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Good native advertising isn’t a secret
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بخشی از مقاله انگلیسی :
At a general level, native advertising is a term used to describe a spectrum of new online advertising forms that share a focus on minimizing disruption to a consumer’s online experience by appearing in-stream. One way disruption can be reduced is by optimizing placement to increase relevance for viewers. Another means of reducing viewer disruption is by crafting native advertisements that blend in with the surrounding content. This second approach is most similar to an advertising type commonly referred to as an advertorial. Advertorials are advertisements that are created to mirror surrounding content such that consumers view the advertorial not necessarily as an ad, but instead as they would the content the advertorial hopes to emulate (Kim, Pasadeos, & Barban, 2001). The term native advertising likely stems from the convergence of advertorial concepts and the social media environment. Particularly during the advent and growth of social media, social media environments provided brands with the potentialto develop a vast audience of consumers to message, all at a minimal cost. The catch is that consumers could choose to follow (or subscribe to) brands on social media as easily as they could also choose to unfollow (or unsubscribe) them. As a result, it was quickly discovered that overtsales and promotional messages were generally not the types of messages consumers wanted to view. As Jason Hill,GE’s global head of media strategy, states: ‘‘Traditional digital advertising has become wallpaper. It doesn’t improve anyone’s experience on a site and readers, myself included, pretty much look past it’’ (Sebastian, 2014). Brandslearned to adopt a subtler approach on social media, instead selecting more conversational and playful messaging that would not annoy consumers to the point of unfollowing or unsubscribing from a brand’s social media presence. The essence ofthis approach–—non-disruptive and invited brand content–—can be seen as the very first form of native advertising. While it would appear the initial aim of native advertising–—that is, minimizing the annoyance of brand content on social media so as to maintain followers–—is earnest, native advertising has since evolved to include other realms where consumers have little to no recourse should they disapprove of it. These include news sites such as The New York Times and websites such as BuzzFeed, the entire business model of which rests on paid content (Moses, 2014). On these sites, consumers are often unaware of a ‘sneaky’ secret: the content they are viewing is either created by, or at the behest of, an advertiser (Lazauskas, 2014). A feature common to all forms of native advertising is the format of the communication. Some online marketing communications attempt to gain attention by standing out from the environment or the editorial content, in essence disrupting the consumer’s online experience. Banner ads, for example, often try to attract consumers’ attention via placement (e.g., top of the page) and animation. Such ads are interruptive, distracting, and largely unwanted. In contrast, native advertising formats are created to be consistent with the online experience a consumer is enjoying. When in this format, marketing communications are virtually indistinguishable from other online material, and are therefore non-disruptive to the user’s online experience. Like many a good secret, the secret behind really good native advertising is that no one is really aware of it. Non-disruptive ads are concordant and consistent with a user’s experience and in some cases are actually desired.
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