Some of the most engaging native ads take advantage of the unique capabilities of mobile devices.
When Melanie Deziel’s New York Times colleagues tweeted “impressively produced” and “can’t believe I’m sharing a paid post … even mobile-friendly” about a native ad that she and her team had created, she knew T Brand Studio had gotten some things right.
What things, exactly? She shared her answers at Content Marketing World, How Innovative Brands Are Getting More out of Their Mobile Native Advertising Campaigns. Read on for highlights from Melanie’s talk.
What we talk about when we talk about native advertising
I confess, as a word nerd, I fell in love with Melanie when she declared marketers have forgotten that “native” is an adjective and it describes advertising.
Native advertising goes by many names, including sponsored content, promoted content, paid posts, and branded content. (Some marketers avoid – even loathe – the term “branded content” because it “gives agencies permission to keep talking about themselves, adding a bit of storytelling to product pitches.”)
To get clear about what she’s talking about when she talks about native advertising, let’s look at each word.
“Native” means indigenous, belonging to an environment. “A plant is native to a certain climate,” Melanie says. “A person is native to a place. When we say that content is native or advertising is native, it means that it fits in the environment where it is served or received.”
“Advertising” means paid. One company paying another to publish the content.
As CMI founder Joe Pulizzi sums it up, “If you pay for placement of … content in a format similar to the third-party site, it’s native advertising.”
While native advertising and content marketing are sometimes handled by separate teams with separate strategies, consider developing a strategy that covers both. Native advertising can help you achieve the same goals for your other content such as increasing brand awareness, driving people to your website, and building your subscriber base. You may discover new opportunities when you think of native advertising as simply another set of distribution channels for your valuable, relevant content – channels you happen to pay for.
Source: Content Marketing Institute