The Rise of Native Advertising: Do You Know What It Is?

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Contents
1 What is considered “native advertising”?
2 Who is betting on native advertising?
2.1 The rise of native advertising
Unlike an advertorial or advertorial in traditional media, native advertising is presented as content aligned with the editorial style and tone of the site, providing the type of information that the publication's audience expects from it.

If you want to engage your online consumers , you need to give them more of what they're looking for: content. In recent months, advertisers are becoming aware of this and are implementing list of timeshare owners it through sponsored content.

Native advertising
Image: DollarPhotoClub
Native advertising adapts to the context of the medium (like a chameleon)

Instead of interrupting users with banners , native advertising “seeks to connect with them to enrich their digital experience through truly relevant content.”

[Tweet “You are more likely to survive a plane crash than click on a banner ad”#OnlineMarketing”]

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What is considered “native advertising”?
According to IAB , native advertising can be classified under the following six formats:

1. Advertisement integrated into editorial content
This format can have several variants:

Content created jointly by the advertiser with the media's editorial team, which is integrated with the rest of the content and internally linked to another page within the site like any editorial article . Examples: Forbes, Mashable.
Sponsored links integrated into editorial content and directing to other pages (the brand page, for example). Examples: Youtube, Facebook, Twitter.
An advertisement integrated into the content , with the same editorial aspect as the page and that allows the person to interact with it (play, read, watch, among others) without leaving the page. Examples: Twitter, Instagram.
Native Advertising
Native Advertising Example Image courtesy: Marketo


2. Search Ads
These are the highlighted search results, placed above or around the natural results, including an identifying disclaimer that links to the page externally. Examples: Google, Bing, Yahoo.

3. Recommendation widgets
They are also native advertising. The advertisement or sponsored content is integrated into the page and does not have the appearance of editorial content , linking outside the site with expressions such as “you may also be interested in” Examples: Outbrain, Taboola.

4. Promoted Lists
Used on sites that do not have editorial spaces, but rather products or services. It blends into the browsing experience , in an identical way to the products or services offered on the site and links to an external website of the brand. Examples: Etsy, Fousquare, Amazon.

5. Standard ads, integrated with native elements
Ads positioned outside the editorial area and with relevant contextualized content that links to the brand's external page are similar to display ads , so that they stand out from the normal content of the page. Examples: OneSpot.

6. Custom native advertising
Formats with a custom design defined between the advertiser and the media's editorial teams and that do not fit into the previous formats, and can take on many different creative forms. Examples: Flipboard, Tumblr , Spotify.

Native Advertising
Example of native advertising on Flipboard's mobile app. Image: mopub
Native advertising benefits everyone involved: brands and agencies gain a more relevant and engaging way to reach their target audience.

Publishers make money from selling branded content to advertisers and consumers get more content than they are looking for.

Who is betting on native advertising?
By far, digital media outlets are the main players behind this new form of advertising. In fact, 62% of these platforms currently offer native advertising.

One of the most recognized media outlets whose business model is supported by native advertising is BuzzFeed .

Currently, more than 700 brands have bet and continue betting on native advertising in this publication to get more shares and traffic to their website. Among them: Captain Morgan , Virgin Mobile , Mini Cooper , Pepsi and Harper Collins .