Why Use Native Advertising

According to recent survey on Copyblogger, most marketers don’t budget for native advertising.  However, it can be hypothesized that statistic is in part driven by confusion on what native advertising means.  “Native advertising” may be a buzz word of today, but the concept is old.  Native advertising is nothing more than advertorial.  The only difference is that advertorial typically refers to print media, whereas native advertising is a term typically refer to digital media – in all its forms. 

Native advertising can be a blog post that’s specifically written for that blog’s reader, but branded nevertheless.  Native advertising can be a video filmed just for that website’s audience, but branded nevertheless.

Native advertising is just traditional advertising meets content marketing.  Traditional advertising focuses on delivering your brand message to your target consumer in a medium that can reach your target consumer.  Content marketing is marketing by providing relevant and interesting content to your target consumer.  Native advertising is simply delivering relevant and interesting content to your target consumer in a medium that can reach your target consumer.  The advantage of native advertising is for content marketing to work, you need to have your own base of loyal and engaged followers.  Native advertising gives you a way engage an existing audience base with your content.  For many advertisers, this base of engaged audience is priceless. 

 

Copyblogger's 2014 State of Native Advertising Report
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