IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or onlineCourse on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success storiesNative advertising (Native Advertising) is an advertising technique consisting of the insertion of visually and contextually integrated advertisements in a digital medium, newspapers, magazines or blogs, hiding as much as possible the differences between the content of the medium and the advertising message. This type of native advertising isn’t something that just popped up; it is the evolution of a format. During the last decade we have been witnessing the integration of brands and products in any space where content can be included, from product placement to sponsorship of the most exciting seconds of a sporting event or a large audience. Currently, digital marketing agencies not only seek the possibility of inserting the message in a space of great impact, but we also seek that the interlocutor does not perceive it strictly as a commercial message and also that the message has a certain relationship with the context in which we advertise. The objective of this integration between advertising and content seeks the following objectives:

Reduction of the barriers that users raise to strictly advertising spaces. Contextualization of the commercial message relating it to the subject matter of the content. Increase in the positive perception between valuable content and the advertising brand. Increased probability that the commercial message will be shared by being integrated into the content. Generation of higher performance in content marketing strategies increasing consumer confidence towards the brand. In this process of integrating the concept of native advertising to the internet medium, we observe how in the main digital publishing media and social networks different advertising spaces are enabled inserted in the editorial flow of the content so that, in the least invasive way possible, the user perceives the impact of the message  Turkey WhatsApp number list  without rejection. In this way, native advertising is seen for the same amount of time and with the same confidence as informational content. Below I show you some of the most relevant aspects of this type of advertising: Segmentation Compared to other forms of digital advertising, native advertising responds to a segmentation criterion that makes it unique: context. Obviously, if we carry out an advertising campaign in a football-related medium, we will be pursuing a very specific user profile, mainly men within an age segment and with an interest in a topic as specific as football. But if in addition to telling about football, we refer to a specific football team, we will be adding dimensions such as location and affinity to our segment.

We just have to imagine that the content talks about football and that it talks about Barça. Would this be a good time and place to sell Barça shirts? The concretion of our segment of potential clients is evident, but the level of affinity towards our product is complete. The format The multitude of formats and the scalability with which they are integrated into digital media does not stop increasing in relation to the versatility of the medium, the editorial web pages or the timelines of social networks, Facebook, Twitter, etc. Product promotion modules. Advertising ads surrounding the content or text of the article. Insertions in the Feeds or Timelime of social networks. Disguised insertions between search results. Recommended content modules. Visual continuity ads. Without a defined format, the advertising elements offer visual continuity at the graphic and color level, perfectly integrating the advertising message or messages into the page layout. Metrics The most notable peculiarity of native advertising is the low CTRs (click-throught) . This does not mean that advertising actions with native advertising do not work or are not as effective with other media. This means that it is common to observe thousands of impressions of our commercial messages and much fewer clicks compared to SEM (Search Engine Marketing) campaigns where the user develops a more proactive behavior. In SEM campaigns, the user is the one who takes the initiative in search of something and the advertiser anticipates offering him an option according to his search.

In native advertising, we place the user by finding out about a topic and we take advantage of it to offer him, in a friendly way and friendly, a product related to what you are reading. However, the fact of integrating our advertising message in digital media with a large audience and impact gives us a presence and distribution capacity that with SEM strategies we would never achieve. In most cases, the ineffectiveness of a native advertising campaign is confused with the ineffectiveness of its planners. Below I detail 4 common mistakes to a digital media campaign that does not work:A poor choice of advertising format A wrong selection of media and contexts Bad creativity An incorrect reading and interpretation of the metrics and KPIs. After a bad result, there is usually a bad creativity Statistics Not long ago I read a Sharethrought study on native effectiveness, the data of which caught my attention in addition to its consistency:Users see native advertising 53% more often than banners or display advertising. Of a universe of 4,770 users analyzed, 25% of them noticed the ads inserted in the feeds as native ads compared to 20% of them who did so in the classic banners.

Native ads developed 18% more purchase intention than banners and increased the metrics that defined affinity to a brand by 9%. 32% of users expressed their intention to share a native ad with a friend or family member compared to 19% regarding display or banner ads. It is evident that native advertising is more effective than banners when inserts are used as differentiated advertising modules from the rest of the content. Does this mean that we have to do away with banners? Native advertising vs banners Lately you have heard a lot about the disappearance of banners, megabanners, layers and rich media in general, in favor of native advertising. Some have even said that the banner is dead. This is like saying that TV spots are dead because now people use YouTube. From my point of view, these formats respond to very similar objectives, mainly to capture the user’s attention to communicate something to them. Although the mechanisms they develop are very different because the moment and the place in which they are presented are different. A mega-banner at the top of a web page is the first impact of information that a user receives when opening a site. If the user does not continue reading the content, the native advertising inserted in the context will have no effect.

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