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
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