Page 13 - index
P. 13
RESEARCH, ANALYSIS & TRENDS
Native Advertising:
When advertising
becomes real content
Traditional display advertising, such Because native ads are surrounded Thus, native ads enable targeted
as banners, pop-ups or overlays, by an editorial aura, this form of distribution of content to specific
are increasingly perceived by users advertising is less striking than portals and websites where inter-
as a nuisance or not noticed at all graphical banner, and therefore ested readers are looking for that
("banner blindness"), a situation the achieve impressive results, accord- particular topic, even beyond their
so-called “Native Advertising” in- ing to studies. own platforms – which is what
tends to change, pepping up the works only to an extent with stand-
click-through rates. IPG Media Lab, for instance, shows ard ad formats. The aim must
in a study that native ads are per- therefore be to organize native ad-
What is different about Native ceived by users up to 52% more vertising campaigns similar to the
Advertising? often than standard banners; or traditional large display campaigns
Nielsen Research found out that on sophisticated technology - such
Instead of the usual graphical ban- natively embedded videos can en- as special ad server, agencies or
ners with short and intrusive adver- hance the reputation of a brand by service providers - so as to keep
tising and call-to-actions like "click 82%. In comparison, widespread the costs low. In addition, native
here" or "buy now", real content video advertising formats, such as ads can of course complement the
replaces this space. Such pre-rolls, reached so far only 2%. old online advertising formats such
"Advertorials" or "Sponsored Posts" as Skyscraper, pre-Rolls or text
then appear in blogs, news sites Interference-free: Mobile Ads ads, with the format "Content”.
and thematic portals. The trick is
that this type of advertising doesn’t Especially on mobile devices native With the necessary budget to afford
looks like advertising at first glance, ads should score and support a the luxury of an agency, you have
but more like an editorial article. company’s content marketing, as obvious advantages: Imagine, that
Only by doing a double take, the due to the smaller screen size us- the advertising content can be
differences to actual blog posts be- ers perceive the banner advertising played automatically from a central
come evident, as the promotional more disruptive there than on large location via an ad server on the
note "Featured Partner" or desktop screens. In the worst case, partner portals of the agency. Ideal-
"Sponsored Post" at the end of lead the brand is even perceived nega- ly, the ad server has intelligent tar-
is usually almost inconspicuous. tively, because of the disruption. geting and real-time optimization
But since native ads present them- technology that supports the accu-
Not really new, but increasingly selves as additional content on mo- rate targeting in the delivery of con-
successful bile as well, they don’t really have a tent. The billing can take place via
negative effect, rather are per- fixed price or CPC (cost per click),
just to give you an idea. But, we will
In the USA alone the interest in ceived at best positively, which in see how native advertising will con-
Native Advertising increased by turn can increase brand aware- tinue to develop. ◊
87% over the past two years and in ness, as well as the image and the
Asia innovative marketers advertise reach of a brand.
as well already for quite some time By Daniela La Marca
with the packaging "content" - in Native Advertising does not only
the form of sponsored posts or seem to be natural, but at the same
guest articles on thematic portals. time supportive for communicative
approaches with the target audi-
Meanwhile, however, there is not ence or getting in touch with con-
only an increase, but almost a pen- sumers. Therefore, stay away from
etration of marketing with Native putting banal advertising slogans in
Advertising - with impressive suc- the foreground. The point is to
cess rates – as editorial coverage spread valuable content in the net-
gives a topic or product more credi- work and pick up the user where he
bility that way. already deals with topics.
Native Advertising:
When advertising
becomes real content
Traditional display advertising, such Because native ads are surrounded Thus, native ads enable targeted
as banners, pop-ups or overlays, by an editorial aura, this form of distribution of content to specific
are increasingly perceived by users advertising is less striking than portals and websites where inter-
as a nuisance or not noticed at all graphical banner, and therefore ested readers are looking for that
("banner blindness"), a situation the achieve impressive results, accord- particular topic, even beyond their
so-called “Native Advertising” in- ing to studies. own platforms – which is what
tends to change, pepping up the works only to an extent with stand-
click-through rates. IPG Media Lab, for instance, shows ard ad formats. The aim must
in a study that native ads are per- therefore be to organize native ad-
What is different about Native ceived by users up to 52% more vertising campaigns similar to the
Advertising? often than standard banners; or traditional large display campaigns
Nielsen Research found out that on sophisticated technology - such
Instead of the usual graphical ban- natively embedded videos can en- as special ad server, agencies or
ners with short and intrusive adver- hance the reputation of a brand by service providers - so as to keep
tising and call-to-actions like "click 82%. In comparison, widespread the costs low. In addition, native
here" or "buy now", real content video advertising formats, such as ads can of course complement the
replaces this space. Such pre-rolls, reached so far only 2%. old online advertising formats such
"Advertorials" or "Sponsored Posts" as Skyscraper, pre-Rolls or text
then appear in blogs, news sites Interference-free: Mobile Ads ads, with the format "Content”.
and thematic portals. The trick is
that this type of advertising doesn’t Especially on mobile devices native With the necessary budget to afford
looks like advertising at first glance, ads should score and support a the luxury of an agency, you have
but more like an editorial article. company’s content marketing, as obvious advantages: Imagine, that
Only by doing a double take, the due to the smaller screen size us- the advertising content can be
differences to actual blog posts be- ers perceive the banner advertising played automatically from a central
come evident, as the promotional more disruptive there than on large location via an ad server on the
note "Featured Partner" or desktop screens. In the worst case, partner portals of the agency. Ideal-
"Sponsored Post" at the end of lead the brand is even perceived nega- ly, the ad server has intelligent tar-
is usually almost inconspicuous. tively, because of the disruption. geting and real-time optimization
But since native ads present them- technology that supports the accu-
Not really new, but increasingly selves as additional content on mo- rate targeting in the delivery of con-
successful bile as well, they don’t really have a tent. The billing can take place via
negative effect, rather are per- fixed price or CPC (cost per click),
just to give you an idea. But, we will
In the USA alone the interest in ceived at best positively, which in see how native advertising will con-
Native Advertising increased by turn can increase brand aware- tinue to develop. ◊
87% over the past two years and in ness, as well as the image and the
Asia innovative marketers advertise reach of a brand.
as well already for quite some time By Daniela La Marca
with the packaging "content" - in Native Advertising does not only
the form of sponsored posts or seem to be natural, but at the same
guest articles on thematic portals. time supportive for communicative
approaches with the target audi-
Meanwhile, however, there is not ence or getting in touch with con-
only an increase, but almost a pen- sumers. Therefore, stay away from
etration of marketing with Native putting banal advertising slogans in
Advertising - with impressive suc- the foreground. The point is to
cess rates – as editorial coverage spread valuable content in the net-
gives a topic or product more credi- work and pick up the user where he
bility that way. already deals with topics.
