Native Advertising and why it is great for brands and users
Consumers are done with overt advertising that isn't relevant to their interest. Indeed, Hubspot reports an average .06 percent click-through rate for display ads, which goes along with a 41 percent increase in ad blocking. Native advertising has stepped into this new advertising gap, offering advertising that's highly relevant to the target audience without the off-putting nature of overt ads. With native advertising, you work with influencers on their own website, blog or social media channels to create advertising that's interesting and useful to the target audience, simultaneously getting your advertising message across, or work with the site's editorial team to create advertising perfectly matching the site or app's context. For brands and users, native advertising is the best for both parties.
Word-of-mouth recommendations are key even in today's connected world. When you look into a new brand, you probably reach out to your social network and other peers to determine whether the company is worth your time and attention. Native advertising acts as a trusted recommendation source, as you aren't presenting your advertisement directly to your audience. Instead, an influencer promotes your product through editorial content to the audience, or you message your audience through a trusted website or app. Since the influencer or site has a trusted position with your audience, you get strong engagement. Native advertising is becoming an important part of a comprehensive online advertising campaign, as Business Insider predicts companies will spend $21 billion each year on native ads by 2018.
Native advertising comes in many forms, each of which creates an intimate context and relevance for the audience. Cosmetic companies have started leaning heavily on native visual content, working with influencers and leading cosmetic websites on make-up tutorials with product placement, celebrity look-a-like make up styles and in-depth usage guides. A technology company with a new device might get a write-up from an influencer who explains how the device works in his day to day life, or a guide on a technology Youtube channel explaining how to integrate it with other popular devices. The content is presented in the voice and style of the website or influencer, so you build on the trust foundation they already has with their audience.
Native advertising is great for your brand, because you get an engaged and interested audience. The audience wins out because they receive a trusted recommendation and relevant advertising, instead of a one-size-fits-all approach. When you see great results and you delight your potential audience, why wouldn't you want to incorporate native advertising into your campaign?