Native advertising – publishers hate it, advertisers love it

US Native Display Ad Revenue

Native advertising has become the “darling” os the advertising world because, when executed well, it can be an effective advertising vehicle. It can be SO effective, it has many advertisers convinced it may be “the next big thing”!

Yet many publishers resist – why is it such a big deal?

Essentially, native advertising is is paid content that appears in a consumer’s feed. In other words, it is usually “disguised” to look like regular content, but make no mistake. It is an ad, paid for by the advertiser.

It gets results because, sometimes, the content can be so well disguised, the consumer does not immediately realize they are looking at an ad. It looks, feels and behaves just like the editorial content that surrounds it. And that can be a problem for the publisher. It erodes their integrity and the consumer’s confidence in the publisher is compromised. After all, if the consumer cannot tell the difference between what is “real” and what is an “ad”, why would they trust the publisher?

Advertisers however, love the results they get. Because the ad is non-disruptive and authentic looking, significant time is spent with the brand being advertised. This can drive purchasing intent up to 3X higher than other advertising!

Today, there are three main reasons native advertising is so hot:

1. Native ads are proven to get higher levels of engagement than traditional, non-native ads.

2. Native ads are an effective way to get around ad blockers.

3. Last, but not least, in today’s growing climate of Social Media, it can be the ONLY way to reach audiences.

All-in-all, native advertising is on the rise and with many publishers keen to grow their ad revenues, we can expect to see a lot more of it. In the US alone, Native advertising is expected to grow to a massive $36 billion market by 2021, according to BI Intelligence Business Insider’s premium research service.

If you are a brand, agency or advertiser, Native advertising may seem to be a good thing. However, realize that your content has to be up to a high standard in order to (a) be considered by a publisher and (b) get the attention and engagement you seek.

If you are a publisher, be careful of Native Advertising as it can erode your credibility and editorial integrity.

Essentially, advertisers and publishers need to work together in order to ensure both get the results they want.

Some useful links include:

Free eBook on Native Advertising predictions http://offers.nativeadvertisinginstitute.com/23predictions2017 

Best practices for ethical Native Advertising http://www.burrellesluce.com/freshideas/2014/01/best-practices-for-ethical-native-advertising/ 


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