Native Advertising, Branded and Sponsored Content

Native advertising isn’t complicated. Instead of attempting to wrap your head around the context of the word “native” when combined with advertising, just think of it as any type of online ad that appears as part of the content, post, or page where it resides.

Social networks are experts with native advertising formats as they’ve created new (disguised) ad formats which appear in a user’s stream which, for the most part, mimic a standard post.

So why native advertising? Why trickery you may ask? The simple reason is: it works. For example, Ad Age noted in 2012 that promoted tweets were receiving click-through rates of as high as 3% when typical banners were lucky to even get 0.05% on a good day – a staggering difference. The root cause of this huge gap in interaction is the nature of the ads themselves. After almost 2 full decades of traditional banner ads, web users have become fairly oblivious to their existence. Would it shock you to know that studies have been done that show that 99.8% of banners are ignored? With those types of stats floating around, it’s no wonder why brands are focusing on new and engaging ad formats, which are less intrusive to user experience and can promote a brand in a more natural way.

How can a brand get started in native advertising? As with most advertising, start with understanding your audience and establishing a few goals (budget, visitors, actions you want to happen, etc.). Testing networks like Taboola or Outbrain are great options to get ads on popular websites in a quick and easy way. Other options you may try are social networks like Twitter, Facebook, Pinterest, and Instagram; all of which offer native ad formats which are constantly evolving. You could always give us a shout here at Delphic Digital too!

 

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