Native Advertising: Not the Devil Some Make It Out to Be
First, what is native advertising? It is a type of online advertising that uses content to build trust and engagement with would-be customers. For example, an article written by an advertiser to promote his or her product is often used . There is a lot of negative talk out there about native advertising, and the fact is that many of the generalizations simply are not true. Take the notion that native advertising is specifically designed to trick readers into ad clicks. While there may be an occasional campaign that is not properly labeled, most native advertising is honest and clearly denoted.
The best way for marketers and businesses to keep native advertising from being deceptive is to make sure that clear speech is used to disclose that the content is being provided by another brand. Don’t think this will keep readers from clicking. That’s the whole point of native advertising. The ad content goes right along with what the reader was looking at anyway.
Another misconception is that consumers do not like native advertising. According to one survey performed by HubSpot, almost three-quarters of consumers trust content that has been provided by a sponsor just as much as the rest of a site’s content. In fact, two-thirds of those surveyed said that they were more likely to click on sponsored content than on a banner.
The truth of the matter is that consumers like solid content. If that content is sponsored, so be it. They just want the content clearly marked in order to make an informed decision based on where the content came from. Beyond that, it doesn’t matter that a sponsor has paid for it.
The other complaint about native advertising is a lack of scalability. I’m not sure where that complaint came from or what information it is based on. The fact is that native ad exchanges can seamlessly integrate your content into thousands of different websites as opposed to placing your sponsored content on one particular site. I fail to see how some find that limiting.
In the end, the key determination between the type of native advertising that everyone hates and native ads that are praiseworthy is proper disclosure and relevancy. Using transparent language to distinguish sponsored content and allowing a page to feature targeted sponsored content go a long way to debunking negative claims about native advertising campaigns.