You’ve probably heard the term ‘Native Advertising’ over the last few weeks or months but what exactly is it? Does this scene sounds familiar?
You’re clicking your way through the many compelling articles on HuffingtonPost as we so often do, when you come across something that looks like this…
It looks just like every other article on HuffingtonPost – except for the presence of a Guinness at the bottom right and the word Guinness in the title. What is Guinness doing here you think? Guinness has purchased “Native Advertising.”
Native Advertising is purchased (or “sponsored”) content for a highly specific demographic that acts like natural, unpaid content. In other words, native advertising is supposed to look as if it belongs on a website, in a magazine, or on TV with all of the non-advertorial content.
Marketers love native advertising because users engage with it in the same voluntary way that they engage with articles, apps and pieces of content. Sometimes users may not even consciously be aware that they are engaging with native advertising. Native advertising also allows you more time with the consumer than a traditional banner ad or 15-second video because this type of advertising is long-form and allows a brand to tell a story, be humorous or even create a slideshow that draws the consumer in, all while leading them to a landing page of your choice if they choose to click.
As you look for more ways to actively engage consumers with your brand Native could be the answer. Each Retailer has a story to tell and native allows you to tell that story in a way that is appealing to the consumer. Below is a checklist of things to keep in mind when considering Native:
Native:
Authenticity
- Your native ad can perfectly match the editorial context of the site, but still spectacularly fail if there is not authentic continuity once the prospect reaches your own site. Ensure your editorial pieces match what you as a dealership stand for and can deliver on.
Action
- The best thing to sell with the kind of content that makes an advertisement “native” is more information. Provide independent value in your native advertisement that inherently creates a desire to discover even more.
Audience
- You want to build your own audience, not just pay to access someone else’s. This makes native ads work perfectly for you, since you’re not pitching products or services, you’re promising more valuable information that results in audience-building and brand loyalty.
How is Native Advertising different than traditional content or display marketing?
- Native is a form of content marketing, bridging the divide between content marketing (a pull strategy) and traditional advertising which is interruptive.
- Content Marketing pulls, traditional advertising pushes and native advertising pulls in a push setting.
Armed with this checklist, be sure to vet your media partners to ensure your thoughts and goals are aligned before embarking on a native journey.
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