{"id":8991,"date":"2013-08-23T04:58:14","date_gmt":"2013-08-23T11:58:14","guid":{"rendered":"https:\/\/www.advergize.com\/?p=8991"},"modified":"2014-04-21T00:17:31","modified_gmt":"2014-04-21T07:17:31","slug":"native-advertising-buzz-word-marketers","status":"publish","type":"post","link":"https:\/\/www.advergize.com\/advertising\/native-advertising-buzz-word-marketers\/","title":{"rendered":"Is Native Advertising a New “Buzz” Word for Marketers?"},"content":{"rendered":"
Being a marketer myself, I can tell you that we are always on the lookout for new jargons to categorize our campaigns, tools and ideas. But that doesn’t mean we don’t have an influence over the industry’s value chain. Like every industry, marketers and advertisers have to evolve to keep up with the every changing consumer. Thanks to media and technology for that.<\/p>\n
One of the jargons, that is on the rise these days is something called “Native Advertising.” However confusing the term may sound, it is quite a straight forward concept. A few years ago, when traditional media advertising was on the rise, marketers complained about the high clutter levels (they still do). And because of that, some new marketing formats came into being: branded content and content integration.<\/p>\n
Both branded content and content integration were about endorsing the brand’s presence as part of the content. For example, if guys were sitting in a cafeteria on a popular show, marketers would integrate a cold beverage as a social drink in that scenario. This did wonders for brands because the consumers were able to relate to the brand in a scenario that appeals to them, instead of a 30 second commercial during the break that has a very high chance of getting skipped. Content led brands to integrate their offerings within consumer lifestyles. This is a form of native advertising on TV.<\/p>\n
You can think about native advertising as a similar concept, if not the same, in an online context. Display or banner advertising has been done to a point where the consumers deliberately prefer not to click on them. Yes. They are more aware of the tactics. The brand teams are not getting the ROI that they once used to get. Now that’s a problem isn’t it?<\/p>\n
But why worry when there is native marketing on the rise! To clarify the concept of native advertising further, you can think of it as a polygamy between display advertising + social media + content. It is a smart way of advertising instead of using the machine gun approach of blasting banner advertising through an adserver across tons of websites. Now imagine a published article on one of your favourite website, but you don’t realize that the specific content is branded or sponsored. Makes sense?<\/p>\n