According to the Association of National Advertisers (ANA), the U.S. will spend $13.9 billion on native advertising in 2016, increasing to $21 billion by 2018.
Native advertising is not a term to be erroneously confused with content marketing. By definition, content marketing is owned media that exists as an asset to your brand. Conversely, native advertising is a relatively undisruptive paid opportunity that integrates valuable information onto a particular channel.
In our connected world of screens and devices, content influences innovation. Consumers and brands alike attribute consumer sentiment and trust to valuable, curated content. Peter Minnium, the Interactive Advertising Bureau’s (IAB) head of brand initiatives, said “the best campaigns that are done today are a system of creative assets that work together and find disruption in the most appropriate places.” The integration of content and concept ads produces the most poised delivery of storytelling, adding more dimension to the way ads are received. So, this begs the question — how does your brand currently execute digital campaigns?
Below, we share integrated social native advertising across the most popular social channels.
Facebook’s Suggested Post truly recognizes the value of word of mouth advertising and the resulting trust associated with a friend’s recommendation. Based on what your friends’ have liked on Facebook, a curated Suggested Post reaches a highly targeted audience and appears as a “recommendation” rather than a promotion.
Using Twitter users’ geographic location, gender, device and interests, Promoted Tweets provide users with highly relevant ads on their home newsfeed. Like Facebook, Promoted Tweets allow users to engage with the ad by either retweeting, liking or responding to the post.
Pinterest is a brilliant tool for advertisers, considering the platform has over 100 million users and marketers can tap into the personal galleries of users’ interests. Since the platform is almost exclusively visual with minimal subtext, a Promoted Pin looks exactly like its other Pin counterparts. Twitter and Facebook native ads are more obvious to distinguish because users’ home feeds are an amalgamation of singular text posts, images or a combination of the two. Promoted Pins, however, literally blend into your dashboard of images except for the addition of the text “Promoted By” located in the bottom left corner of the ad. Based on prior pinned images, content and user information, Pinterest’s targeted algorithm places extremely relevant Promoted Pins on users’ dashboards.
Since its acquisition, Instagram’s advertising features have taken a page from Facebook’s strategy. In March of 2016, Instagram introduced an algorithm that pushes Sponsored Images either higher or lower on users’ news feeds. Like Pinterest, Instagram images appear more organic since they effortlessly blend into users’ feeds. However, because only one image fits on a user’s mobile screen as they scroll through their feed, less text (caption) is more! The “less is more” strategy also applies to your creative imagery and overlay text information. Although the goal is to have your brand’s content stand out, you ideally want a delicate balance of creativity and information.
In traditional print and television advertisements, ads serve as a temporary pause in the natural activity flow. Yet for some unbeknownst reason, when digital advertising was first introduced, marketers began placing ads and content on the margins of a webpage. Native advertising somewhat remedies this practice by integrating content within the margins of the webpage, inevitably creating a coalescence between the native ad and the site’s content. Of course there is a time and place for native ads versus commerce ads, but native ads should be top of mind in your marketing strategy.