Demand Generation

Native Advertising

What is native advertising?

Native advertising is a type of advertising that blends seamlessly into the editorial content of a website or social media platform. The aim of native advertising is to provide a non-disruptive and engaging experience for the prospect by offering them content that they find interesting or useful. Unlike traditional forms of advertising, native ads do not appear as separate, standalone banner or display ads, but instead, they are integrated into the platform's layout and design.

What forms does native advertising take?

Native ads are designed to match the look, feel, and tone of the platform on which they appear, making them appear more like the platform's organic content. Native advertising can take various forms, such as articles, videos, infographics, sponsored posts, and social media updates. These ads are labeled as "sponsored," "promoted," "featured," or "recommended," to distinguish them from organic content.

What is the purpose of native advertising?

The purpose of native advertising is to provide prospects with useful information, engage them, and ultimately lead them to take action, such as making a purchase, subscribing to a newsletter, or visiting a website. Native ads are created with the prospects' interests in mind and are tailored to appeal to a specific audience. For example, if a prospect is interested in a particular topic, such as account based marketing, a native ad for new content and news for account based marketing may appear on a B2B platform or social media platform.

Native advertising has become increasingly popular over the years because it provides a way for businesses to reach prospects in a more natural and organic way. Traditional advertising methods, such as banner ads, are often ignored or blocked by users, leading to a decline in the effectiveness of these methods. Native advertising, on the other hand, is less intrusive and more likely to be engaged with by prospects, leading to higher click-through rates and conversion rates. By providing useful content, businesses can build trust and establish themselves as experts in their industry, leading to a more positive perception of their brand.

What are the challenges of native advertising?

One of the main concerns is that prospects may not be aware that they are viewing an ad and may mistake it for organic content. To address this issue, platforms require that native ads be clearly labeled as sponsored or promoted. Additionally, businesses must ensure that their native ads are transparent and provide accurate information to prospects.

Another challenge of native advertising is that it requires a different approach to advertising than traditional methods. Businesses must create content that is interesting, engaging, and relevant to their audience, rather than simply promoting their products or services. Native advertising also requires a different type of measurement and analysis than traditional advertising methods, as businesses must track engagement metrics rather than just impressions and clicks.