Native advertising is characterized by the characteristic that responsible people place advertising in a natural environment. This can be, for example, an editorial contribution in which a link to a commercial offer is found. The advantage: In contrast to advertising banners and other PR components, users hardly recognize the advertising purpose, which increases the probability of success. Clear advertising, on the other hand, is often ignored. In addition, a viral effect can result. Thus many users share contributions with contentwise increase in value including the marketing component.
Advertising with the appearance of neutrality
Native advertising is frequently used in online magazines, news portals, and blogs in particular. For this purpose, those responsible design editorial articles that fit the content of the respective page and are identical in design to all other articles. They cleverly accommodate the advertising message, for example with a link to a homepage. Another variant is the company or product description, for example in the form of tests. They give the impression of neutrality, although they are based on an advertising intention. Social networks are also suitable for this form of marketing. They can be used, for example, to distribute PR content with seemingly neutral accounts.
Forms of Native Advertising
Native advertising can be differentiated according to the platforms used. The form of advertising in which native ads are presented depends on the environment. You can choose from columns, videos, interviews with experts, guest contributions, guidebook texts and much more. The distribution depends on the target group. This makes it possible to distribute them in online magazines, social media websites or apps.
Open platforms: In this form, content is published on several platforms. The content is not written by the platforms themselves, but by the advertisers. Examples of this are guest articles on online magazines or news websites.
Closed platforms: Platforms that are operated by a brand and offer the opportunity to publish advertising content there. Examples are sponsored stories on Instagram or video ads on Youtube.
Hybrid versions: These are mostly platforms that are operated by a brand, but also enable advertising by other parties. You can use eBay or Amazon as example platforms.
Want to learn more? Check these articles: