Native Advertising has become a hot topic in advertising marketplace, the use of native advertising has changed in the past years becoming smarter, innovatie, ROI oriented and more transparent.
The biggest thing that works for native ads is their ability to flow seamlessly within the blog/website content to the extent that it doesn’t really look like advertising, at all. Have you ever heard about Taboola, Outbrain, Ligatus? Successful Native ad networks that agreed with the different publishers and bought from them different ad spaces.
“Native is decidedly and overwhelmingly a form of brand advertising and, as such will enable marketers to better use digital marketing to meet the full range of their communications needs, from branding to direct marketing”. – IAB
What’s the relation between native advertising and advertorial?
Advertorial is a way of writing your own add into trusted publishers like The New York Times, BuzzFeed, Time Magazine, etc.
Example of native ad throughout
Native ad is great because you can have better credibility thanks to the site/magazine/newspaper that you are displayed.
Also Ad blockers can’t recognise native ads as ads
What’s the difference between native and content marketing?
Content marketing is a much bigger idea and has a wider and longer-term focused goal than native advertising. Also provides valuable knowledge to raise brand awareness while targeting a specialized group of potential customers.
In this point you probably wonder what’s the difference between Content Marketing and Native ads, instead of going deeper with definitions you can will have better understanding with this differences on format:
Types of Content Marketing:
- Blog Posts or Articles
- White Papers, eBooks, and Reports
- How-To Guides
- Email Newsletters or Nurturing Campaigns
- Case Studies and Client Profiles
- Thought Leadership or POVs
- Social Media Posts
Types of Native Advertising:
- In-Feed Units
- Paid Search Units
- Recommendation Modules & Widgets
- Promoted Listings
- In-Ad (IAB Standard) with Native Element Units
- Custom /”Can’t Be Contained”
What’s more important? People have a clear preference to search content marketing (in red) vs Native Advertising (in blue)
Native Advertising or Content Marketing – Which one is best for your business?
Having a 360 marketing strategy using besides other type of advertising, native and content marketing will help you to increase brand credibility and brand awareness.
Also, Content Marketing adds value and fosters a long-term relationship to a specific target audience.
Both benefit your ROI and Content Marketing will boost your SEO.