For all the hype about native advertising by marketers, agency creative folks and traditional news publishers, the genre is nothing more than a fancifully dressed up, repackaged iteration of the original magazine advertorial.
GigaOM founder Om Malik described native advertising as “a sales pitch that fits right into the flow of the information being shown.” Native advertising is supposed to differ from other advertising vehicles as it sharpens focus on content. The format is intended to fit seamlessly within a page or screen, essentially, not interrupt it. And because of that, engagement should increase.
Here are five truths about native advertising that marketers can leverage to make the most of this medium.
- Truth #1: Native ads are just re-purposed digital versions of print advertorials.
- Truth #2: Native advertising is a different spin on a sponsored post.
- Truth #3: Native ads and sponsored content create surprising results.
- Truth #4: Digital marketers need better pickup lines.
- Truth #5: Distribution is sh%t without content.
Marketers have an opportunity to strive to build native ad content that is tailored and personalized, ideally hyperlocal. The question then becomes: How do you scale your native advertising? If native advertising simply turns into in-stream banner ads, then the shining star will fade fast.
To better understand my viewpoint and learn how marketers can cut through the confusion and stand out, you can read a byline I wrote for Entrepreneur. There I’ve provided some examples and deeper explanation for each of these truths. I have also put together a visual representation of these native advertising truths in this presentation: