What is Native Advertising?
Native advertising is a version of a paid advertising that matches the look, feel and function of a media format in which they appear. A native ad is a direct-paid opportunity that brands will pay for the placement of content on platforms outside of their owned media properties. Typically, they are informative articles rather than overly product-focused advertising. They are designed to be useful, interesting and highly targeted.
Keep in mind that native ads must follow FTC (Federal Trade Commission) and the IAB (Interactive Advertising Bureau) regulations and there are telltale signs of native content such as labeling the article as “Sponsored” so consumers aren’t misled by the publisher.
At Swift Communications, we offer a unique native advertising program to our advertisers that allow brands to reach our targeted audiences. In this post, we’ll cover native advertising best practices and showcase examples of native done right.
Why Turn to Native?
Well, native advertising works. Plain and simple. In fact, according to Outbrain, consumers look at native ads 53% more than display ads. And native ads create an 18% increase in purchase intent, and the visual engagement with native ads is the same, and even slightly higher than the original editorial content.
Even more so, native helps fight ad fatigue. It helps a brand stand out from all the other competitors serving display ads. As long as the content is relevant and interesting your audience is much more likely to engage. In a recent study at Stanford University, researchers found that native advertising fools nobody. Consumers are well aware that they are viewing a form of advertising, however, native ads still have a significant effect on purchase behavior.
Native Advertising Done Right
The New York Times
Take a look at this example from the New York Times “T Brand Studio.” The articles from their advertiser’s complement the editorial content in a subtle way without feeling intrusive. The article from Adobe is a well-researched piece on VR and the impact to shopping in the future. It provides valuable insights and statistics with trends without appearing too salesy.
100% Happier App
Instagram takes the gold for turning advertising into a native experience. More often than less you’ll be scrolling through dozens of ads that take a native form to the platform. This makes it more difficult for brands to stand out when they are trying to promote something. I thought this example from the 100% Happier app was a fun and engaging that gets viewers involved and more likely interested in how they can be a “happier” person by downloading the meditation app.
A British health supplement company Seven Seas utilized native content by curating a sponsored page of positive and uplifting news in The Telegraph. You can hardly tell that this content was brought to you by a cod liver oil company. In fact, all the stories on this page have nothing to do with the product itself. It’s leveraging the simple act of association and positivity to drive brand awareness. This goes to show you that native ads don’t necessarily need to be self-promotional whatsoever. All you need is a brand idea and content to help you make a strong statement.
The Washington Post
Mercedes Benz partnered with The Washington Post on this native advertising example called “The rise of the superhuman.” The focus is on various technologies that turn people into superhumans such as robotic exoskeleton suits, VR in medical settings and of course the Mercedes Benz E-class series that integrates the new Intelligent Drive system. The native content is interactive with content such as quizzes and hot spots where users can get more information. The example relies on the powerful connection between the car and cutting-edge technological excellence.
Another great example of native advertising was done in collaboration with Susan G Komen breast cancer foundation and the Ad Council which highlights this important cause with advertising best practices. When you click on this ad you’ll land on a well-designed website that provides health resources, personal stories and important facts and information about risk factors and screening. Not to mention the “Know Your Girls” campaign slogan is a catchy title intriguing the target audience to click on.
These five examples are by no means an exhaustive list. They do however provide a great taste of how native advertising can be effective if executive properly. Push the boundaries by creating native content for your next advertising campaign. Learn how Swift Local Solutions can help by contacting us today.