Native Advertising Explained

“Content is King”. Bill Gates said it 20 years ago when the internet was still at its infancy. He envisioned that in the age of free access to information, successful entrepreneurs would understand how to use the internet to their advantage simply shifting the focus from placing ads to offering valuable content to their customers in order to win their trust and to establish long lasting relationships with them.

This is why strategies like article marketing, blogging and video marketing work so well today. We don’t even think about it anymore but we consume this type of content every day. However, these marketing strategies do present the main challenge of being time consuming, which for the average person could be a huge hurdle.

On the other hand, paid advertising (like pay per click and banner advertising) has been for many years a great alternative, allowing business owners to reach targeted audiences with minimal effort, using established advertising platforms (e.g., Google and Facebook) to deliver their message.

In recent times though, paid advertising started to lose its efficacy,  with modern internet users have learned to recognize and ignore all kinds of pitches.

This is where native advertising comes…

Put simply, native advertising is a strategy to reach potential customers that blends traditional ad placing, article marketing and paid advertising.  Native advertising takes advantage of very popular websites (like YAHOO!, MSN and even CNN) to attract interested readers by placing an ad that looks more like a blog post. The nice thing about the strategy is that you don’t have to spend hours and hours creating content. At a fee (e.g., paying per click or per 1000’s of impressions) you can place the same blog post for as long as you like without looking spammy.

Those online publications that allow native ads however, make sure the quality of the content is high.  This is extremely important to them to keep a strong relationship with their audience and, most importantly for the advertiser, to make sure that native ads blend well with their own content.  If you think you’ve never surfed a website without native ads, think twice…here’s what native ads looks like:

cnn-native ads


Who is going to be interested in those posts on the right sidebar? Well, according to research from IPG media lab, native ads are viewed for the same amount of time as editorial content and people are much more likely to share them than a banner ad (32% versus 19% of respondents said they would do so).

So, what’s the advantage of Native ads and why are they attracting the attention of more and more advertising firms these days?

According to Felix Salmon at Reuters’, the difference between sponsored content and native ads, is that native content is more likely to go viral. So, native advertising is not just here to stay, it is destined to become the way that major corporations reach their audience in the modern internet age.

What’s cool though is that regular people with limited budget can use native advertising to get exposure on super popular website. Here’s a training that explains how to get started.

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