Native Advertising - Explained
What is Native Advertising?
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Table of ContentsWhat is Native Advertising?How does Native Advertising Work? Academic Research on Native Advertising
What is Native Advertising?
Native Advertising is a type of advertising that is not distinct from the other contents on the platform. Native advertising promotes a product or service, but the promotional message is crafted in a way that it blends with the main content. This type of advertising often appears online, and the advertisement follows the style and form of the editorial content of the site.
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How does Native Advertising Work?
Native advertisements often manifest as an article or video that appears similar to the original content of the platform. Although native advertising gained popularity on the internet, it predates the internet. These advertisements are generally differentiated from the main content of the website by using sponsored, promoted, partner or other such titles. Native advertisements do not necessarily have a clear call for action or reference to the advertiser company, it may intend to raise the demand for the product or service. The editorial policy of the platform decides to what extent a native advertisement is identified as paid content. Native advertising is opposite of the concept of interrupt marketing. Although the consumption of online content has risen radically during the last two decades the users often tend to ignore the banner and box ads published online. They do not like to click on the advertisements and ignores it altogether. The banner blindness or ad blindness is a challenge for the advertisers who want to use online platforms for promoting their products. Publishing advertorials is a common practice in print media for long, which is adopted by online advertisers as native advertising. As the whole content promotes the advertisement message, the advertiser doesnt need to worry about the clicks. The user reads or views the advertisement content if it interests them. There are three different models of native advertising as classified by the American Press Institute (API). Those are the underwriting model, the agency model, and the platform model. In the underwriting model, independently crafted content is matched to the advertisers message. The content is created by the editorial team, the publisher may offer an advertiser to sponsor it with complementary marketing messages. In the underwriting model, the publisher has full control over the content. Sometimes, a publisher may use an old content to fit it to the advertisers message. In the agency model, a team of editorial staffs helps the advertiser to create a content that promotes the advertising message. The team develops the content in a way that looks like the other contents published on the platform. Generally, this is a separate team from the main editorial content creators. This team is specialized in creating native advertising content. In the platform model, the advertiser is allowed to publish content on the platform like any other content contributor. The advertisers put forward their message under their own name. The publisher makes sure that the advertising content is identified as coming from the company. Native advertising has been successful to draw the attention of the consumers to the intended message without coercing them. Many companies use native advertisements quite effectively to attract customers.