Native advertising — how to make influential paid content
For some time now we are witnesses of many chaotic events in the digital world present on various digital platforms. Contributing to that fact are numbers of advertisers who want to reach as many users as possible through their promotional messages while not selecting means, or the funds in those plans are unlimited; other times advertisers do not have the know-how and spend their budgets in the wrong direction while others are thinking in line with the trend, some would say, out-of-the-box, and use all the benefits of today’s ways of communication. On the other hand, the media are in great trouble and under pressure to find business models that would work, be accessible and attractive enough.
One of today’s communication models, which is currently experiencing the culmination of its glory in Croatia, is native content advertising.
It is, in fact, the answer of the communications industry nowadays, i.e. the new advertising trend in the world. It primarily refers to the marketing and PR industry facing the consumer requirements changes -saturation with commercial messages brings about a lesser inclination to consume standard ad formats, whether via traditional or new media. Native advertising has a great potential if it is applied and published in a wise way.
The goal of native advertising is to be of quality and sufficiently influential to help shape user perception and encourage the development of new feelings. In order to produce such an effect, it is necessary to approach from multiple sides, and by using a creative logic place the content to target audience.
Native advertising is, we can conclude, a subtle placement of ads concealed in the users' content of interest. The main reason why native advertising is so successful is that the user does not feel the advertisement is being imposed on them, blends with the content in certain points and finds answers to their doubts and opinions.
Some researches suggest that consuming native content is perceived more than 50% greater than classic advertising, which in fact brings about an entire eco-marketing system to one important issue — which content can affect the perception and action of the user, how to access it, and how much impact can it have?
Answers to these questions can be found in creative thinking and joining these creative responses into a single easy-to-absorb unit. It is important to combine educational, humorous and empathic elements that will enable the users to share some perceptual expectations and provide them with enjoyment of content consumption.
A very original and multiple times awarded example of a good native content from the Croatian market can be found in the Renault Nissan Dacia brand campaign made in collaboration with Native Ad Studio of Hanza Media in which Dacia presented its official vehicle that helps the Croatian mountain rescue service in everyday struggle for the lives of people — mainly tourist and adventurers.
The purpose of this campaign was to set an object that needed to be promoted by Dacia, namely its Dacia Duster automobile as an auxiliary tool without which the rescue of human life would be impossible while the starting point of the native approach was to awaken the strong emotions of the user through the encounter of the rescuer and one of the injured people after the whole operation was done while they each recount the events that took place a few years ago during the rescue process and gratitude that the injured feels today toward his rescuer, the mountain service employee. Of course, this example has been supported by audio and video content, so the impression and emotion in the content has reached the absolute effect. Because of all of this, the content was very desirable on social networks and thanks to them provided a good Rich Media Value.
You can find some of this content HERE.
As today’s technologies are developing quickly so is also the native access to paid content already becoming a bit tedious, but in order to create new trends we need to share our experiences, opinions, case studies and more.
