Native advertising is a form of online advertising that is designed to blend in with the surrounding content on a website. The goal is to make the ad look and feel like a natural part of the website, rather than something that is obviously an advertisement. This can make it more appealing to users, and can also help to increase the chances that the ad will be clicked on. Examples of native advertising include sponsored posts on social media, sponsored content on news websites, and in-feed ads on mobile apps.
One example of a native advertising campaign is a campaign run by Netflix on the New York Times website. The campaign promoted the Netflix show “Stranger Things,” and featured a sponsored article on the Times website that was written in the style of an investigative piece. The article explored the “mysterious disappearances” in the show and was accompanied by a video trailer for the show. The campaign was a success, driving significant engagement and increasing viewership of the show.
Another example of a native advertising campaign is a campaign run by GE on the Business Insider website. The campaign promoted GE’s renewable energy initiatives and featured a sponsored article on the Business Insider website that was written in the style of a news piece. The article explored how GE’s renewable energy initiatives were helping to power the world and was accompanied by a video. The campaign was a success, increasing awareness of GE’s renewable energy initiatives and driving engagement with the brand.
A third example of a native advertising campaign is a campaign run by Coca-Cola on Snapchat. The campaign promoted the Coca-Cola brand and featured a sponsored lens on the Snapchat app that allowed users to take a photo or video of themselves with a Coca-Cola bottle. The campaign was a success, driving significant engagement and increasing brand awareness among Snapchat users.
- Native advertising can be a cost-effective way for brands to reach their target audience. Because native ads blend in with the surrounding content, they are less likely to be ignored or skipped over by users. This can help to increase the chances that users will engage with the ad and ultimately convert into customers.
- Native advertising can be a great way to build trust with your audience. Because native ads are designed to blend in with the surrounding content, they are less likely to be seen as intrusive or annoying. This can help to build trust with your audience, as they will be more likely to engage with your ad if they feel that it is relevant and valuable to them.
- Native advertising can be highly targeted. Many platforms that support native advertising, such as social media and news websites, have sophisticated targeting capabilities. This allows brands to reach the right audience at the right time, increasing the chances that the ad will be effective.
- Native advertising can be highly measurable. Many platforms that support native advertising provide detailed analytics, which can help brands to understand how their ads are performing. This can help brands to optimize their campaigns and improve their ROI.
- Native advertising can be highly creative. Native advertising allows brands to be more creative with their campaigns and create ad formats that are tailored to their specific goals. For example, a brand could create a sponsored article that tells a story, a sponsored video that educates or entertains, or a sponsored quiz that engages their audience.
When it comes to creating a successful native advertising campaign, it’s important to choose the right platform, create compelling content that aligns with your brand’s message, and to use the targeting capabilities of the platform to reach the right audience. Additionally, it’s important to measure the performance of your campaign and make adjustments as needed to optimize your ROI.
It is also important to note that while native advertising can be a powerful tool, it should be used responsibly. Brands should always be transparent with their audience and disclose when content is sponsored. Additionally, brands should ensure that their native ads comply with all relevant laws and regulations, such as the Federal Trade Commission’s guidelines for native advertising.
One common format for native advertising is sponsored content. Sponsored content is a type of native ad that appears in the form of an article, video, or other form of content. These articles or videos usually have a similar format as the editorial content on the website, and often include a “Sponsored” or “Partner” label to indicate that it is an advertisement. A good example of this is the Netflix campaign I mentioned earlier, where the “Stranger Things” show was promoted through a sponsored article on the New York Times website.
Another common format for native advertising is in-feed ads. In-feed ads are native ads that appear within a social media feed, such as in Facebook or Instagram. These ads often take the form of sponsored posts and look similar to the organic posts on the platform, but they include a “Sponsored” label to indicate that they are an advertisement. A good example of this format would be an Instagram post by a fashion brand, which features a product and a link to their website.
A third format is the native display ads, these are the ads that appear on websites and they look like part of the website. They can be in the form of image or video and they can be placed in different sections of the website like the header, sidebars or footers. A good example of this format would be an advertisement from a car brand that appears on a news website’s sidebars, which features a video of their latest model.
It’s worth noting that there are many other formats for native advertising, such as sponsored search results, native video ads, and even virtual reality ads, these formats are becoming more prevalent as technology advances. The key with native advertising is that it should blend in with the surrounding content, and not be disruptive, while being labeled as advertising.
In general, native advertising can be an effective way to promote a brand or product, as it allows the advertisement to blend seamlessly into the surrounding content and can be less obtrusive than other forms of online advertising. Additionally, by choosing the right platform and creating compelling content, brands can increase their chances of success.