• Maree Neal Consulting

Native Marketing - Are you riding the current wave?

Native advertising is an online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience.

Native ad formats match both the form and function of the user experience in which it is placed.

The advertiser's intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it.

Is this a flash expression for an old idea or something genuinely new. Tell us what you think.

One form of native advertising, publisher-produced brand content, is similar in concept to a traditional advertorial, which is a paid placement attempting to look like an article. A native ad tends to be less obvious than an ad than most advertorials. They look authorative as credential based statements.

The problem is: consumers often pick tweets, video's and website content and read for truth. There is potentially a marginalisation of truth by ghost writers who in fact know nothing of what they are saying.

The Opportunity is: the media is awash. And "everyone" is having their say in video, advertorial, press and native advertising!

There are three kinds of platforms - closed, open and hybrid.

Open platforms include StackAdapt, Adyoulike, AdsNative, TripleLift, Sharethrough and Nativo, which allow brands to include the same content in native ad placements on multiple publishers. Large publishers, such as Washington Post, have recently started introducing their own native advertising formats.


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