What is it?
Native advertising is basically advertising that follows the format, style, and voice of the venue in which it appears. On Facebook, perhaps it is a sponsored story rather than a display ad. In a print publication, it is an ad in article format. On Twitter, native advertising could be a promoted tweet.
What are the benefits?
People are sick of intrusive advertising. They get tired of being interrupted, disrupted, delayed, and sold. But businesses still need to reach these people. Advertising that looks and feels less like advertising in many cases does the trick.
What are the downsides?
At the risk of repeating ourselves: People are sick of intrusive advertising. When native advertising isn’t done well, it’s just one more intrusion.
Any words of advice?
Native advertising needs to be good… really good. Think “Super Bowl ad quality” brand videos, articles that answer burning questions, sponsored posts that genuinely interest the viewer. Otherwise, native advertising can be a fly in the soup of non-sponsored content.
Where can I read more about native advertising?
Start here:
Inc’s summary
Insiders' opinions on its value
Contact us for an initial exploration of how and whether native advertising can work for your firm.
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