Native Advertising Is Not Always Restricted To Content Marketers
Digital advertising has evolved into a phenomenon in front of our eyes. One of the new branches it is hanging onto currently is native advertising. Native advertising is a form of online advertising that matches the form and function of the platform on which it appears, giving off the same experience. From consumer point of view, native ads are more informative and less distracting, engaging the people in a natural manner.
As digital and mobile consumption accelerates each year, digital advertising has started to become one of the major sources of generating revenues. With every company adopting the digital ad path, native advertising is going to become the next big thing. Ads will now be more visual, feed-driven and personalized.
However, to ensure the opportunity is allowed to grow, we can not just restrict the domain of native advertising. It has to be exploited in every technological or digital aspect. So far, native advertising is seen in various types, starting from search advertising to in-stream advertising and in-game native formats.
Content marketing and native advertising are often considered synonymous, because of the high frequency at which content marketers use native advertising for content distribution. However, even though they are closely related, native advertising is not just a medium to distribute content. It is also a platform for marketers to reach their target market in an innovative way.
One of the broadest range of native advertising we see everyday is of in-stream advertising, through which a majority of companies are gaining monetary advantage. In-stream advertisement includes messages from marketers on social networks or content sites, showing timely sale offers, app downloads or content marketing messages.
Consumers are now so used to digital ads being displayed, that they expect the content will be personalized, relevant and gauge their interest. That is why the streams have to contain the best suited content, while ensuring transparency to maintain consumer trust. It is important to let the consumers know of the trust as well, so they can mark the difference between an editorial and advertising.
We have seen many content marketers at Yahoo resorting to native advertising to distribute content, but it is also being used by numerous search and display advertising partners to deliver their messages in a native context.
As business is rapidly immersing deeply into IT, marketers, publishers and consumers are also getting involved equally along with it in native advertising. This means that we are to see the format become even more appealing for the wider audience and users of this technique.