In our advertising-saturated world, consumers have become very savvy. They recognise advertising from a mile away and avoid it like the plague. Consumers today also tend to view the information within ads very cynically. They understand that someone has paid to have something printed, said, or acted out.
Native advertising was developed to combat these issues. By looking like the content around it, native advertising camouflages the marketing messages so that they look and sound like editorial content. This blending effect means these ‘native ads’ are more likely to be perceived as editorial content, which leads to two powerful benefits: A higher likelihood that the ads will be watched, read or listened to; and a greater chance that the trust the consumers have in the publisher will ‘rub-off’ on the brand.
Native advertising can be a promoted tweet on Twitter, suggested post on Facebook or one of those full-page ads between Flipboard pages, but more commonly it is about how brands now work with online publications to reach people. When a publication such as BuzzFeed works with a brand like Virgin Mobile it isn’t just to create great native content that its loyal readers see – it is with a view to it going viral and being seen all over the web.
A ‘true native’ execution is proven to generate exceptionally high engagement rates. 95% of users that click to read the article, engage with it and on average users spend 90 seconds of authentic engagement time with the brand content. Campaigns can be targeted to reach genuine prospects through contextual relevance, geo-location and device type, to ultimately ensure your content is seen by the audience you want to reach.