Native Advertising is paid advertising in an online publication that looks like the publication’s editorial content. For example, the first listings you see on most Google searches are ads, but are designed to look just like an organic search result.
Goals of Native Advertising
Brand image is developed over time through advertising campaigns with a continuous theme, and is validated through the consumers’ direct experience. Native advertising has two goals:
1. Placing a brand image in the consumers’ minds
2. Urging consumers to take one particular action
What are the Benefits of Native Advertising?
The world is covered with different types of advertising. Consumers are very perceptive and recognize it from far away. They avoid ads like the plague and question the truth within the advertising.
Native advertising battles both of these issues. It masks the marketing messages by looking like the content around it. In this way, the ad is seen and heard by the consumer.
This merging effect makes it more likely that these ads will be recognized as editorial content leading to two major benefits:
- A much greater probability that the ads will be watched, read and heard; and
- A larger chance that the faith that consumers have in the publisher will reflect on the brand.
Is Content Marketing Native Advertising?
Many people feel that native advertising looks an awful lot like content marketing. While both content marketing and native advertising both use content strategy, they are not the same.
Content Marketing is organic – non-paid advertising. A company must pay for a spot to be considered native advertising. Content marketing is not advertising. It is simply promoting content for visuals.
The Bottom Line on Native
Native is a rapidly growing marketing tactic that provides a much greater probability that the ads will be watched, read and heard, and a larger chance that the faith that consumers have in the publisher will reflect on the brand.
However, it could have a gloomy side. Often, consumers are fooled into believing that the ad is regular editorial content.
Publishers and brands must draw a clear line between native ad and editorial content. When consumers make it their priority to be aware of that clear line, it is a success for all parties.