Paid amplification (native advertising) becomes more mature, relevant and important for brands
There are four different types of advertising which, according to the Entrepreneur, are set to reshape advertising in the years to come: mobile video advertising, viewable impressions, behavioural data and native advertising.
Native advertising is sponsored advertising which can take a variety of forms. Also a type of adaptable advertising, native adverts follow the natural form and function of the user experience in whatever medium it appears. Native advert integrations can take the form of:
- Searches or promoted lists
- Content recommendation widgets
- Custom content units
The website Buzzfeed is one example of native advertising done correctly. The website itself is made up entirely of shareable content, and many people can from personal experience attest that the act of reading the website is highly addictive, which leads to a situation where the articles (and the ads attached to them) are spread throughout social media, including Facebook, Twitter and LinkedIn among others.
Native advertising has had a rocky start, with 2014 being the year where publishers and agencies in particular struggled to fully grasp the potential attached to it. While this may seem odd, it is a fairly new advertising style, andwill naturally fall prey to the obstacles and myths that any new advertising method would.
Here’s a list of the most common myths around native advertising, and their rebuttals:
Myth one — It’s all the same
There’s a myth going around that native advertising lacks creativity, according to mini-interviews found on the website The Drum, which honestly couldn’t be further from the truth. Because native advertising is supposed to adapt to different advertising formats without disrupting the experience of the user, creativity is something which it couldn’t exist without.
Myth two — It’s deceitful!
To quote The Drum, some people believe native advertising is a form of advertising, “[…] whereby evil advertisers are eroding editorial integrity by tricking consumers into reading their content”. This is laughably false for the obvious reason that nobody is forced at gunpoint to read any advertising material; if people want to read interesting content and follow advertising to more, it’s entirely their prerogative.
Another reason for this being false is that native advertising involves the brands of a business or a company — their public face — being put on the spot. Since we’ve already seen how these brands are changing to fall in line with the mores of the digital era, it seems implausible that these businesses and companies would risk their reputation in an attempt to take advantage of a new form of advertising, however successful it might turn out to be.
Myth three — Consumers don’t want it, or like it
The Huffington Post refers to native advertising as ads which are baked into otherwise unobjectionable content in the same manner as raisins are baked into cookies (how this works if one likes raisin cookies remains unclear). This myth is belied by the fact that nine out of ten viewers believe online advertising is a necessity if viewers want to see free content.