Native Ads: reinvented advertising
Starting from the fact that nobody (or almost) clicks on a promotional banner and most Internet users are zapping or blocking online advertisements, agencies and brands have sought – and found – a more appropriate advertising format for the era of non-intrusive editorial marketing. Code name: « native advertising ». Focus on a bearer and polemic concept.
Native Ads, what is it?
The native ads are characterized by their shape. This is judiciously designed in a manner similar to that of the site or application on which they appear. An asset that is their strength, since three-quarters of Internet users do not identify it as advertising content. By using the graphic charter of the site, for example, advertising seems « natural ».
In addition to having a form that makes them invisible, advertising content must adopt the appropriate format. Consider the example of Youtube where a video will be more appropriate than a photo.
They are already integrated seamlessly into Google search results and other search engines.
On Social Media
Everyone knows about sponsored stories on Facebook or tweets sponsored on Twitter. These formats have favored the emergence of native advertising.
Native Ads, a new form of advertising?
This form of paid advertising is not new in practice. Some web agencies are already involved in publishing articles on content management platforms. These are informative articles relaying to brand content. The native ads are currently undergoing a transformation. We are witnessing the recognition that brands can also produce high-quality content that is able to integrate well with the content of journalists.
Where do the Native Ads come from?
Consumer behavior is changing and audiences are fragmented. While before the majority of the audience was in front of the television, it is now less and less present. Professionals had to re-examine where consumers were spending their time. How can I align my content with their requirements? How can I become part of their user experience? « I want a non-interrupted advertising solution » is the answer they found. Content creators are in possession of this format which represents the best compromise at present. Consumers are obliged to see advertising but it does not interrupt their navigation.
What future for Native Ads?
Companies that are already present – or want to be – in the online advertising market will ask: « What type of content works best for native advertising? « What ROI can I hope with native advertising and how do I go about it? « These custom sizes still need standards to allow advertisers to implement them as easily as banner ads. Nevertheless, more and more initiatives are being taken in this direction. BIA / Kelsey reports that between now and 2017, revenues from native ads will almost triple, from $ 1.63 billion to $ 4.57 billion. And this, counting only the recipes of the social networks.