Native advertising is a form of online advertising.
It's a type of advertising widespread on websites of news, social media, and portals.
This kind of advertising is very effective on social networks because it can stimulate the reader's attention and facilitate sharing, making the ad more visible.
With native advertising, it's possible to sponsor content in the form of a journalistic headline with editorial contents.
How to create native advertising
To create effective native advertising, it's important to follow several steps, namely:
Step1
Conduct an omnichannel campaign:
The 70% of large and medium-sized companies considers this type of campaign as a source of strategic development.
An omnichannel strategy is based on the consumer's experience by creating a series of interactions between the customer and the product, a brand or a company.
To have an excellent native marketing strategy it is necessary to conduct an omnichannel campaign that ensures the ability to reach all types of consumers included in the target audience and to monitor the effectiveness of advertising in relation to the budget.
Step2
Select the most correct format
It is necessary to understand which format is most suitable for the type of message you wish to convey.
The formats of native advertising are:
- Sponsored Content: blog posts, social media content, editorials, magazine articles, and videos sponsored by a particular brand;
- Social: Facebook pages, Instagram, Twitter, Tik Tok;
- In-feed: a format that is inserted into the feed to monetize the site and improve user experience.
Each of these options has different characteristics and advantages; it is necessary to understand which one is the most effective for your advertising campaign.
Step3
Get inside the publisher's head
Native advertising spreads the message like an editorial headline, so to have a good communicative approach it is important to be consistent with the context and write like a publisher.
Choose your own tone and style to blend into an environment that is consistent with the message you want to convey.
Step4
Set your goals
When planning a native advertising strategy, it's important to choose achievable goals that are coherent with your site.
Each type of native advertising has different characteristics, therefore, it's necessary to carefully select all the metrics that evaluate the effectiveness of the advertising with the aim of achieving your goals.
Step5
Measure and optimize
It's important to assess the performance of your advertising and adopt the most effective approach consistent with the pre-set objectives.
It is necessary to measure and study various variables to optimize the campaign, thus offering different opportunities to seize for achieving one's ideal target.
Examples of native advertising
To better understand what native advertising is and how to create it, here are some significant examples:
Netflix and its promotion
Among the examples of native advertising, this represents an effective strategy for spreading one's message: Netflix promotes the series Narcos using the pages of the Wall Street Journal.
Netflix published comprehensive content about the world of cocaine and its economy to link back to the series being promoted.
The MSC Cruises fan page
MSC Cruises has a portal and a section
fanpage dedicated solely to its content.This category contains widget social of the company and articles portraying the theme of travel.
In the section, you can find posts that describe destinations and tips for getting around.
There are banners and partnerships with MSC Cruises, however, it is their content that is brought to the forefront.
Therefore, MSC Cruises has created a travel blog within one of the most visited portals in Italy.
This is an effective method for doing native advertising.
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
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