Native Advertising….you’ve probably heard about it, but what exactly is it? And, more importantly, what can it do for your brand? In this column, our Sales Manager Nathalie Hagenstein explains what native advertising is and what its possibilities are. Keep reading and you will wonder how you’ve ever done business without it😉.
Native Advertising, what is it?
Native advertising is a form of advertising that looks exactly like a ‘regular’ item on the platform it appears on. It’s an ad in disguise that blends into the rest of the ‘news’. The fit between the platform and article, and thematical relevance are key. Native advertising can be implemented in different ways, either online or in print media. When it comes to offline, think of advertorials. These advertorials are articles in the style of the publisher. When it comes to online, native advertising is mainly used under the name branded content or partner content.
What can you do with native advertising?
Through native advertising you can advertise without the ad looking like an ad. They’re not flat out adverts, but editorial pieces that inform and fit the content of the magazine or platform. Objective editorial content can also be called partner content. It can increase brand awareness amongst a selective audience, who are searching for in-depth articles. It’s a way to be distinctive from traditional advertisers and to do something great with the content you have available.
Native advertising online, how does it work?
An example of native advertising online is an advertorial, called branded content or partner content. Think of sponsored articles on websites of famous bloggers or publishers. But also through the social media channels (Facebook/Instagram) of well-known publishers, like the way our label prettysocial media does it. Publishers are well-known brands, dailies and magazines.
The sponsored content can be a photo as well as a video and is distributed through the social media channels of a selected publisher. See it as a way to get influencers to carry your message. Not bloggers or vloggers, but platforms with authority.
For museums we use prettysocial media regularly. We often collaborate with the publisher Museumtijdschrift. The message of the museum, for example one about a new exhibition, is carried by Museumtijdschrift. Organically, but also through paid advertising.
Why you should use native advertising for your brand…
Through native advertising you can achieve your goals without the message being seen as purely commercial. The message is carried by a well-known publisher or blogger, which makes the content (seem) more authentic, if done well. You let someone else tell others how good or special you are. The publisher tells your story instead of you telling it yourself. You use the image and name of this publisher.
This way you can achieve different goals in a reliable and creative way. Is branding, awareness, traffic or conversion your goal? You can achieve them all through native advertising. “I am Person X and I approve this message” has no place in native advertising.
Advertorials on news websites can be seen as belonging to another form of native advertising. Advertorials can be published locally, regionally and/or nationally. Your article is seen as editorial content and should fit the reader and media it is published in, whether it’s a local paper or a regional website.
What to look out for when using native advertising
When you’re using native advertising, relevance between the publisher and you as the advertiser is important. Your message should fit the publisher and the target audience this publisher reaches.
Also, your goal has to be clear. Only this way it’s possible to measure and evaluate the effect of your native advertising campaign.
Lastly, content is still king. Even if the target audience, publisher and goal are evident, when your content doesn’t fit, the message won’t come across as you meant it to.
“In our opinion, the formula for success in a native advertising campaign is the sum of the following:
Native advertising is particularly successful when you bring your target audience something before you collect something. You bring something in the form of relevant, authentic content, which will bring you the wanted results. This is the power of native advertising as opposed to more commercial ads.
How do we approach native advertising campaigns?
As a marketing media agency, we have the right inhouse expertise to set up your native advertising campaigns. We are in touch with different publishers and can offer more than 300 online publishers through our label prettysocial media. Finding a relevant publisher is easy. 😉.
Our specialists optimise campaigns daily to make them as successful as possible. They also give you tips and tricks for your next campaigns.
CTRs of 1,5% (when the campaigns is done right) are no exception. For Afrika Museum (the exhibition World Press Photo), we achieved a CTR over 5% through the publisher Elsevier Weekblad.
Great examples? Of course!
Good examples are the campaigns in which the publisher is relevant, the goal is clear and the content is strong. One of those is a branded content campaign for Sawadee in which two flights took place. In the first flight Elsevier Weekblad was used to put Sawadee’s family trips on the map. Elsevier Weekblad was used as an authority on the matter to lead the target audience to the website. On the website people could read about the best destinations in the coming year (a good example of authentic content that fits the target audience).
In the second flight KIJK magazine was used to reach an entirely different target audience: 22- to 35-year-olds that are interested in ‘adventurous’ travels. The goal in this flight was gathering people’s information through a sweepstakes. In both campaigns there was a clear goal, a relevant publisher and target audience, and strong content that fit the two.
There are many more, strong campaigns we can tell you about. ‘Sectorinstituut Transport en Logistiek’ with Truckstar (exactly the right target audience and so very relevant). Lingerie brands Marie Jo and PrimaDonna with women’s magazines Marie Claire and Grazia (relevance and beautiful content). ‘Nederlandse MKB Participatiemaatschappij’ aimed at a financial and business target audience with Business Insider NL. ‘Meerdervoort Vastgoedfondsen’ with De Financiële Telegraaf and Elsevier Weekblad.
What kind of results can you achieve through a native advertising campaign?
Average results depend on goal, sector, content and thematical relevance. When it comes to CTR, the results are always higher when the message comes from a publisher than when it’s advertised through the advertiser’s page (with the exact same content).
Below you can find a list of achieved results, through the use of native advertising by one of our clients. They will certainly surprise you!
Are you the next one to use native advertising?