Over the last few years, a new model of online advertising has been taking a strong-hold in the advertising industry. A model that offers publishers a new way of connecting brands and audiences, and that helps publishers finance themselves, without interrupting the user. Washington Post, New York Times and Forbes are just some of the publishers that have bet on native advertising, finding an attractive alternative to display ads and other traditional forms of advertising that adds value to readers instead of interrupting the user’s online experience.
The reasons for starting to use native ads are many, but here go some of the most notable ones:
1. Ads are always relevant content
Editorial content distributed by publishers as native advertising is just as relevant as what is written in newspaper’s editorial offices. Extra value is added by offering creative and elaborate formats that may not be able to be produced on a normal day in a publisher’s office.
2. Social media relevance
3. It adapts to the publisher’s site
4. Content is relevant and non-intrusive
Users are tired of banner ads that appear in the most unlikely places that encumber reading and at times seem impossible to close. Native formats contrary to display, are another article to read or video to watch of the many options published on a website.
5. Multiple formats are used
Native advertising is not stuck in traditional ad formats, but allows for the possibility of using questionnaire games, interactive videos or surveys that directly engage with the audience. True native works with interactive and new formats since the publisher doesn’t have to technologically develop the format.
6. The publisher decides, not the advertiser
7. Increases audience engagement
8. Changes the distribution model
Before it was the PR department’s mission to convince editorial to write well of the brand. Native advertising breaks with this PR model. The online publisher monetizes these actions and can control them to be the least intrusive possible.
9. Increases ROI
Native formats aren’t paid by empty impressions, with which there is no way to know whether the user paid attention to the ad. The native model is based on content consumption by the audience. The new CPE model (cost per engagement) adds profitability.
10. Native ads are transparent to the user
NativeAD is the only platform that develops the True Native model in Spain, offering full editorial guarantee that content created by brands has the same relevance as the rest of the editorial content and has a highly monetizable business model for publishers. Brands like Ikea, Mixta, LG, Telefónica, Carrefour, ING Direct are just some of the brands that have decided to innovate and use native ads in their recent campaigns.