The problem with marketers is that they are so passionate about what they do. Each time something new pops-up, they want to know.
Often “over-hyped”, and in a sense too young to go mainstream, we try these new “must-haves”.
As is the case with Native Advertising.
The first timid attempts tend to fail, as in the famous example of The Atlantic.
The 157-year old newspaper published an article in which they clearly supported the Scientology Church. Although the article was clearly marked as “sponsor content”, they received a lot of bad reactions, and had to retract the article and publish an apology to their readers.
But of course, we learn from this. In my previous blog post about Native Advertising I explored what Native Advertising exactly is, and how you should apply it.
This blog post is about:
• What kind of content you need when going for Native Advertising?
• How does the future of Native Advertising look like? Read more
I’m looking at it and I just don’t quite get it. Banner ads don’t work, and yet marketers still keep investing in it. According to a recent article in Smart Insight click-through rates remain impressively low with “banner blindness” as a key reason for ignoring ads.
One day, someone needs to explain me why a marketer doesn’t get fired by the CEO for spending thousands of ad euros and reporting a conversion of 0.2%. But let’s keep that discussion for another time.
Native advertising. They are the latest addition to digital advertising land. Named as the “disruptive” technology that will change the advertising business model. It is considered the fresh air that the beleaguered publishers need.
They seem to be more efficient, according to recent research from IPG Media and Sharethrough:
- Consumers looked at native ads 52% more frequently than banner ads.
- Native advertisements registered 9% higher lift for brand affinity and 18% higher lift for purchase intent responses.
- Consumers looked at native ads more than the original editorial content.
Some feel as native advertising is the same as advertorials or article marketing.
OK. So what is native advertising? And do you need to use it your marketing mix? Read more