Native advertising: a complete overview and good examples. Modern Marketing Trend: Native Advertising VK Native Advertising

Turning pages in glossy magazines, you can periodically come across direct advertising, and sometimes hidden.

With the first case, everything is immediately clear, they tell you directly what, where and when to buy. And in the second case, everything is much more interesting, since the material does not look like advertising, it is even useful in some way and you want to study it without a gun at your temple.

native advertising without smarties

But in order to achieve it, you need to clearly distinguish between the idea and “. To get results here and now, you need to focus on the second.

Examples of native advertising

Let's now see how this is applied in practice and consider different types native advertising. I am sure that you will have a couple of ideas on how to adapt them to your business.

Moreover, all examples are fully suitable for ordinary classical business, so the phrase “Everything is specific with us” can immediately be put aside.

1. Product reviews

Feedback example

What this article was born from, and what every more or less active user of the social network Instagram sees every day.

It seems to be an ordinary post of one fit girl who “boasts” with a sports corset to reduce her waist. True, links to accounts give out an advertising message in it.

I am sure that some of the readers who subscribed to her followed these links and ordered corsets to be just like her.

After all, if you see an expert or trust a certain person, you will also be loyal to the company for which he put in a few words. Therefore, the very idea of ​​moving through the leaders is very strong.

2. Sponsored articles

Sponsored article example

You can negotiate with a certain platform so that they write an article on a topic suitable for you, and you would tactfully fit between the lines with your proposal.

For example, as they did in the example above, pills for abdominal pain. And as you may have guessed, the article was written specifically for the request “Stomach hurts”.

Article from a partner

Or another example of a custom article above. But where it is no longer embarrassingly announced that everything was written by the partner / sponsor of the resource.

Native advertising in a magazine

The final example from the theme “Native advertising in magazines”. By the way, this is our leader in the photo more than 4 years ago. You can even see our very first logo at the end of the article. In the material itself, there are no calls to come to our company, but we simply talk about a non-competitive business model.

3. Advertising in the news feed of social networks

Advertising in Lena

For example, the picture shows native advertising in social networks, namely on Facebook, and this is also native advertising.

The fact is that I recently looked through promotional camp sites on this discount site, but I never bought it. And here is the result.

They are catching up with me with the offer that I watched. But we call this ad native for a reason, it is shown in the news feed in groups about holidays, where I visit from time to time, and there it looks quite logical and not aggressive.

4. Product placement

Product placement example

Here we are not talking about 100 thousand rubles of the advertising budget per month. Such projects and prices can be afforded by large companies with huge budgets.

This video ensured sales of talking hamsters to the E5 online store for six months in advance (for example, 6,000 units of goods were sold out on the first day of its release).

And as you can understand, the video was filmed literally for 3 kopecks and there is not a single call for the purchase of this toy in it.

8. Video embed

Video embed example

In the example above, you can see how the Binoma company embedded its ad in another author’s video on the topic “ Stock market for newbies".

Briefly about the main

Yahoo research says that by 2020 the share of such advertising will be 56% of the share of all advertising in Europe.

And I completely agree with them. She is invisible, natural and unobtrusive. And at the same time, it is everywhere: in books, the Internet and films.

If you give advice on the use of native advertising for business in Russia, then I would advise you to make part of your advertising just like that.

The main idea is right choice platforms for native advertising, so that it is at the junction of conventional advertising and . Then the result will exceed all expectations.

But you also need not to be crazy about the idea of ​​making all advertising as invisible as possible, because you can’t be ashamed of what you are doing.

You need to look for a fine line so that people do not swear at “pushing in”, but at the same time clearly realize that they need to take action in the direction of your product.

Natural (native) advertising is unobtrusive, corresponding to the format and functions of the platform on which it is placed. As a rule, it includes branded materials on the pages of publications. The CPU compiled a selection with successful examples of such content.

The main advantage of Native Ad is that the user perceives it like any other content posted on the resource, his brain does not block sections of the page, as is the case with banners. Marketers, speaking about this advertising mechanism, note its ability to control the attention of users and stand out from other advertising messages.

According to a report by market research firm eMarketer, native social media ad spending will reach $5 billion by 2017.

The New York Times and Netflix

The American movie and series provider Netflix sponsored a story on the New York Times website on the life of imprisoned women, including statistical data and expert commentary. There is only one mention of the advertiser in the material - when the journalist gives the floor to the author of the memoir "Orange is the new black" Piper Kerman (Piper Kerman), who inspired Netflix to create the series of the same name.

Since the article is fully consistent with the format and nature of the publication, the content does not look like advertising. In addition, the advertiser successfully played on positive associations: “This represents Netflix ... a company that really cares about this topic,” said Outbrain revenue manager Tom Foran in an interview with Mashable. In his opinion, this material shows that Netflix understands the real problems of society and can truthfully show them to viewers in their video products.

Buzzfeed and Game of Thrones

On Buzzfeed, where natural advertising is traditionally part of general content, a advertising material How would you die in Game of Thrones? The user is asked to take a test and answer a series of questions (“What is your biggest fear?”, “How do you imagine heaven?”, “How will you be remembered?”, etc.), after which an answer with an explanation appears.

The test fits perfectly into the interactive format of Buzzfeed, which specializes in entertainment content. Users of the resource are extremely positive about such advertising and, judging by the number of positive responses, they don’t even notice that the materials are branded (or they don’t care).

The Atlantic and IBM

On the website of the news and analytical publication The Atlantic, a section on business improvement was created, divided into several sections, including Mobile, Clouds and Big Data. IBM managers regularly published materials with interesting statistics and infographics from their research. As a result, they managed to create a series of materials that should help entrepreneurs increase the efficiency of employees, optimize business processes and achieve greater impact from their projects.

College Humor and Vitamin Water

As part of advertising campaign brand Vitaminwater #makeboringbrilliant on the comic site College Humor published a video where a beggar on the subway begins to behave completely differently from what is expected of him. Man with paper cup enters the car and asks for attention, but instead of complaining to others about the injustice of fate, he begins to brag about how great his life is. He talks about his house with a swimming pool, a great job at a financial institution, and a smart daughter. When the passengers start laughing, he asks them to congratulate him and give him a high five.

This video was part of a series of videos where a team of actors play pranks on people to show how a boring subway ride or an ordinary visit to an exhibition can turn into a real performance.

The Onion and White Wing

The promotional content for the alcohol brand White Wing is made in the style of a joke news report about the sudden appearance of birds that look exactly like bottles of beer. A great example of how the site controls the content of the commercial - if an advertiser wants to be placed on The Onion, he will have to accept the rules of a resource that positions itself as a satirical news agency.

If you make a contemptuous face at such a suggestion, you may not know everything about this tool. But it is not the tool itself that is bad, but its inept use. The main problem of native advertising is the thin line between good native material and “jeans”, which does not attract customers and does not inspire confidence, but deals a double blow - immediately to the reputation of the brand and the site.

What is good and what is bad

Good native advertising is a gopher that we have never seen, but we know that it is. That is why in conversations about native advertising, disputes so often arise - is it or is it not. For example, videos on YouTube with hundreds of thousands of views, where a child talks about new designers, is this an advertisement for a brand or a sincere passion for a child? They are so natural that only those who take them off know the correct answer.

Naturalness is what readers are used to seeing when they visit the site. Useful articles in the "how" and "why" format, industry analytics, case studies, entertainment materials. That is what they are willing to spend time and attention on, and not on advertising.

Bad native advertising is always visible to the naked eye. If, after reading the text or watching the video, you still have a feeling of deception, negativity, disappointment, and at the same time the understanding that something is being sold to you, this is it.

An example of native material about the Church of Scientology, which appeared in the respected publication The Atlantic in 2012, has already become a textbook. In the text, published as regular informational articles of the publication, which readers are accustomed to trust, they talked about the achievements of the Church over 60 years, without stinting on admiration and listing exclusively positive moments.

The publisher made several mistakes at once when placing the material:

• controversial religious topics
• biased, evaluative presentation of material - propaganda instead of information,
• lack of useful and valuable information,
• violation of the main criterion of good native advertising - naturalness.

As a result, readers raised a storm - negative comments fell on the publisher. The material had to be removed and a penitential letter written, promising not to repeat such a mistake again.

Other publishers have also drawn conclusions: now the editorial policy of native advertising is strictly prescribed and monitored. The motivation is simple: if the media values ​​its reputation, it will follow the naturalness of the native. Those who know how to say a firm "no" to the disguise of advertising messages as news, as a result, receive both respect from readers and cooperation with brands.

Disguise also includes the currently popular storytelling with a call to buy at the end. This is another example where the tool itself is good, but applied too bluntly. I will quote Katerina Yeroshina:

The problem with jeans is that journalists and advertisers try to deceive the reader and "veil" the mention of a brand or product. But the reader most often sees and feels the deceit, and is disappointed in the product or brand.

“Native advertising is a delicate matter. You overdo it a little and that's it, the opposite effect. I had a case when I deployed a content marketing case. The task was to show the unique interaction between brand experts, content strategist and copywriters. The brand's PR team approved the text, which included laudatory odes to the founders of the brand, heads of departments who interacted with copywriters. There was a press release. After the revision, when all the curlyness and prettiness were removed, the work came to the fore. Brand coaching for copywriters, content creation chain. Without false words about the “founding fathers”, the case became bright, interesting, received a lot of views, reposts and other reactions.”

Nata Hare, Chief Editor blog WebPromoExperts

So once again: say no to any disguise:

• cheap soulful storytelling with a direct sale at the end,
• cases with a blurred description of what was done, no results, but with “come to us”,
• a review of products with exceptionally positive features,
• press releases and amazing PR texts in the style of "we are very cool."

When the struggle is for every second of the reader's time and attention, no one will read this. The more difficult it is to distinguish material from editorial and at the same time it works for the reputation of your company, the better native advertising.

What does a good native look like?

So, you need material that is natural for the reader and the site - as similar as possible to ordinary media content and not like traditional advertising, not causing rejection and bypassing banner blindness.

Easy to say, but is it so easy to do? When preparing the material, check yourself against such a list.

Choose a venue

And study the rules of placement on the site and the requirements of the editors, look at the materials, find out the expectations of the audience. Make sure that the readers of the site intersect with your target audience, and that the resource has high traffic.

Determine the submission format

The most popular formats are branded content from the site’s editors, when your participation in the preparation of the material is indicated using the marks “partnership material”, “sponsored”, “special project with ...” or an expert article from the “face of the brand”, when the article is signed by the name of the author with indicating its affiliation with the brand.

Formulate the correct task of the text

Wrong: so that the reader immediately goes to our website and buys. That's right: so that the reader hears about our company, wants to know more, understands that we are experts in this matter.

Remember that reader benefit always comes first.

In any of the three main manifestations: to inform, educate or entertain. Choosing one of the sides will help determine the format of the material.

Accurate data and non-judgmental submission

Qualitative data, honest statistics, mandatory fact checking. Don't try to fool the reader - in the world available internet the truth will come out quickly. Do not allow an assessment and a position of "good" or "bad", only reliable information that the reader will evaluate for himself.

Check brand connection

Are mentions and brand connections enough to make the material work? Communication should be unobtrusive, without a direct call to buy.

“Netpeak blog editors publish guest posts from third-party authors. Sometimes they turn to us for a topic, but most often they come with ready-made material. Sometimes the authors of guest posts place links in the text to their resources, services, sometimes they are limited to mentioning the place of work in the biography. Of course, we make sure that the text contains no more than one link to the author's resource. If the text is unique, corresponds to the red policy and solves an important task for our readers, we will take it.

As a result, the most effective are detailed cases - the history of the development of the project or other people's projects with the help of the services of the author. Points for authors add real numbers and open brand names. Such texts get quite a lot of traffic from social networks, and then from search engines.”

Georgy Ryaboy,Head of Internal Content at Netpeak

Are there perfectly correct native formats

Meduza Director Ilya Krasilshchik, speaking at the Lviv Media Forum told that p Approximately 80% of Meduza's money comes from native advertising. Therefore, we will start the story about successful native formats with vivid examples of this resource.

affiliate material Foxford Online Schools, answering popular questions from parents about summer schooling

Another example from Medusa is the use of native advertising in tests and games.

This material is not marked as affiliate, but on the first page there is a mention of the person who helped prepare the test. Next - the game mechanics do their job

Digital publications that have earned the trust of readers with useful specialized information choose formats of expert articles, analytical materials, case studies, tool reviews for native advertising. Readers come for the "meat" and want to know everything about promoting a business on the Internet, so this is appropriate and natural.

However, even here the success of the native is determined not by the format, but by the content. Here are some good examples.

An article on Cossa about promoting a brand with the help of microbloggers, written by a Getblogger PR manager, with a detailed algorithm of actions that meets the needs of readers

Review of the same service from the editors of Cossa - with specifics and without laudatory ratings

“Cossa offers many ad formats and almost all of them are native. For native advertising too many formats , so we prefer to call the formats in more familiar and understandable terms: an advertising article, an advertisement in a block of recommended articles, a post in social networks.

At the same time, the commercial department has to balance between the wishes of the advertiser and the editorial policy. The fact is that not all advertisers have understood the essence of modern advertising formats, some still want to publish something like “we are the best”, thereby losing to those who make high-quality articles. All this needs to be explained.

When people come to us with a ready-made advertising text, the editors usually refine the material so that the advertisement really attracts attention and benefits. Sometimes we are approached by companies that want to advertise services or products on Cossa, but don't know how. Then we do everything: choose the appropriate format, write good article, we come up with a special project. There are many options."

Roman Skrupnik, editor of Cossa

But not the most successful example of native advertising. An article on why to work with major agency better than with freelancers, with conditional examples that do not inspire confidence (but I would like numbers), written from the position of a man in a white coat and an unambiguous assessment and conclusion.

And yes, with a call to address at the end

And here is a good example from vc.ru. The subject and task of the text are similar to the example above, but the presentation is completely different.

itstory , which you want to read, starting with the title

And by the way, stories. Unlike stories with an instant offer to buy, which will continue to cause rejection and negative readers, here is an example of native storytelling that works for the brand.

In its history , published on "It's interesting to live", Elena Rezanova talks about how she decided to make drastic changes in her life and gives advice to readers that can help along the way.

At the same time, the only time it is mentioned what she does is in the caption to the author's name at the beginning of the article.

Stories - inspire, give emotions, entertain. This is also a benefit and positive for your brand, if not killed with clumsy advertising. Stories should be natural, not rubber and sucked from the finger. Write them when it is already impossible not to write.

If you still decide to include native advertising in your brand promotion strategy, do not forget about other working formats:

• expert comments,
• video clips,
• memes and infographics,

• According to Yandex*, a third of Internet users in Russia already use ad blockers, and another 13% want to install them. This means that the competition between advertisers is growing and it is necessary to look for solutions that are not affected by blocking. Because of this, native advertising is increasingly being chosen as the main type of advertising, as it harmoniously fits into the content, not only does not irritate users, but also turns out to be useful. In such advertising, the content and the way it is presented come to the fore. We have prepared for you examples of native advertising that have already worked. Read and be inspired!

  Outstanding Content

  1. Shopping revolution

  The T Brand Studio Team by The New York The Times cleverly combines subtle native advertising with quality content marketing. An Adobe article talks about technical revolution classic shopping, which needs to compete with online shopping, and trends in the use of virtual or augmented reality in stores. Adobe advertises its service, but in a completely unobtrusive way.

  2. Blood, sweat and data

  IBM and The Atlantic have produced a series of articles "Blood, sweat and data", which talks about innovations in sports medicine and equipment. In addition, company representatives discuss whether their infographics and open statistics can be as useful as developments in the field of sports.

  

  3. About human kindness

  UK-based nutritional supplement company Seven Seas has sponsored a news page that uplifts the spirits or highlights human kindness. For example:

  • “Scientists have succeeded in reversing the aging process in animals”;
  • "The boy donated his hair to create hairstyles for dolls";
  • "Man takes his terminally ill dog on a farewell tour of the country."

  Despite the fact that all these topics have nothing to do with nutritional supplements, visitors to the page will subconsciously associate Seven Seas with something positive.

  

  4. Immigration to Alice Island

  T Brand Studio by The New York Times collaborates with Airbnb to tell stories about Ellis Island and immigration to New York based on people's stories, maps and archival photographs. This native ad mentions the opportunity to rent a house using the service - just what people need when they come to New York.

  

  5. Ikea with sleep in mind

  The Telegraph newspaper, together with Ikea, released an unusual A to Z survey that gives tips to users on how to get a good night's sleep. Like all native ads, it does not sell any specific product, but instead aims to create an image of the Ikea brand as a quirky yet accessible store that cares about its customers.

  

  Let's summarize:

  Exciting serve

  6. Cocainenomics

  As part of the promotional campaign for Narcos, Netflix partnered with the Wall Street Journal to create an interactive portal that tells the story of international drug trafficking and how it is linked to the city of Medellin in Colombia. The portal attracts with articles, well-designed maps, where transfer points and delivery times are marked, as well as a survey on how well you know “cocainemics”.

  

  7. Road Hackers

  Engineering and consulting company Leidos, based on the Washington D.C. ring road, created the "Hacker Road" - an interactive demonstration of all the vulnerabilities that a person dependent on the Internet of things can face. The Leidos platform stands out from the typical native ads with infographics, curated content, and a mini-game that presents facts and statistics that are relevant to the audience.

  

  8. Award for podcasts

  General Electric challenged themselves to present material in a completely new format with The Message podcast series. These podcasts feature sonic technology, an inexperienced podcaster, and a group of cryptographers deciphering messages from space in a sci-fi fashion. The Message has gained massive media acclaim and won the 2016 Webby Award for Best Native Ads. And that's not all: Podcast-based released interactive game and a thread on the Reddit forum where people put forward their theories and discuss issues related to the issues voiced in the podcasts.

  

  9. 211 drummers

  To boost interest in the Powerball lottery, which had a $1.5 billion jackpot in 2016, the New York Lottery decided to drum people up by hiring 211 drummers. They stood for 12 hours at shops and kiosks with a lottery badge on their uniforms. This venture was covered in all the media in the state and received a nomination best use native advertising Webby Award 2016.

  

  10. Ghosts on Snapchat

  Cedar Point theme park launched a Halloween ad on Snapchat, inviting users to take a screenshot of a ghost and exchange it for a special prize. Users had to go through a difficult task over and over again, which was especially liked by their target audience - teenagers. The degree of audience involvement in their snapstory increased by 233%, 144 thousand unique users were attracted.

  

  11. Work better

  Xerox and The Atlantic created a portal on how to make your business more focused, productive and agile. Articles from leading experts, free electronic books and beautiful page design - all this attracts users, makes them bookmark the site and return to it again.

  

  12. Batman v Superman

  To promote Batman v Superman, Warner Brothers sponsored an interview with LexCorp villain Lex Luther. On the one hand, this is a great option that demonstrates the pitfalls of native advertising (for example, careless brand sponsorship). On the other hand, it helps to support the belief that a magnate like Luther could have paid for native advertising in Fortune magazine.

  Progress leaves its mark not only on the capabilities of modern devices, the speed of information exchange, the diversity in the market for goods and services, but also on the perception of people. If earlier banners, as an advertising tool, really worked and increased the conversion of sales, today their effectiveness is constantly declining. Today they have been replaced by native advertising.

  What is native advertising?

  Gone are the days when good advertising was considered the one that was most noticeable. Internet users are simply tired of endless pop-ups, flashy banners and strange teasers. They want to make their own decisions without imposing. That is why native advertising today can be found on radio, TV programs and, of course, on the Internet, where its importance is still underestimated.

  Latest stats

  To study the effectiveness of marketing tools, statistics are kept, in which their main characteristics are analyzed. And according to the latest data, which were announced at the end of 2017, there are several interesting facts about native advertising:

  • According to Business Insider's forecasts, native advertising spending will grow to $21 billion by 2018.
  • The largest segment falls on social networks. Expected growth is 200% within 2-3 years.
  • The most sponsored form of ads is written content. It accounts for 69% of general expenses for brand promotion.
  • Sponsored content is expected to be the fastest growing micro-segment of native advertising. This includes blog posts or in social networks, published by the authors on their own behalf, but paid for by brands.

  Types and formats

  There is no clear classification of native advertising yet. The fact is that marketers are still arguing about where the line is between sponsored content and natural advertising. However, having studied the market, three main types can be distinguished:

  • Custom content. Custom content can be expressed in all possible advertising formats. The very first, most famous and most expensive - hidden PR in movies and TV shows, when main character uses products of a certain brand. A more budget option is a custom article in a well-known blog.
  • Recommended content. An offer to read a similar article or watch a video is not a manifestation of concern for the user, but still the same native advertising.
  • Posts on social networks. Social networks are the leading platforms in terms of the amount of hidden commercial material. This is due to the high level of conversion with relatively low cost for an advertising campaign.

  As for formats, they can be expressed in anything - photo, video, audio recording, text. Basically, the format depends on the placement site. For example, for YouTube video hosting - video advertising, for Instagram - a photo, for a blog - an informational article.

  Advantages

  The budget for natural promotion is constantly growing. Native appeared in the world of marketing as a new trend and began to develop at a breakneck pace. This is due to a number of advantages that advertisers have already appreciated.

  Advantages:

  • A large number of formats. Native advertising may contain photos, videos, links and other components necessary for the full promotion of the brand.
  • High viral potential. Since the basis of natural advertising is interesting content that does not oblige or force anything, and not focused attention on the brand, users share it with friends most often.
  • Multiplatform support. If only 10 years ago the PC was the main device for accessing the Internet, today it shares the leading position with the smartphone. Moreover, in some social networks, the mobile audience is more than 50% of the total traffic. Therefore, modern advertising should be equally well displayed both in the full-format version and in the mobile version on various operating systems: IOS, Android, etc.
  • No impact of "banner blindness". IPG Media Lab conducted a study, which found that the average time spent viewing a regular article and native ads is the same. This means that it does not make people want to quickly scroll through the page, ignoring the content posted on it.
  • The impossibility of blocking by third-party programs. Programs such as AdStop, AdBlock and their analogues can block banners, hiding them from the user's eyes. Native advertising is immune to such software, so it cannot be disabled. The only thing that can get into the filter is the media content posted on the web page (photo or video).
  • Increasing user loyalty. Internet users have not yet learned to clearly distinguish native content from regular content, since it is not so intrusive. Therefore, due to the absence of aggressive advertising, loyalty and trust in the brand increase.

  Venues for accommodation

  Native advertising appeared in the 19th century. Then the only platform for its placement were printed publications - newspapers, magazines, brochures. But a little later, radio, television, and then the Internet appeared. And there are many times more sites for placing commercial material. If we talk purely about the Internet space, then there are several types of them:

  Native brand advertising in social networks

  The main feature of natural advertising placement is that it is located where people want to see it. For example, in news feed social networks. But, despite the fact that all social networks are somewhat similar to each other, the mechanism and format of posting in them is strikingly different. To verify this, here are real examples from the most popular resources.

  Advertising VKontakte

  Native VK advertising is published as an independent post in communities where it looks the most organic. But before buying a publication, not only the subject of the group is viewed, but also the coverage of the target audience. Especially if the product being promoted is quite specific. But still, the effectiveness mainly depends on the method of supply. The most successful version of VK includes the following post:

  "13 Unusual Ways to Use WD-40".

  Such a post appeared in the Men's Journal community. It offered to consider ways to use industrial WD-40 lubricant in everyday life, which aroused curiosity among the subscribers of the group and not only. Since there was no explicit advertising in the post, even third-party uninterested communities reposted it for free.

  Native ads on Instagram

  Due to the specific format of the social network Instagram, it mainly uses custom content as a brand promotion tool. The mechanism is simple: the company, focusing on its budget, selects the account in which it would like to advertise its brand. We told. Next, the owner of this account publishes the most natural post about the product with a link to the advertiser. The default pattern looks like this:
  

  Native advertising on YouTube

  Natural promotion on the most popular video hosting is represented by small sponsored videos. They can be both amateur and professional with minimal branding. It usually appears in the last seconds of the video or is completely absent if the product being filmed is recognizable. A big plus in placing native advertising on YouTube is that it has the highest potential to become a . Like, for example, this video ad appears 10 seconds before the end of the video.

  Advertising on the myWidget platform

  In 2017, the company introduced new format native advertising - "Article". Now advertisers can place a link to their content in the "Read also" blocks on the largest Russian sites. Articles published on Mail.Ru projects (Odnoklassniki, VKontakte, etc.), as well as on third-party web resources, are available for promotion. Here's what it looks like:

  Native advertising in Yandex

  Yandex is one of largest services for placing advertisements. The main specialization is contextual advertising in its own search engine and RSY. Many people prefer to advertise their brands in Yandex, since the service has ample opportunities for setting up advertising campaigns.

  Ads in Yandex occupy the first and last 3-5 positions in the search results. These ad units can easily be classified as native. They blend perfectly with the rest of the links and do not divide the page into several parts.

  In addition, Yandex Direct has new opportunity for placement of native advertising in mobile applications. It looks just as natural as their original content. But at the same time, advertisers have access to all the benefits contextual advertising: they can set up targeting and display time, analyze statistics, etc.

  
  Native advertising in the Yandex Pictures service

  Native advertising offline

  Of course, natural advertising also exists outside the virtual space. And on a very large scale. But oddly enough, she does not annoy people, because she does not impose herself on anyone. With large-scale marketing campaigns, firms work simultaneously on two fronts - online and in real life. Moreover, offline placement has its own nuances that must be taken into account.

  Natural advertising in the newspaper

  The principle of how to make native advertising in a newspaper is fundamentally different from publishing custom content on a blog. The fact is that for all serious publications reputation is the highest value. Sponsored material must comply with editorial policies, which may severely restrict the advertiser's rights. The same will affect the customer when working with authoritative news portals.

  Native advertising in a magazine

  Glossy magazines have not yet lost their relevance and, like online publications, can especially affect target audience. The format in the logs can be different:

  • Special projects.
  • Sponsored articles.
  • Hidden PR of products with the help of models, stars, interviewers.
  • 29 million contacts with the target audience;
  • 527 applications for participation in the project;
  • 30 thousand unique visits to the project page.

  It is clear that the goal was achieved. VERTEX UNITED introduced a wide audience to the specifics of its activities and created positive image for your potential clients.

  In film and television

  Film and TV advertising refers to sponsored content. This is an expensive type of promotion that only very few people can afford. big brands like Audi, Omega, Nike, etc. Most often, it is implemented through product placement.

  Product placement is a hidden PR technique when the props used for filming have a real commercial counterpart. If TV shows or movies are not sponsored, trademarks, icons, logos are hidden from the eyes of viewers.

  Despite all successful examples, in the history of marketing there are also failures associated with native advertising. For example, in 2012 the prominent magazine The Atlantic published an article praising the work of the leader of the Church of Scientology. This caused a wave of indignation from regular readers, so the article was forced to be removed after 11 hours after its release. Of course, this dealt a huge blow to the reputation of a solid publication.

  Cost of native advertising

  Before talking about the cost, you need to decide on the site for placement. The cheapest place for natural brand promotion is social networks. Moreover, in terms of efficiency, they are not inferior to all other web resources.

  • Post on social networks - from 100 to 5000 rubles.
  • Custom post in the influencer account - from 1,000 to 150,000 rubles.
  • Blog publication - 500 to 50,000 rubles.

  If you order advertising on specialized exchanges, platforms or well-known agencies, then the cost per click (view) will be formed according to the auction principle or according to a clearly established price list. It is also possible to publish promotional content directly through the site owner. Many reputable online resources have set pricing for services that relate to developing and publishing native ads.

  How is native advertising tagged?

  Advertising on the Web has really a lot of gaps at the legislative level. For example, television commercials have restrictions on time, the number of broadcasts, and censorship. And on the Internet, marketers are allowed everything ... Well, almost. There are clear rules for its designation, which absolutely cannot be ignored.

  • Broadcast in blocks.
  • Stand out from the general material of the page using optical or acoustic means.
  • Comply with the requirements and principles of the Law "On Advertising".

  If you look at ads in the search results or “Read also” blocks, you can see that everywhere there is a mark “Advertising”, “Affiliate material”, etc. But even if there is a corresponding mark, by definition of unfair advertising, advertisement should not mislead the user. But, as practice shows, this rule is always violated. As proof of this, it is enough to recall the common banner of the Amigo browser.

  Strict requirements for advertising are typical not only for Russia. In European countries legal regulation promotional activities is based on the European Convention on Transfrontier Television, which also requires ads to be separated from the general content of the page.

  Books and literature

  Unfortunately, there is still no literature that would give an exhaustive excursion into the world of native advertising. The fact is that native adds, as a new phenomenon in marketing, is still forming its shell, and only a few authors have been able to describe their understanding of this marketing tool.

  1. Native Advertising: Guide.

  This guide was published only in October 2017, so while it exists in its original version, that is, on English language. It defines native advertising, describes its types and mechanism of action. The author also explains why her role in internet marketing will grow. His opinion is based on real examples from real life, interviews from marketing leaders, and statistics from recent case studies. In addition, the book contains many useful tips first-hand for both professional marketers and beginners.

  1. The advantage of native advertising: creating authentic content that revolutionizes and drives revenue growth.

  Another English manual available on Amazon. Its release also dates back to 2017, so the described material is as fresh and relevant as possible for advanced market trends. The book explains why native advertising is an effective marketing tool and how to use it to create new revenue streams. The author provides justifications and ready-made cases for its implementation, supported by interviews with leading marketers from GE, Intel, HP and ConAgra Foods.

  1. Undercover advertising: Native advertising, content marketing and the secret world of online promotion.

  Undercover Advertising is the first Russian-language book dedicated specifically to native advertising. The author is a professor of media studies with extensive experience in marketing. In her book, she explains in detail why all the attention of the market has focused on native advertising, and what the future holds for it. Also in the annotation, Mara promises to teach how to create and design exciting content that cannot be recognized as advertising background. How useful her course will be can be said only after reading it.

  Not really