period; <&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><span style&equals;"font-weight&colon; 400&semi;">         <&sol;span><img class&equals;"wp-image-1016 size-full aligncenter" src&equals;"https&colon;&sol;&sol;incrediblemag&period;com&sol;wp-content&sol;uploads&sol;2018&sol;11&sol;b-1&period;png" alt&equals;"" width&equals;"604" height&equals;"462" &sol;><&sol;li>&NewLine;<&sol;ol>&NewLine;<p style&equals;"text-align&colon; center&semi;"><span style&equals;"font-weight&colon; 400&semi;">Image source&colon; http&colon;&sol;&sol;sharethrough&period;com&sol;nativeadvertising&sol;<&sol;span><&sol;p>&NewLine;<p>&nbsp&semi;<&sol;p>&NewLine;<ol>&NewLine;<li style&equals;"font-weight&colon; 400&semi;"><b>Paid Search Units<&sol;b><span style&equals;"font-weight&colon; 400&semi;">&colon; These are the types of ads that appear on the top of the search engine results page&period; Such ads are designed to appear when a consumer is looking for any product or query&period;<&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><span style&equals;"font-weight&colon; 400&semi;">                <&sol;span><img class&equals;"wp-image-1017 size-full aligncenter" src&equals;"https&colon;&sol;&sol;incrediblemag&period;com&sol;wp-content&sol;uploads&sol;2018&sol;11&sol;c-1&period;png" alt&equals;"" width&equals;"650" height&equals;"387" &sol;><&sol;li>&NewLine;<&sol;ol>&NewLine;<p style&equals;"text-align&colon; center&semi;"><span style&equals;"font-weight&colon; 400&semi;">Image source&colon; https&colon;&sol;&sol;blog&period;funmobility&period;com&sol;2014&sol;08&sol;28&sol;what-are-native-ads-core-six&sol;<&sol;span><&sol;p>&NewLine;<p>&nbsp&semi;<&sol;p>&NewLine;<ol>&NewLine;<li style&equals;"font-weight&colon; 400&semi;"><b>Promoted Listings<&sol;b><span style&equals;"font-weight&colon; 400&semi;">&colon; These ads are typically used by the e-commerce portals for featured products&period; They look and behave just like standard listings but are labeled as an advertisement&period;<&sol;span><&sol;li>&NewLine;<&sol;ol>&NewLine;<p><span style&equals;"font-weight&colon; 400&semi;">                                                                <img class&equals;"alignnone wp-image-1018 size-full" src&equals;"https&colon;&sol;&sol;incrediblemag&period;com&sol;wp-content&sol;uploads&sol;2018&sol;11&sol;d-1&period;png" alt&equals;"" width&equals;"637" height&equals;"494" &sol;><&sol;span><&sol;p>&NewLine;<p style&equals;"text-align&colon; center&semi;"><span style&equals;"font-weight&colon; 400&semi;">Image source&colon; https&colon;&sol;&sol;blog&period;funmobility&period;com&sol;2014&sol;08&sol;28&sol;what-are-native-ads-core-six&sol;<&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><&sol;p>&NewLine;<ol>&NewLine;<li style&equals;"font-weight&colon; 400&semi;"><b>In-Ad with Native Element Units<&sol;b><span style&equals;"font-weight&colon; 400&semi;">&colon; These ads are similar to banner ads&comma; but the thing that makes this kind of ad &OpenCurlyDoubleQuote;native” is that the content is contextually relevant to the rest of the page&period; For instance&comma; cake companies might promote their own designs or recipes on websites that publish user-generated recipes&period; Your product image and logo design plays vital role in engagement&period; whether you create logo on your own by online logo maker or by any designer&comma; your logo plays a vital role in making your ad and brand memorable in In-Ad&period;<&sol;span><img class&equals;"wp-image-1019 size-full aligncenter" src&equals;"https&colon;&sol;&sol;incrediblemag&period;com&sol;wp-content&sol;uploads&sol;2018&sol;11&sol;e&period;png" alt&equals;"" width&equals;"634" height&equals;"454" &sol;><&sol;li>&NewLine;<&sol;ol>&NewLine;<p style&equals;"text-align&colon; center&semi;"><span style&equals;"font-weight&colon; 400&semi;">Image source&colon; https&colon;&sol;&sol;blog&period;funmobility&period;com&sol;2014&sol;08&sol;28&sol;what-are-native-ads-core-six&sol;<&sol;span><&sol;p>&NewLine;<p>&nbsp&semi;<&sol;p>&NewLine;<ol>&NewLine;<li style&equals;"font-weight&colon; 400&semi;"><b>Custom Ads<&sol;b><span style&equals;"font-weight&colon; 400&semi;">&colon; As the name suggest&comma; these are those types of ads where publishers have the option to create their own ads as per their format by defining a custom list of assets&period;<&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<img class&equals;"wp-image-1020 size-full aligncenter" src&equals;"https&colon;&sol;&sol;incrediblemag&period;com&sol;wp-content&sol;uploads&sol;2018&sol;11&sol;f-1&period;png" alt&equals;"" width&equals;"601" height&equals;"356" &sol;><&sol;span><&sol;li>&NewLine;<&sol;ol>&NewLine;<p style&equals;"text-align&colon; center&semi;"><span style&equals;"font-weight&colon; 400&semi;">Image source&colon; http&colon;&sol;&sol;barnraisersllc&period;com&sol;2014&sol;01&sol;best-native-ads-guide-native-advdertisers&sol;<&sol;span><&sol;p>&NewLine;<p>&nbsp&semi;<&sol;p>&NewLine;<p><b>Native Advertising is a hit because&colon; <&sol;b><&sol;p>&NewLine;<ol>&NewLine;<li style&equals;"font-weight&colon; 400&semi;"><b>They don’t distract<&sol;b><span style&equals;"font-weight&colon; 400&semi;"><span style&equals;"font-weight&colon; 400&semi;">&colon; Customers hate bad ads either because of the distractions or because of false information&period; When consumers do web surfing&comma; they are either looking for entertainment or solutions to their problems&period; They are technically not always looking for a new product or services&period; For instance&comma; if a person is looking for a video on how to cook pasta and suddenly a pop up shows up highlighting the website from where he can buy pasta&period; This will disturb his&sol;her experience and raise negative feeling resulting in either leaving the site or feel irritated&period;<&sol;span><&sol;span>&nbsp&semi;<&sol;li>&NewLine;<li style&equals;"font-weight&colon; 400&semi;"><b>They know their audience<&sol;b><span style&equals;"font-weight&colon; 400&semi;">&colon; Ads are not for your brand but your audience&period; Therefore&comma; it becomes necessary for you to know your audience well to create a compelling ad that can leave a lasting impression on them&period; For instance&comma; if a <&sol;span>packaging design company<span style&equals;"font-weight&colon; 400&semi;"> wants to promote its services among product manufacturers&comma; a native ad featuring &OpenCurlyDoubleQuote;How brands fail because of bad packaging design” paired with an offer to choose your product for service will be more effective than a direct call to action landing at your website&period;<br &sol;>&NewLine;<&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><&sol;li>&NewLine;<li style&equals;"font-weight&colon; 400&semi;"><b>They are great for branding&colon; <&sol;b><span style&equals;"font-weight&colon; 400&semi;">Native advertisement provides an excellent opportunity for brands to share their brand story&period; The combination of headline&comma; image&comma; destination URL&comma; logo&comma; etc&period; allows brands to communicate their message clearly&comma; give extra information on the benefits&comma; values&comma; and story behind the product or services&period; <&sol;span><&sol;li>&NewLine;<&sol;ol>&NewLine;<p><b>Future of Native Advertising<&sol;b><b><&sol;b><span style&equals;"font-weight&colon; 400&semi;"><img class&equals;"wp-image-1021 size-full aligncenter" src&equals;"https&colon;&sol;&sol;incrediblemag&period;com&sol;wp-content&sol;uploads&sol;2018&sol;11&sol;g&period;png" alt&equals;"" width&equals;"606" height&equals;"437" &sol;><&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><span style&equals;"font-weight&colon; 400&semi;">According to <&sol;span><span style&equals;"font-weight&colon; 400&semi;">BI Intelligence<&sol;span><span style&equals;"font-weight&colon; 400&semi;">&comma; the significant growth of native advertising will be on mobile&period; It is estimated that 63&percnt; of mobile display ad revenue will be generated through native ads by 2020&period; Since customers are sharing more content on social media platforms&comma; companies will continue to spend more into these platforms&period; According to the estimates&comma; there is 20-60&percnt; more clicks and shares on mobile native ads than mobile banner ads&period; The programmatic networks and exchanges like Yahoo&comma; Google&comma; and AOL will automate the ad buying process that can help the advertisers to achieve the large scale from their native campaigns&period; <&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><span style&equals;"font-weight&colon; 400&semi;">In European countries also it is expected to grow 156&percnt; by 2020<&sol;span><span style&equals;"font-weight&colon; 400&semi;">&period; In mobile native advertising&comma; the forecast estimates a future to spend €8&period;8bn &lpar;£6&period;8bn&rpar; in 2020&period; In social networks&comma; native advertising spends will increase to €6&period;3bn &lpar;£4&period;92bn&rpar; in 2020&period; In-stream video is set to double from the current €2&period;4bn &lpar;£1&period;87bn&rpar; to €5&period;1bn &lpar;£3&period;98bn&rpar;&period;<&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><b>Conclusion&colon;<&sol;b> <span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><span style&equals;"font-weight&colon; 400&semi;">It is clear that native advertising will be very promising for the future&period; When it comes to delivering the relevant content to the right audience&comma; this is where the native advertisement takes a lead&period; If you want to stay ahead&comma; start tracking the number of shares and engagement on your content&period; If you are getting an engagement from the relevant audience&comma; it means you are in a great situation&period;<&sol;span><span style&equals;"font-weight&colon; 400&semi;"><br &sol;>&NewLine;<&sol;span><&sol;p>&NewLine;

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