Native advertising : why and how it works ?

By 24 May 2018September 19th, 2018Marketing Strategy

The emergence of the term “native advertising” in the early 2010s, in a context of questioning traditional advertising formats. In 2011 in particular, Solve Media ironically about the phenomenon of advertising saturation by publishing a study without call revealing that to go web surfing was statistically 475 times more likely to survive in a plane crash than to click on a banner ad.

After a little over a decade of existence, display ads saw their average click rate drop to 0.06% in April 2015 in all formats (it was close to 9% in 2000).

Native advertising is born from the need of advertisers to refocus their communication strategy by offering relevant content and generating commitment.

What is native advertising?

While discussions sometimes exist about what may or may not be native advertising, the most common definition refers to it as a “new form of advertising that promotes the integration of branded content into the heart of editorial content.”

Native advertising is thus supposed to offer quality content integrating the editorial line of the platform on which it can be seen. The user’s experience is thus not interrupted but possibly extended by the proposed content.

Inspired by participating newspaper, native advertising is therefore a form of brand content in which the brand stands back to offer content that interest its community. The brand then clearly signs the proposed content (with the mention “sponsored by” for example) without talking about it but rather to develop and affirm its brand universe.

Concretely, tweets and sponsored posts appeared in recent years respectively on Twitter and Facebook are examples of native advertising, as well as sponsored articles spotted on blogs.

Does native advertising work?

A study published by eMarketer predicts that native advertising spending in the United States will increase to $ 5 billion by 2017 (compared with $ 3.7 billion in 2015 and $ 1.4 billion in 2012). advertisers have grasped the potential of these formats to reconcile advertising and efficiency.

Studies justifying this choice have increased in recent years:

  • 70% of Internet users prefer to learn more about a brand through content rather than conventional advertising
  • Native ads generate 53% more view than banner ads
  • 32% of respondents to a study by IPG and Sharethrough say they could share native advertising with friends or family members compared to only 19% for display ads.
  • A survey carried out by Ifop and Adyoulike among 1,000 people reveals that only 29% of respondents exposed to native advertising equate this format with advertising content (75% of respondents believing that native advertising is better integrated than classic advertising).

The illustrated native advertising

  • Melty and Coca-Cola

Describing itself as the site “news, trends & youth culture”, Melty and Coca-Cola were made to get along. This gave birth to the Happiness Gaming Club, a portal dedicated to news and trends of video games made in partnership by the two brands.

With more than 7 million visits per month when it was launched, the initiative is so successful that the operation continues today.

  • BuzzFeed and Game of Throne

Native advertising does not have to be just informative content, but it can also be entertaining. This is illustrated by the partnership between the BuzzFeed website and the Game of Thrones series.

In 2014, shortly before the release of the season 4 on the HBO, Game of Thrones helps his fans to wait by publishing “How Would You Die In Game Of Thrones”, quiz taking the codes of the series while second degree.

In line with the editorial line of the BuzzFeed website, the initiative met with great success by allowing the fans of the series to wait while spending a moment of entertainment always available in the website.

  • Minutebuzz and Poker Star

In the same vein, wishing to promote its new application, Pokerstars partnered with the Minutebuzz entertainment site. On the program, no intrusive banner but a series of offbeat articles using the usual codes of the site with a simple banner displaying its logo at the beginning of the article.

Here again the success is at the rendezvous, some articles far exceeding 10,000 shares.