Native Advertising is a form of online contextual advertising that consists in the insertion of advertising elements within contexts consistent with the latter and that try, even visually, to homogenize to the context in which they are inserted. We list the main features:
- They adapt to the context in which they are inserted.
- They inherit the function of the platform in which they live (e.g. Facebook like).
- They do not interfere with the user’s navigation.
- They are relevant to the user.
If you want to give an example, it’s as if we’re inserting the advert for a tennis racket into an article about the Wimbledon final.
Why use Native formats? The great challenge of online advertising
The level of attention of online users has been declining steadily for some time. Today the user has an average attention level of 8.2 seconds. The large crowding of content that characterizes the web today and continues to increase at an exponential rate, does not accord with the content that can be “consumed”, or read, by users.
It is now known that most of the time spent by users on digital means takes place on mobile devices, and that much of this time has passed on vertical screens. It follows that mobile advertising should not invade the content space (already limited by the small size of the screens), should be optimized for vertical orientation and should not interrupt the browsing flow, characterized by a continuous scroll.
All things that have been known for a long time, but what is the answer to this challenge? The need to amplify branded content by reaching a wide audience and the changed context of prevalent use (the furniture)? Obviously native advertising, we wouldn’t have written an article about this otherwise.
In fact, more and more research reveals how, thanks to its characteristics, native advertising allows to develop greater engagement with the user, especially in the mobile sector, thus proving increasingly a valid tactic to be combined with its media mix.
Native advertising yes, but you need the right message
Creativity is the key, butdirectly conveying your message as clearly as possible, and transparently, does a lot. Nowadays people want to receive timely messages, you need to understand your audience, identify their needs and proactively connect with a clear, transparent and creative message.
At the end of the day, it’s all about the user, so think, what ads would you like to see?
In a context where advertising integrates with the content where it is inserted, the call to action should also be designed to integrate harmoniously with the page and creativity.
Suppose we want to sell the famous tennis racket, we publish an ad in an article about Wimbledon. Using as a call to action “AQUISTA ORA!” is a bit strong, it would risk immediately making the user identify our native ad as advertising, unconsciously leading him to move on to the next information.
But if we used something like “Federer’s racket for less than 100 €” the message would be just as transparent, but probably, being placed in the right context, it would be more interesting in the eyes of the user.
Native Advertising tools
What platforms can I use to do native advertising? We can divide the available offer into these macro-types:
- Advertising platforms that own social networks (e.g. Facebook, Twitter, Pinterest, Instagram, Youtube…).
- Advertising platforms that allow native sponsored ads to run on site networks(e.g. Next One).
- Major publishers (e.g. Repubblica, Corriere, etc…).
- Platforms for publishing sponsored content on a network of influencers (e.g. UpStory, Mosaicoon, Buzzoole).