What is native advertising and how does it work
What is native advertising
Already in 2016, studies had shown that 52% of readers are ready to trust native advertising versus 34% of those who still pay attention to advertising banners. Emarketer claims that within a year, investment in native advertising will increase to 13 billion euros compared with 5 billion in 2015.
Reasons why native advertising is so popular
A native article helps establish trusting contact with a website visitor. After reading a useful post, it's easier for them to make a decision in favor of a company that has unobtrusively presented its services.
Native advertising is good because it gives the reader information upon request and unobtrusively offers a product.
Native advertising formats
For example, the well-known information platform Buzzfeed published an article "11 Impossibly Cool Facts You May Not Know About Your Eyes." Many readers immediately notice the mention of contact lens manufacturer ACUVUE. But the information is so interesting that this fact does not spoil the perception of the text.
This is a page from a magazine that describes interesting facts about oysters. In the end, Guinness beer is shown, which is combined with these same oysters.
When is native advertising effective
The Stackadapt agency proposed a formula for calculating the return on investment in native advertising:
To avoid this, you must follow the rules for creating native posts:
- advertising should not be annoying;
- advertising cannot distort information published on the page;
- advertising should smoothly fit into the content of the text without sudden transitions from one topic to another;
- you can use a call to action at the end of a post or text. Is it mandatory to use it? In each case, the representative of the advertised brand decides;
- the advertising message should not be too bright and intrusive;
- the subject matter of the advertisement must coincide with the website where it is published;
- advertising posts should stand out among informational ones.
Another good example of advertising that is organically integrated into useful content is the article "11 Things You Didn't Know About The Apollo Missions". In 2014, America celebrated the 45th anniversary of its first flight to the moon. On this occasion, an interesting article about the lunar expedition was published in the Thrillist online magazine. The text tells about the astronauts landing on the moon.
General Electric is directly involved in this event whose engineers developed costumes for American astronauts. The article also announced a limited edition of sports shoes released in honor of the anniversary. As a result, the entire collection of shoes was sold out a few minutes after the publication of the article.
Studies by popular marketing agencies show that native advertising will eventually displace annoying banner advertisements that people are paying less attention to.
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