So what is native advertising? Branding is an essential lever to have in any marketing campaign Your brand’s image and territory have a durable impact on the customer experience, help to convey strong values, and serve to reinforce your differentiated positioning. Branding needs to be both coherent and cross-device. Mobile apps, email marketing, affiliation, social networks… Everywhere your logo appears, the whole communicational universe associated with it needs to be recognizable. But this doesn’t mean you have to be the only one communicating within your branding. Attracting advertisers through strong branding is also a way to monetize your audience whilst at the same time meeting the needs of your readers. And this is precisely where the power and role of native advertising come in to play.
Native advertising: a return to the fundamentals
Native advertising is a form of advertising that perfectly integrates into existing content provided by a third-party publisher. Usually, it’s displayed in the sidebars or footers of websites on desktop PCs and laptops, and in the middles or at the ends of pages on mobile devices. It can also be integrated into mobile apps and newsletters.
We use the term ‘native’ because it is a kind of advertising that adopts the form and design of the editorial content in order to merge into the surroundings, so to speak. However, mislead the reader is not the intention: the words “sponsored content” or “advertisement” are always displayed. The great strength of native advertising resides in the fact that it is non-intrusive, unlike the banners and pop-ups that constantly interrupt both the reading process and the user experience.
And finally, native advertising is highly personalizable, as its content displays only in media established as being of special interest to the reader. The advertiser defines their criteria in advance (sociodemographic parameters, consumer behavior, readership, etc.) and their ads then appear on third-party websites based on the requests made by web visitors or on the type of content displayed. What works for a website will also work for a newsletter or an app.
The aim is thus to advertise using advertising that does not actually look like advertising.
Native advertising super advantages
Native advertising constitutes a highly effective performance lever, and this is true not only for advertisers but also for publishers, who can use it to monetize their audience without negatively impacting the experience offered.
Because it can be adapted to all types of content and all kinds of tools, it is capable of reaching the individuals targeted no matter what device they happen to be using. Online stores, blogs, news websites, email campaigns, mobile apps… Native advertising is polymorphous and accompanies prospects at every stage of their conversion. And in the future, with the advent of virtual reality and augmented reality, it has the potential to become even more interactive and engaging.
It requires few resources to produce and is able to bypass the majority of ad blockers. In this sense, it can be regarded as a high-impact, ROI-generating strategy that increases the conversion rate and is very easy to update. A new product? A new service? A special promotion? Your content will be almost immediately distributed across all platforms.
For the publisher, it obviously constitutes a very attractive monetization option. All types of content (of both free and premium) can thus contain one or multiple advertisements. It is good practice to exchange traffic with a partner and third-party websites whilst at the same time maximizing your inventory (newsletters, in-feed, in-read, article footer, etc.).
How to use native advertising as part of your branding strategy
To make good use of native advertising and maximize its potential, the structuring aspect needs to be kept to a minimum. A three-stage strategy
Exploiting the potential of the spaces available
You will need to identify and map the zones suitable for displaying native advertising in the particular tools you use. On your website, for example, which are the pages that generate the most traffic or provide the most conversions? Do you have particular landing pages or premium content that your audience expects to see? Do you have any newsletters you send out that could have native advertising incorporated into them? Drawing up an inventory of the spaces you have available is the first thing to do when it comes to properly organize the third-party content in your branding.
Knowing readers and visitors’ expectations
Every website or blog will normally have an audience that shares homogeneous social characteristics. A cosmetics site will be aimed at a different target than a blog about travel or technology. It is therefore very important to know your visitors, as it’s this data that will enable you to make the right match with an advertiser.
Imposing your own conditions
A conspiracy theory-based ad on a reputable news site? An ad for a hamburger on a vegetarian site? To avoid situations that could potentially be problematic, as much for yourself as for your readers, you will need to have control over what gets published. This could take the form of a link to your editorial policy (no hunting-linked advertising on an environmental website for example), or it could be in the shape of a list of topics and advertisers that need to be blacklisted due to non-conformity with the values conveyed by the content. What makes native advertising so effective is its coherence with the branding.
When used properly, native advertising provides genuine added value. Because it is in line with the expectations and consumer behavior of the users, it contributes to the process of sending the right messages at the right moment, and it does this across all platforms. The whole package, free of interruptions and frustrations. A win-win marketing lever for all.
Our team here at Kwanko can provide you with help and support with the process of implementing native advertising! Take a look through the range of services we offer and contact our expert team for further information.