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Native advertising

childNative advertising is a form of online advertising that aims to attract consumers’ attention by providing content in the context of the user experience. This advertising format thus adapts both in form and in function to read user media. It is similar in this to infomercial, although native advertising tends to be clearer about its intentions. The aim is to make the least intrusive advertising, thus increasing the probability that the user click.

The most common form of native advertising is sponsored link on sites like Google or Twitter. A sponsored article on a dedicated blog can also be viewed as such.

The main principles of native advertising

For a native advertising to be considered as a quality advertising, it must meet these five principles:

  1. Telling an interesting story,

  2. Be entertaining,

  3. Be in line with the interests and expectations of users,

  4. Integrate seamlessly into the page that hosts it and not interfere with the user experience,

  5. Be clearly mentioned as “Sponsored”.

Opportunities and threats

Like all marketing innovations, native advertising has both advantages and disadvantages. Some defects will be resolved with time and technological innovations, others not. To decide whether to pursue or not the native advertising, it is necessary to take account of these benefits and drawbacks.

In short, brands and agencies with an interest in native advertising have much to gain, but should remain very cautious. Publishers, social networks and brands/agencies are likely to benefit from new revenue streams generated by the native advertising, as well as a value and a greater relevance to the target audience due to the voluntary nature support.

Meanwhile, all players are vulnerable to the infancy of the native publicity. This will require the establishment of training, regulations on transparency and disclosure, and it will also put more emphasis on the preservation of authenticity that consumers expect from the publisher/platform.

Huge growth expectation

In the United States the native advertising should represent $4.5 billion in 2017, against $2.36 billion in 2013. Three quarters of the major American publishers already offer native formats on their website. All the major US media have opened successfully native advertising: New York Times, Washington Post, Buzzfeed, Huffington Post, Condé Nast. International rules were also created on this concept (Adyoulike, Sharethrough, Nativo, AdsNative…)


More emergence: Bring out new advertising without disturbing the user. Native advertising provides visibility of advertising at the heart of the editorial and increase impact often harder to achieve due to the proliferation of traditional display advertising.

More releasing: Broadcasting longer content and space for expression is wider and more responsive than conventional formats.

Better and longer engagement: By integrating the advertiser at the heart of reading interests of the consumer to create a stronger connection with the brand or product. Editorial bail support provides reassurance and further engage the user. Providing specific content and quality (more likened to quality information than the “claims”) allows extended engagement.

Translated from Wikipedia

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