Native Advertising (Native Ads), also known as native advertising, is a popular keyword in the global media world in 2013. Since the end of 2012, someone has started to mention the term, and then it can be seen everywhere. Then, many foreign seminars began to havelecture on a special topicWhat's more, there are those who specialize in native advertisingMedia creativityAgents were born.
When this advertisement can only be paid for in a separate platform, such as Facebook and Weibo, and this form is suitable for the browsing environment of this platform, it is called a native advertisement.
Native advertising starts from website and app user experienceprofit model , driven by advertising content, and integrating theVisual design(In short, it is an advertisement that integrates the website and the App itself. This advertisement will become part of the website and App content, such asGoogleSearch ads, Facebook's Sponsored Stories, andTwitterTweet ads of all fall into this category).
brief introduction
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Native advertising is a new concept proposed in 2012. No one can give a very clear definition of native advertising. There are different opinions from all walks of life. Jon Steinberg, president of Buzzfeed, said, "When you use the form of content and use the version of the platform, it is a kind of native advertising. For example, inTwitterInside, it will be a tweetFacebookIt will be a new status, and it will be a report in Buzzfeed. "
Ian Schafer, CEO of Deep Focus, said, "This is a way to contact consumers by using the media itself."
U.S.AYahooPatrick Albano, vice president of sales ofAtlantaHe shared at the native advertising seminar that he believed that native advertising was more diversified, which could be pictures, videos, or words. As long as it was a form of consumer experience, it could be called one of the forms of native advertising.
"Native advertising is a form of advertising that allows advertising to be embedded into actual page design as part of content," said Dan Greenberg, CEO of Sharethrough.
IDEAinside[1]The definition given is: the original advertisement is presented through "harmonious" contentBrand information, do not destroy the user's experience, and provide valuable information for users.Let users accept information naturally.
Although many people understand that the definition and form of native advertising are different, and to sum up comments from various parties, native advertising can be viewed from two perspectives. In addition to the difference in form, it is a new consumer experience, and it is an interactive advertising, but it should be cut in with consumers' common usage habits, and become consumers' original experience without barriers.
It is estimated that the number of native advertisements in the United States will account for in 2019Display ads62.7% of the total expenditure, or 43.9 billion US dollars.The situation in China is similar.According to the prediction of professional consulting institutions, China's native advertising scale will account foronline advertising More than 50%.[2]
Advertising characteristics
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IDEAinside summarizes the following characteristics of native advertising:
1. Value of content[3]: The original advertisement provides the audience with valuable and meaningful content, rather than simpleAdvertising information, but this information can provide users withLifestyle, lifestyle information.
2. The original nature of content: the implantation and presentation of content does not destroy the harmony of the page itself, rather than the abrupt presentation to grab consumers' attention and destroy the harmony of the picture.
3. User'sInitiative[4]: Users are happy to read, share and participate.Instead of simply "until me" advertising communication, each user may become a diffusion point of interactive sharing communication.
importance
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along withNetwork societyWith the development of, consumers are fed up with information irrelevant to themselves, andContent MarketingIt has gradually become the mainstream trend.Consumers only look for information related to themselves and seek resources through multiple channels.Under this trend, the importance of native advertising[5]remarkable.Can make advertising andWebsite contentTogether, consumers never find that they are reading an advertisement.Native advertising is likeProtective colorThe true identity of the insect is not easy to be found in the environment.
matters needing attention
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The original advertisement looks beautiful, but there are still some thorns under the rose.No matter from the interview and research figures, although the original advertising is covered with a layer of yarn, it is still a little far away, but it looks great, grows fast, and consumers love it very much. However, it will never become the next new advertising form that is invincible all over the world. There are still restrictions to pay attention to. The following are the four precautions mentioned by OEO2[6]：
Advertising standards
Original advertising makes the presentation form of advertising more and more diversified but also vague, and it is difficult to have a standard for brand production and benefit measurement.
Product benefits
Every native advertisement needs personalized content, and cost consideration will be a big challenge.
Consumer trust
The difference between the original advertisement and the broad-spectrum draft is that the broad-spectrum draft is not consumer centric and has no way to connect with consumers. It has interaction with consumers. Once the brand and media have a little difficulty in the implementation of the twoDifferencesThe loss will be consumers' trust in this advertisement and brand.
The original meaning of the original advertisement is the original advertisement. Its form is not limited by the standard, but varies with the scene.
1. Video class
The original advertisement of video can be a billboard in a video background, an item held by a video character, or an advertising screen that pops up after the video pauses, loads, and ends.
2. Original advertisement with theme expression[8]
Theme based original advertising is to make advertising information into various themes, skins, etc. through deep implantation.
3. Original advertisement of game level[8]
Advertisements embedded in the game level and clearance rewards.
4. Launcher Desktop Native Advertising[8]
This kind of advertisement is designed with icon button in the mobile phone desktop and application functions, and click to enter an advertising wall
5. Feeds information flow[8]
For example, Facebook and WeChat ads are inserted into the information flow
