Native advertising is a form of a paid ad when publishers present the product or service of other companies in a form of their typical content. Native advertising is closely connected with the publisher’s social proof because readers and viewers tend to believe that the publisher is an expert in his area, and therefore, if he is not mentioning that the product is a paid promotion, they will believe that a product or service advertised is worth buying.
There are many examples of native advertising and some of them are really difficult to determine. For example, if you are watching a tech blogger on Youtube, whose content consists of reviews of certain products, if he posts another video, which is a native ad, chances are you probably won’t see the difference.
Pros and cons of native advertising
Companies can take many advantages from native advertising. Some of them include:
- An increase in traffic. If a publisher raises awareness regarding a certain product in a form of native ad users will start looking for it and therefore will bring more traffic to the company.
- Brand’s popularity. If a publisher is a celebrity or a well-known figure in the area native advertising that comes from him will bring a huge fan base that will be sure that the product is good.
- Hard to avoid. Users have adapted to avoid paid promos and don’t pay much attention to those. That’s why when they see native advertising, which doesn’t differ from the regular content they see, they can be more interested in finding out more about it.
However, there are also disadvantages of using native advertising like:
- Ethics disclosure. Even though native advertising is represented in a form of natural content, it can still be perceived as a deception. That’s why companies are now trying to mark all forms of content that include sponsored links as “paid promos”
- Decrease of audience trust. When a publisher posts too much content containing native advertising, his audience will stop trusting his opinion because couldn’t find the difference between the publisher’s genuine opinion and a paid promo.
- Not much traffic from SEO. When the product is purchased only thanks to the native advertising, companies won’t gain much organic traffic to their websites using SEO.
- It’s expensive. If you’re planning a cost-effective marketing strategy, native advertising is considered a rather expensive method.
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