Posted at Nov 30, 2018 10:00:00 AM by THAT Agency | Share
If you're like most marketers, any new opportunity that comes your way is one that should at least be explored. After all, how will you know what works and what doesn't until you take a hard look at what's available? One of the hottest trends in marketing is native advertising, and understanding where it fits in the mix is essential before you dive in.
What is Native Advertising?
Native advertising is a kind of paid media where the ad seems to fit with the content. If you've ever clicked on a helpful article only to later realize that it was a piece of sponsored content, you've encountered native advertising.
Brands pay to have an article written and then featured on a site with similar articles. Nike, for example, might create some helpful content that is later featured on ESPN. Many companies are using it quite successfully today. In a partnership with the New York Times, Airbnb created an interactive online experience about Ellis Island, offering information about the history of travel and what immigrants found when they landed.
Brands are finding some real success in this arena too. A Business Insider article, for example, found that native ads will be responsible for 74% of ad revenue by 2021. The real question, though, is whether it's worth it for your business.
The Benefits Of Native Advertising
Native advertising could generate great returns for your company. It means cleaner, less costly advertising that includes those shopping links that could drive business up. It's also content-centric, something search engines like Google have been pushing for years. It can help a business connect with users in a way other advertising just can't, and it's ideal for mobile users. How can you find some native advertising opportunities?
The Native Advertising BUT . . .
The key with native advertising success is that you get a better understanding of what works. Begin by creating something authentic; it has to be relevant to the surrounding content. You'll also want to ensure that it's interactive and accessible for mobile users. Integrate new technologies like virtual reality, but ensure that you're creating a relatable story for potential buyers.
Finally, while native advertising certainly isn't going to disappear, it's not going to take over the market either. Ensure you build a good mix of digital marketing techniques and tactics to drive you towards your business-building goals.