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MARKETING: Native Advertising
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Native Advertising
A Definitive Guide
By Andy Marsh

BT 201909 marketing 05Other than seamless collaboration, and an unlimited budget, there is nothing a marketer dreams of as much as being able to sell to people without them feeling sold to. However, this is often not the case, especially with traditional banner ads. Most people consider digital advertisements as interruptions of what they are interested in, and they have mastered the art of ignoring those ads.

BT 201909 marketing 11As a result, marketers have to find ways to expose target audiences to content in ways that interest them and raise awareness of the product they are promoting. That is what native ads aim to do. Though different experts have different meaning of what native advertising is, they agree that it has the following characteristics:
 

广告商在用户体验中通过提供有价值的内容试图抓住用户的眼球。它不同于“软文”是一种“虽然是付费广告但尽量做到看上去像正常内容”的互联网广告形式,原生广告看上去更像广告,但依然提供有趣或者有用的内容,以此降低普通展示广告的侵入性,增加转化率。它具有以下特征:
 

• It is a way of distributing content.

它是一种推送内容的方式
 

• It is present on a domain (social media, blogs, search engines) other than yours.

它存在于如社交媒体,博客,搜索引擎等区域
 

• It has a label stating ‘ad’, “sponsored”, or “promoted”.

它有一个标签,上面写着“广告”,“赞助”或“促销”
 

• Content is valuable only when you purchase.

品牌要推送对用户有实际价值的内容
 

• Appears to provide value, but it aims to sell a product.

主要目的是出售产品。
 

Benefits of Native Advertising

原生广告的优势

BT 201909 marketing 04Higher engagement rates

更高的参与率

Native ads match the form, feel, and function of the content of the media on which they appear. Thanks to its non-intrusive nature, it has a higher acceptance rate leading to a higher click-through rate. It also happens to be the ad format of choice for millennials with 38% saying they would purchase a product featured in a native ad.
 

原生广告由于其非侵入性,具有更高的转化率和点击率。

3 2They are not intrusive

不具有侵入性

Unlike banners ads, native ads give the audience space to consume the content without being pushy. They are easily consumed with no effort from the target, thanks to the context in which they are placed.

与横幅广告不同,原生广告为观众提供了消费内容的空间,而不会产生任何影响。
 

Native ads also have their shortcomings, but let us look at some common examples before we get into that.

原生广告也有它们的缺点,但让我们在了解之前先看一些常见的例子。
 

Types of Native Advertising

原生广告的类型

BT 201909 marketing 07In-feed Units

信息流广告

If you have ever been scrolling through Instagram, Twitter, Facebook, or even LinkedIn and came across a post marked, “sponsored”, “promoted”, or “ad”, then you are familiar with in-feed native ads. They match the company’s content and blend with the publisher’s experience. However, they are marked so people are aware that they are ads.
 

如果您曾经浏览过Instagram,Twitter,Facebook甚至LinkedIn,并且发现了标记为“赞助”,“推广”或“广告”的帖子,那么您就熟悉了信息流的原生广告。它们与公司的内容相匹配,并与出版商的经验相融合。

2 2Content Recommendation Widgets

内容营销

Most publishers have “Recommended for you” or "you may also like..." widgets at the end of their articles. Also known as content recommendation engines, these widgets allow brands to drive traffic to their websites. However, these widgets can also be placed in a toaster format, i.e., the recommendations will slide from the side of the page. The final format is that of a floating sidebar and is the best for people who have landed on the wrong page.
 

原生广告的形式多种多样,可以是视频、图片、文章、音乐或者其他媒体形式。“内容营销”也是原生广告的另一种形式,比如在你阅读文章的结尾经常会看到的“你可能感兴趣的其他文章”,其中有一些可能就是企业付了钱的。

BT 201909 marketing 08Promoted Listings

推广列表

If you have come across a sponsored or promoted product on Amazon or any other E-commerce site, then you are familiar with these type of native ads. They are widely used in the E-commerce industry, and get brands to the front of the line. They are also getting more affordable, with Sellers, such as e-Bay not charging for the listings until they generate a sale.

Here is how it looks on Amazon; notice the “sponsored ” label?
 

电子商务网站通常使用推荐列表来首先显示赞助产品,这种形式的原生广告与页面功能相匹配,无缝地融入浏览体验。

BT 201909 marketing 09Paid Search

付费搜索

Perhaps the most common form of native advertising is paid search. These often appear on top of search results. They are closely related to the keyword, but do not necessarily provide value unless you purchase the product. They are also used to promote businesses depending on the searcher's location and preferences.
 

也许最常见的原生广告形式是付费搜索。付费搜索广告显示在用户搜索的顶部,并模仿相同格式的自然搜索结果,它们通常基于用户搜索的关键词。
 

Cons of Native Advertising

原生广告的缺点

BT 201909 marketing 06Though there is a lot that companies gain from native advertising, it happens to be a risky approach. One critical shortcoming is that the audience might feel duped. Some readers might feel like they were tricked into clicking the ad, and it might result in negative publicity. Furthermore, they can be expensive (apart from product listings), and will not provide SEO benefits to the company.
 

虽然公司从原生广告中获得了很多,但它恰好是一种冒险的方法。一个关键的缺点是观众可能会感到被骗,这可能会导致负面宣传。
 

Conclusion

总结

Native advertising can go wrong, seeing as some customers will feel cheated. However, when done right, it has more engagement and conversion rates than traditional ads. Be sure that you know the best practices and pick a native advertising type that works for your business.
 

原生广告可能会出现误区,因为有些顾客会觉得自己被骗了。但是如果使用得当,它的参与率和转化率会高于传统广告。

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