Definition of native advertising

Native advertising is increasingly important when designing a brand's digital marketing plan.

In Gowtech we define native advertising or Native Advertising as an advertising form in paid media that adapts to the form and functionality of the environment in which it appears.

Key characteristics of native advertising

The key factor of this type of advertising is that it is not perceived by the viewer as such and integrates as much as possible the surrounding environment. It adapts to the environment respecting the format and editorial style . Although, for ethical reasons, it should always be shown that it is promotional content.

Importance of content quality

We know that the key to the success of this new form of advertising as is the quality of the content that is presented. It is not enough to present the exclusively promotional content, but it is integrated in a way that provides value to the user, either in the form of useful information for it or through entertainment. In this way, the impact will be much greater for the individual. In addition, this content must be adapted to the device in which you are. Either through texts, images, videos and interactive content.

Growth and preference for native advertising

The growth of this phenomenon is increasing in the world of advertising. According to surveys conducted by the Online Publishers Association (OPA) , 53% of users are more attracted to the Native Advertising than for the rest of the traditional advertising formats. It is a very interesting fact for companies and more and more brands are encouraged to use this type of advertising to promote their products and services.

Traditional advertising impact

Traditional ads in Banner format are increasingly annoying for users and have become a practically invisible stimulus for them. Studies show that the use of advertising blockers has increased 92% since 2014. In many occasions, it even affects the image that users have on a brand and generates greater repulsion when they access the page and are continually interrupted by the ads. However, native advertising is integrated in such a flexible way to the navigation experience that is more attractive to the user.

Advantages of native advertising

For users and brands

Native advertising provides a series of advantages for both users and brands that adopt it in their strategies.

  • It offers interest content for the user and does not generate a reaction of rejection, if not curiosity and eager to consume.
  • For advertisers, it is an opportunity to promote their products and services in a less annoying way
  • It allows to develop the history of the brand in a less extensive and more dynamic way.

Concrete benefits

Regarding the benefits provided by native advertising:

  • The generation of new traffic at a lower cost per click.
  • Greater visibility on the part of the users.
  • Better navigation experience.
  • A better learning of the interests of the company's target.
  • A greater number of tickets at the top of the conversion funnel.

Cost and effectiveness

Another point in favor of native advertising is its cost. This type of advertising is more economical and effective than traditional advertising . This is due, to take advantage of the contents that are of interest to the user to promote products and services in a more discreet way.

Conclusions and recommendations

In short, native advertising is in full and for most brands has become a fundamental ingredient in their marketing plans. Before launching, a series of factors must be clear. In the first place, the objectives previously have to be clearly defined and what you want to achieve must be very clear. Secondly, you have to maximize the quality of the contents and adapt to the preferences of the customers to which it is directed. Finally, the end of this type of advertising is integration with the environment at the design level, editorial line, etc.

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