In figures from Statista, the region of North America invested 22.600 million dollars in native advertising for 2017
Since 2013, according to eMarketer, less than 10 percent of the media did not offer this type of content
According to Owler, Buzzfeed, one of the strongest exponents of this technique, enters 300 million dollars annually
It is known as native advertising, or “native advertising,” those “paid commercial messages that are similar in form, tone and function to the content of the medium in which they appear.” That is, advertisements (in theory) almost indistinguishable from others in a television program, media or blog. Not only do they tend to be more viewed by users. They are also more popular in marketing, with more and more budget allocated to these projects.
And it has several advantages to use native advertising. Not only are they one of the most effective tools to evade barriers such as AdBlocking. Forbes figures show that they tend to increase the purchase intention of users by up to 18 percent. For the channels where they exist, they also represent a benefit. Besides being a source of income, they allow the media to maintain greater cohesion among its contents.
But as eMarketer says, the strategy still faces great challenges in 2019. Many of them due to the lack of education between advertisers and customers. And the key to native advertising goes beyond adopting a random message to the style or format of a channel. According to the Content Marketing Institute, it is based on five basic pillars. Along with measurement and trial and error, these keys improve the effectiveness of brands in this type of campaign.
Differentiate the approach of other advertising methods
Many marketing specialists still make the serious mistake of having a campaign and, with minimal changes, start to replicate it without further ado on several channels. It is crucial to recognize that the public interacts differently with native advertising than with commercials in social networks or in search engines. Each content in this strategy should be focused on exploiting the consumer’s curiosity. Or, to satisfy your desire to inform yourself or have fun.
Choose the correct native advertising format
We’ve talked before about types of content that brands can exploit in their favor. But in native advertising, the most effective are still the classics. Text publications, photo galleries and video are the most useful and common elements in these strategies. The visual, on average, have a higher success rate. But always keep in mind that the content, including the format, must match the pre-existing offer on the platform.
Attend the different stages of purchase intention
Native advertising tries to attract the attention of a customer while deciding what service or product to acquire. But the above does not mean that all potential users are on the same path. It is crucial that brands build content that serves to draw attention to a topic. But other projects should also make people consider an alternative. Or, give them the push to take action.
Do not neglect the elements of attraction
As it is more organic, native advertising does not actively seek customers. On the contrary, it is the consumer who must reach the commercial content. Therefore, brands must play with all possible elements to tip the balance in their favour. The titles of articles and videos must be well optimized in SEO. And both images and videos should be eye-catching and follow consumer trends to maximize their impact.
Make the correct identification of the target audience
Only when the content resonates with both the site and the public is that native advertising reaches its goal. Each brand must investigate if the channel where they want to post their messages corresponds with their ideal customer profile. Likewise, it is important to identify good format and publication practices. If the target group prefers to consume mobile, the strategy must be focused on these trends to maximize the impact.