You have happened so that you read an interesting fascinating article, and then suddenly you realize that this is not an article at all, but only skillfully veiled advertising? How did you feel at that moment?
Perhaps the read has caused you positive emotions and formed a good opinion about the advertised company. But it is also likely that you felt deceived - after all, you spent a few minutes of your life reading an ordinary advertisement. All this is the trick of a phenomenon called native advertising.
What is native advertising?Native advertising (from English. native advertising) - this is a "natural" advertising: it takes the form and characteristics of the platform on which it is located. It does not look like a regular advertisement, therefore, in theory, it should not cause a feeling of rejection in readers, and also helps to avoid the phenomenon of banner blindness.
Native advertising captures the world, you can see it on almost all existing advertising platforms: on the radio, announcers speak well of the product whose producers sponsored the program; in commercials, the goods are subject to examination or occasional passersby respond; Mimics to editorial advertising is published on various websites. What can we say about the native advertising with bloggers?
Statistics indicate that native advertising will continue to grow rapidly. It is predicted that $ 8.8 billion will be spent on native advertising in 2018, and this money will pay off. And 53% of users say that it is more pleasant for them to look at native advertising than banner advertising, and by 18% more users who are ready to make a purchase after viewing native advertising, rather than the usual one.
And such data was obtained by Hexagram on the results of the report on native advertising for 2014:
- 62% of publishers and media companies offer to publish in their own kind of native advertising.
- 66% of brands create their own content for native advertising (in most cases, publishers help in creating content for the brand).
- The most popular forms of native advertising are sponsored blog posts (65%), sponsored articles (63%) and sponsored updates on Facebook (56%).
Everyone is terribly tired of intrusive advertising that haunts us on almost every site, and it is native advertising that can become that breath of fresh air that is not enough in the stale, crowded with banners of the Internet world.
therefore the main objectivefor which you need to strive to create native advertising - to provide the user with really high-quality and useful information and not to prevent him from spending time on the Internet as he wants.
Examples of native advertising
When native advertising is done qualitatively and has a semantic connection with a brand, publisher or reader, it has much more chances to appeal to users, and also to have a positive impact on the development of the company.
One successful example of native advertising is an article published on Buzzfeed and sponsored by ACUVUE - “11 impossible hard facts about your eyes that you didn't know about.” The content was relevant to the brand (the company sells contact lenses), moreover, the listed facts are actually interesting and worthy of attention. Readers were not surprised to find an ACUVUE article among sponsors, but they were pleasantly surprised that they were interested in the material published by this company.
The choice of platform largely determines whether the article will be accepted by readers. In this case, ACUVUE did the right thing by choosing Buzzfeed as the advertising platform, since readers on this blog are not used to advertising and, therefore, are more tolerant of the content of the articles.
Consider another example of the successful use of native advertising, in this case - in journalism.
The New York Times published an article sponsored by Netflix to promote the new season of the series "Orange - hit of the season." The article deals with the problems of women in prison - the same themes as in the series: honest, frank, based on real events.
In this case, native advertising made sense because it was attractive both for the audience that liked the article and for the audience of the series. And all this was carried out on the correctly chosen site. This content was informative, and while its content was not advertising.
Everything is good, but there is one "BUT"
But there is one good reason why people hate native advertising - it is misleading and makes them feel deceived.
Because of this, native advertising has become the subject of numerous angry tirades. For example, John Oliver, in his show "Last Week Tonight", noted that even if native advertising is clearly marked as an advertisement, it does not mean that it is credible. He refers to a study conducted by IAB, which showed that half of the viewers could not distinguish native advertising from actual news, and also points out that advertisers are betting on consumers who are not intellectually developed.
Native advertising was ridiculed in yet another popular American TV series - South Park, in the series "Sponsor Content."
In one of the episodes, Stephen reads a news paper and says to his wife: “Wow! Is it so great! Linda, did you read [this newspaper]? There is no advertising, no sponsorship content, no links to click on ... Just ... news stories, telling about what's going on.
Once I had the feeling that an ad was haunting me: “As if I’m in a black void, trying to catch up with a news article, but the next thing I do is read an advertisement for Geico. And I click to close it, then I try to read a news article, but this is not a news article, this is a slideshow ... I want to read a news article, but I read an ad for face cream, I try to close it, but it stalks me, it stalks me! And I click on the "close" button, but this is not the close button is a slideshow. [nightmare ends]
But this ... this [shows a newspaper] is just news! And here I do not get lost among the different unnecessary garbage. Linda? Linda !! "[Linda hung on her smartphone all the time and didn’t listen to him].
I am sure that when you spend a lot of time on the Internet and are attacked by the omnipresent advertising, you feel something like that. But is it possible that a person, with the widespread use of native advertising, will no longer distinguish advertising from simple content? This is already happening, and one of the most striking instances of such a "loss of a sense of reality" was an advertisement from the Church of Scientology.
The announcement was published in the online version of The Atlantic magazine in the form of an article that praised the activities of the Church of Scientology leader for 2012. This article was presented as a real endorsement of this church by The Atlantic magazine, although in reality it was an ordinary advertisement. It is also interesting that under the article there were extremely positive comments. Thus, the “honesty” of the publication was questioned, and 11 hours later it was removed.
This case caused a wide resonance among the readers of The Atlantic, and the magazine itself was subjected to harsh criticism. In justification, the representatives of the magazine stated that they only published sponsorship content. Since then, The Atlantic has created strict rules for advertising.
What does this example teach? Perhaps the fact that you should not consider native advertising as a way to disguise your advertisements under the news - such advertising is likely to fall into the category of evil and lead to a total disappointment of customers with your company. And even removing such advertising, it will be impossible to return the reputation.
How to make native advertising work for you
So, we looked at examples of the use of native advertising, both successful and unsuccessful, and also learned about some of its positive and negative sides. And for sure, you are now wondering - and then what? Should I use native advertising, and if so, how to make it so that it leads to success and so that customers don't hate you?Of course, there is no universal recipe for every type of business. But one thing is clear - in order for the audience to receive positive emotions from your native advertising, you should make every effort to create the most high-quality and interesting content.
After all, when you read a truly exciting article based on pure facts, you don’t really care whether it’s advertising or not, isn’t it?
Native advertising should contain extremely interesting and useful information and, of course, there is no place in it for the long songs of your company and its services.
And yet: most of the sites that publish native advertising, are ready to help in creating content for a fee, and it makes sense to use their services, because, publishing the material, they are responsible for the safety of their reputation.
What do you think about native advertising? What emotions did you experience when faced with her? Did you use it for your business, and if so, what kind of benefits did it bring? Write about it in the comments, it will be very interesting to know your opinion.