After years of misconduct requiring many users to acquire an ad-blocker, the advertising industry has seen in Native Marketing OR Native advertising the opportunity to catch up with past mistakes. Less intrusive, more targeted, better developed and creating a more unified sales experience, Native Marketing OR Native advertising has become the standard for brands wishing to communicate on the web. And it works a study shows that the Native Marketing OR Native advertising is seen almost twice than traditional digital advertising. If we sometimes critical lack of transparency or ethics, it has imposed against other major formats. For the best?
THE PREPONDERANCE OF NATIVE MARKETING OR NATIVE ADVERTISING
The Native Marketing has emerged gradually from the 2010s, with a more respectful and more tailored approach. It is no longer the publisher’s website that must adapt to advertising, but the reverse. It integrates harmoniously into an existing design with relevant information depending on the content read. The advertising becomes credibility and becomes “native” because totally integrated and aligned with a layout and editorial line given.
However, in order to avoid drift and disappointment, advertising must rise in order to be effective: quality content, relevant and truly interesting, and catchy titles that must find a fragile balance between qualitative coherence and the temptation of click bait, always present.
Advertisers have already invested heavily in Native Advertising, and this, in turn, leads to the implementation of a content marketing strategy with better targeted and more detailed information.
Buzzfeed, one of the publishers experts in the field, has confirmed the benefits of Native Marketing in a study for one of its clients. General Electric appeared as an innovative, inspiring and inventive brand.
THE QUESTION OF THE RELEVANCE OF
Bringing its content to a large publisher by basing its design in a layout close to the editorial is a real blessing for all parties. Advertisers are able to benefit from more relevant customer data to target the right person at the right time and on the right device, while publishers can monetize their content and audience and finance their development.
Then we have to ask ourselves who we want to touch and what to say. There are communication goals that will be difficult to solve in Native Marketing OR Native advertising that attracts the visitor by an often catchy title and a promise of content that must be of a good level.
One must see more Native Marketing as one tool among others. As a cook would have several knives to do his job well, the marketing professional has several formats to touch the right person according to his purpose.
THE NATIVE MARKETING AD BECOMES A TRADITIONAL DIGITAL ADVERTISEMENT
After several years of existence, it is difficult to oppose Native Marketing OR Native advertising and traditional digital advertising. Indeed, if this could be the case at the very beginning, because of the novelty of the Native Marketing, the latter is totally integrated into the great domain of digital advertising. While garish, intrusive and irrelevant banners have almost ceased to exist, there are still real better display solutions that can work together with Native Marketing.
Digital advertising has adapted and adapted to new habits of content consumption. From the video to pre-roll, to posts or tweets sponsored by social networks, a complete arsenal is now usable by advertisers.
From this diversity comes the relevance of better structured and comprehensive campaigns to promote a brand or sell a product or service to a certain clientele.
Each ad format has its own advantages and disadvantages. Native Marketing will work on branding, reassurance, brand awareness or intrinsic traits, while display advertising can focus on the key features and competitive advantages of an offer And video advertising on the dimension demonstration, testing or engagement with the community.
There is no advertising strategy based solely on Native Marketing OR Native advertising. The latter has “killed” old formats that have become inadequate, on the other hand, it has established itself as a relay of growth of choice to better communicate and integrate into more qualitative campaigns.