Native advertising is presenting promoted content in a way that fits with how a website normally operates. It’s kind of like promoted post camouflage. Good native advertising can go unnoticed because it integrates so well with what the website is already doing. It’s a way of bridging the gap between direct publishing and banner ads with a controlled message that has the appearance of being organic or editorial.
The best example of native advertising is with Buzzfeed. Current ruler of the list post, they use their prowess to attract brands like Target and try to convince readers that what we’re reading isn’t an ad. Take for example this case study on General Electric. They find new ways to use the type of content they already share to generate excitement around brands.
There are some strong benefits to utilizing good native advertising platforms like Buzzfeed. First of all, this content is created to fit audience content while also solving a brand need which leads to my next point. Native content is viewed more than editorial content and it’s more likely to be shared. On top of that, native content allows for more creativity because there is no standard for how these “ads” have to appear.
Is it really that effective? Buzzfeed boasts a 1% click-through-rate in comparison to the average of .1% from a display advertisement. Even better, 30% of the people who view these ads are likely to share with their network. While Buzzfeed is just one piece of the native advertising puzzle, these are some big stats in favor of native advertising.
Native advertising isn’t new per se, but it is expected to evolve quickly so it’s worth exploring.