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What is Native Advertising and how to do it right


What is Native Advertising? What are native contents? Find out how to structure a native campaign to get results.

The Native Advertising is a form of advertising that toppled the concept of traditional advertising. Unlike the latter, which aims to distract the reader from the content in order to better communicate the advertising message, Native Advertising has the purpose of not diverting the attention of the reader by immersing the advertising within the context.

Let's find out together more in detail what Native Advertising is and how it is done .
What is Native Advertising

Native Advertising, or native advertising , is a form of contextual online advertising that hybridizes and camouflages the content and advertising messages within the editorial context in which they are placed, presenting advertising as a natural continuation of the editorial content that hosts it. .

The ads or, more generally, the native advertising contents are fully consistent with the content of the page, with the design and behavior of the platform that hosts them, so that the user who sees them simply perceives them as part of it.

The ultimate goal of the Native Advertising is making the least intrusive advertisement for the user and circumvent the so-called as banner blindness (or banner blindness ), that is the cognitive process by which users, increasingly targeted by advertising banners, tend to ignore more or less consciously everything they perceive as an advertising message.

Nonetheless, unlike the Advertorial (which tries to mask advertising content as editorial articles about products or services), native advertising makes it clear that it is sponsored content and also who sponsors it.

The examples of Native Advertising

The most popular formats of Native Advertising are six and, specifically, they are:
·         In-feeds , such as sponsored articles on websites and social adv;
·         Sponsored ads on search engine pages;
·         Recommendation widgets , that is those advertising links at the bottom of the articles published on a site, which recommend similar or related content;
·         Sponsored lists , ie lists of products of companies included in sites that do not have editorial content and have a link with a company landing page , but which are created in order to adapt to the browsing experience of the site;
·         In-ad , i.e. Advertising containers placed outside the flow of editorial content, but which present contextually relevant content within it;
·         Custom , that is, all those forms of native advertising that do not fall into the previous formats.

How to do Native Advertising: the advice

One of the main requirements for a native adv campaign to be effective is choosing the right format .
Regardless of the format, however, it is equally important that the native advertising campaign is omnichannel , i.e. multichannel, in such a way as to be able to exploit all channels on all possible devices.

It is also necessary to make sure that the tone of voice and the communication style is truly consistent with the context in which the native advertising is inserted.

In addition to these three specific tips on Native Advertising strategies, it is good to keep two other more general tips in mind, valid for any advertising campaign: it is in fact important to set a realistic and measurable goal and, consequently, measure and optimize the campaign.

Read Also: Search Engine Positioning

SEO Off Site: meaning and strategies

CRO and e-commerce: how to increase purchases

Up Selling and Cross Selling: what they are and how to make good use of them

Brand Awareness: what it is and how to improve it

How to write a successful business plan

How To Use Your Blog



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