What is native advertising?
The information literacy piece
“Paid advertising content on a website or social media feed that is independently produced by the advertiser but seamlessly integrated into the core content of the site or feed, conforming to its design and format”
Boundaries between editorial and native
Definition’s only tell you so much.
Native advertising can easily perform the functions of editorial content - providing someone with entertainment or information.
But, that is a light facade - because ultimately the goal is connect the audience with a brand message, and the intention to change perception, drive a purchase and more.
When we see native content, we are unaware of how independent it might be, if it overshadows editorial in terms of volume, or of the compliance discussions and assessments happening in a news company to approve an advertiser.
The Marketing Funnel
This funnel strategy is used by marketeers and news publishers’s brand studios worldwide.
It has changed over time, to adapt to suit audience demands, product requirements, and technology platforms. But, the core goal remains the same - turning a passive person into an engaged consumer.
Principles of Native Advertising
In my professional experience, there are three key pillars in creating native advertising:
Fulfilling a client’s objectives
Incorporating a news publisher’s values and ways of working
Meeting an audience need
Audiences feel confused and deceived
Research within the native advertising / branded content industry, and by academics has shown that audiences struggle to see the difference between native advertising, sponsored content, and real editorial news.
Within the UK even practitioners in the industry think content needs to be labeled more effectively.
For more see the Branded Content Research Hub’s studies and reports here.
Click here to find out more about the pilot TV show