everything you need to know about this strategy – WAU

Native Advertising is a strategy based on the production of content on specific channels, with the differential of being contextualized within the public’s daily life.

If consumers have changed, so does advertising. There is no point in using those old strategies, because they no longer make sense or effect.

TV Globo lost 38% of its audience between 2004 and 2014 in the greater São Paulo (most relevant advertising market).

YouTube has about 60 million (that’s right!) Monthly unique users. Things have changed a lot.

For this reason, marketing has reacted with new ways to make companies reach their audience in an efficient and meaningful way. As well?

Consumers (we are included in this) no longer want to be interrupted by an advertisement that advertises a product when they don’t want it, the way they don’t want it. It’s boring!

In this case, “making sense” is to interact in a way that benefits both you and your company.

For that, Content Marketing is a great example. It brings relevant content to people, which creates value and creates a relationship, making the purchase a consequence of a good interaction.

Native Advertising, the theme of our text today, is another “responsive” option to generate value.

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What is Native Advertising

The term is translation from English Native Advertising (or Native Ads), which gives the publishing content on a given channel, contextualized in the user experience, that is, without interference.

It is as if the ad were literally “native” to the page on which it is inserted, with all the same characteristics as the contents of that channel.

Perhaps the concept is not so easy to understand, but with an example you will think “Ah, that’s it!”.
native advertising

This is the website of the American magazine People.

Observe the 3 contents of the news feed. They have the same format, the same type of image (in this case, a photo), the titles were written in the same font and size.

So, what’s the difference between them?

native advertising

The difference is that this post is a Native Advertising from Intel.

It may even have a slightly more gray tone (which is optional for the channel you receive for advertising) and contain the Promoted by Intel (Promoted by Intel), which, incidentally, is MANDATORY.

But it does not visually interfere with the experience that the user of the People has with the content offered by the very People.

The user can simply ignore it (as with any content that does not interest him) or click on it, if it is relevant to him.

You have certainly come across other Native Advertisements out there. They appear daily on Youtube, Facebook, Instagram, Twitter and news portals.

But, if there is any doubt, the site Sharethrough created a Native Ad Generator, or Native Advertising Generator, which has several options for you to create Native Advertising on different platforms and channels.

It is possible to edit the ad and, with that, it is very easy to understand and identify when an advertisement falls into this category.

The differences between Native Advertising and traditional Banners

You may be thinking. “Okay, this is a common advertising banner, but it is more cute”. But that is not it.

The differences between P.N and those conventional banners go far beyond a purely aesthetic issue. Conceptually they are also much more pleasant. This because:

Native Advertising is not invasive

It makes sense within the context in which it is inserted, unlike the “nothing to see” banners that are winking at us on the sides of the sites

Although, as it is a new concept, there are still companies that share content that is not so contextualized.[[

But the tendency is that this will end with time because a person will not click on a P.N if the content presented in the call has nothing to do with what they are looking for at that moment.

Native Advertising brings content

This is important to note. It is embedded in content channels. Therefore, to be literally native, that is, to appear that she “was born there”, she needs to be content!

It makes no sense to place an ad that specifically speaks of its content if the intention is to dialogue with context in a harmonious way.

The goal is not the same

The direct purpose of an advertising banner is to generate immediate sales. If you click on it it is because it had a product with a price and you were interested in buying it.

As for a P.N, it is to generate engagement. In other words: people interested in what you have to say, in the value that your company is transmitting through content, which may or may not talk about your product.

And why should I generate engagement and not direct sales? Because this is a way of to retain customers. And not having a customer who buys once and leaves.

If he is delighted with your company, buying your product is a natural consequence. The chance that he will become an ambassador for your brand grows and you stop being just another one in the market, becoming a reference in the subject.

The effects of Native Advertising are (obviously) very different.

In addition to all this, for the sake of logic, the effect that a Native Advertising brings is totally different from those caused by an advertising banner.

According to a survey by Sharethrough, Native Ads are viewed 52% more than banners.

In addition, the Ad Block, which is a blocker of this type of banner, has had 40 million downloads (and there are several similar tools). That is: people do not want to see this type of ad.

Differences between Native Advertising and Content Marketing

One thing is one thing, another thing is another thing, although they even have their similarities.

Yes, they both deal with content. And it also has some common goals for that. But the primary difference is the way they handle this content.

While content marketing is concerned with organic results, leads and long-term results, native advertising focus on engagement and views, that are much more immediate.

Let’s separate the things that will be much easier to understand the differences and similarities.

Content Marketing Native Advertising
Goals
  • Being ranked by search engines
  • Conversion
  • Brand Awareness
  • Brand awareness
  • Engagement
KPI’s
  • Number of Leads
  • High quality links
  • Number of shares
  • Views
  • Traffic
  • Engagement
Channels
  • The partnership channel (even if the same material must be VERY well adapted)
Benefits
  • Increases organic traffic
  • Generates brand awareness
  • Optimizes conversions
  • Generates brand awareness
  • Generates engagement
Challenges
  • Long-term results
  • Volume of content
  • Difficult scalability
  • Visually identified as “advertising”
  • Lack of SEO benefits

Translated and adapted from: Adweek

Common points. But absolutely different.

BUT, as content is synonymous with love for the user, all is not lost.

You can use the content produced in the content marketing strategy for native advertising, and enjoy the particular benefits of each one.

But how?

The dissemination of a content can be done through advertisements of native advertising!

But you will obviously need to pay attention to a few things:

  • First, by content type that will be shared. As we already said, it has to make sense on the channel where it is being shared.
  • Second, you will not be able to publish to any channel. Content on your blog is not likely to look as good on the People, for example. You can adapt it or use a channel that directs the ad to a place that is already yours, such as your blog or YouTube channel.
  • Third, this will cost money. Then evaluate how much and how much it is worth to you.

content marketing first steps

summing up

Native advertising is an identified advertisement. But it is not a normal and boring ad, but one that promotes camouflaged content and that makes sense within the channel in which it is inserted.

That is why, native advertising is the type of advertising that does not interfere with the user experience. On the contrary, it is made “native” to this experience, giving him the option or not to interact with it.

Native advertising is not a content marketing strategy, but it can be a way to share that content. It will all depend on how much you are willing to invest and what your goals are.

Native advertising is a good tool! The big question is whether it suits you. Go back in that little box upstairs, evaluate the pros and cons and do not exclude the possibility of your mind.

It cannot take the place of your content marketing because, obviously, organic does not limit you to a path to be found, like native advertising.

(The person has to browse that channel to find you. In Content Marketing they just need Google!)

But it can certainly be a “plus” in your strategy and contribute to the dissemination of content and education in the market.

So, did you like our article? So take the time to learn more about creating amazing content in this article and prepare even more for your native advertising strategy!

Ebook: How to convince your boss that content marketing is the best option