Native advertising

Perhaps you already noticed it, but lately a new type of marketing is used more and more often called: native advertising. But what exactly is native advertising? Native advertising is simply sponsored content that is written in the same style as the website its been published on. A good example of native advertisement is Intel who explains in an article/video the impact of big data for your marketing campaign and, naturally, how Intel can help you process this big data.

Native Advertising

Native advertising is often compared with sponsored content or advertorials and they are similar to each other. However, the big difference is that native advertising is often written by a copywriter (who in most cases works for the website the ad is published on) who knows what the target group is interested in, and the advertiser often only provides the subject of the article but does not write it. This way relevant content is created that the target audience actually wants to read.

Native advertising is often published on websites that mainly offer informative content such as news websites and blogs. The revenues of these websites are often dependent on the income display/banner ads generate. But the income of these ads are declining; therefore, they use native advertising more and more, because it works!

Recent research done by sharetrough shows that visitors read native ads 52% more than banner ads. This research also shows that 52% of the native ads visitors had the intention to purchase the product whereas this was only 34% with banner ads. Because of these reasons websites are using native advertising more and more instead of display advertising.

Another advantage of native advertising is that more people share it, the reason behind this is that the content is written with the target audience in mind. Therefore, the target group actually thinks that the content is relevant and wants to share it with their peers. This increases the chances of an article going viral, which is shown in the research done by sharetrough as 32% of the native advertising visitors were willing to share it while with banner ad visitors only 19% of the visitors were willing to share the content.

There is some controversy tough regarding native advertising, as some people think that readers are being manipulated. This because of the fact that readers often don’t recognize that they are reading sponsored content or content written without financing. A good example is the popular website buzzfeed. Buzzfeed’s revenue is fully dependent on native advertising, although most people have no idea that they are reading sponsored content. Therefore, a simple test can you recognize which company sponsored this post?