Native advertising – what it is eaten with and why it will soon become an integral part of the communication diet?
Native advertising — what is that and what do you eat it with?
Not repulsive advertising is not irritating. Native advertising is an honest and elegant way to reach the target audience without knocking down the door. This article offers the main features, popularity factors, and forecasts for this tool.
NO, IT’S NOT…
It is worth starting with false statements. Let’s recall that «native» means «local», and in our case, it will be described as «the same as the environment», something that does not create a striking contrast.
Do you say it’s bad for advertising?
Of course, a half-page banner with a hidden “cross” is still noticeable
And native advertising is such a presentation of an advertising module in which it acts as one of the elements of the environment (most often – an information block), however, with an appropriate label.
So, a native advertisement is definitely not:
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- SEO texts together with «selling articles» (although certain principles are applied in the material itself);
- Marketing propaganda or review from a nice blogger on your product/service out of kindness or other, ahem, reasons;
- product placement, even if it is very elegantly made.
Why not? Because native advertising does not hide that it is advertising. And this is noted immediately.
RECIPE FOR SUCCESS
Then why is it effective, you ask? In our opinion, the answer has two components. First, honesty. Honesty in the positioning of this material as «friendly advertising» to visitors. That is people with chronic banner blindness and who are «allergiс» to texts, where each sentence has «correct» word forms.
And secondly, it is a utility. The material, which is interesting for the target audience, solves a certain problem issue and gives effective advice. Therefore, the author suggests turning to the professionals of the company «X» if necessary, but in general – gives users the opportunity to simply enjoy this material.
The tasks of native advertising are the same as in the information projects of commercial companies: image, the reputation of expertise, and building trust in the audience, even if it is not going to become potential customers soon.
Maybe, we are trying to adapt the methodology to the facts, but we dare to assume that the success of the cool narrative is ensured and the proven principle of MAYA (Most Advanced Yet Acceptable).
A moderate contradiction of expectations (minimal cognitive dissonance) is the most effective way to attract attention, raise awareness and achieve a high level of brand recognition when it comes to familiar advertising messages.
And native advertising also attracts attention and is easily perceived as it will say: «Here I am. Yes, I am advertising, but I am not hiding it. I have no secrets, but useful and interesting information».
NATIVE ADVERTISING PERSPECTIVE
Trends in social networks, personalization of content, and moment content are components of a solid foundation of information initiatives. Creating material that, when a user monotonously scrolls through the recommendation feed, is also marked «advertising»/«promo», becomes an art, which, however, is quite accessible for comprehension.
By J. Cohen and E.Schmidt from Google, each generation will create and use more information than the previous generation had, so media outlets that do not keep up with the news flow should not rely on the patience of the audience. They will keep their supporters if they can offer them professional analysis, a special point of view, and – most importantly – do not lose their trust.
Thus, “hack won’t work”. All advertising materials should be in the style of a specific information platform. They are also reviewed by editors and can be sent for revision or not be published at all.
Therefore, native advertising is not a «magic pill», but is an excellent tool for creative initiatives of hardworking content creators.
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