With the advent of digital technology, the advertising scene began an all-out assault on a "overcrowded" consumer, bombarded with information and articles. With more than 27 million items of content produced every day, the aggression of pop-ups and banner ads, the focus is on a world that slowly replaces its PCs with tablets and smartphones. This is a chaotic situation, teetering on becoming paradoxical. This is the backdrop where Native Advertising has successfully inserted itself, capable of suggesting without invading, capturing the user's attention without interrupting their experience. This is the heart of Native Advertising: you recognise it but conflate it with other news because the editorial context is the same.
Native Ads must be carefully inserted into a well-planned strategy, diversified according to the goals to achieve. The figures speak clearly for themselves. 48% of American newspapers have been using this new form of advertising for some time, while 38% are counting on adopting it in the near future. A very important aspect must be added to these figures. Native Advertising seems to adapt especially for mobile devices. If we consider that as many as 83% of the Italian population spend an average of 6 hours a day browsing with tablets and phones, then you've nailed it. Native is the advertising of the future, an investment that creates engagement and a sudden increase of the conversion rate.
Native Advertising is the most interesting solution on the advertising scene today, the only one that offers you numerous advantages that make your brand competitive. However, to build a perfect error-free campaign you have to consider some fundamental aspects. The first one concerns accurate knowledge of the device where you will base your advertising campaign. All mobile devices are not the same. Smartphones are increasingly used for surfing but for shorter periods than browsing with a tablet. Knowing these peculiarities allows you to naturally use and integrate native ads into any publishing plan.
A fundamental aspect of each native campaign is Programmatic Native Advertising to be integrated into a now increasingly mobile oriented scenario able to offer incredible results in terms of ROI. Programmatic, meant as the purchase and sale of advertising space, becomes an indispensable reference point for advertisers because only in this way is it possible to effectively reach your customers. Likewise, data allows us to better understand the trend of Native Advertising. The programmatic display in Europe has grown more than 70% and in particular programmatic mobile has grown by 160% in recent years.
Any marketing strategy cannot overlook the importance of video, supported by faster and more efficient connections. The data related to the various formats of native ads will therefore be increasingly standardised within this format that does not exhaust its action in simple content designed and processed simply for traditional video channels. The real challenge still summons a Mobile First strategy. New content must adapt to the countless opportunities offered by live and browsable videos with devices offered by augmented reality.
Content is the new advertiser, a basic concept to understand that today, the disadvantages of Native Advertising are very few, especially when compared to the enormous profits it can generate. The most important point is the possible difficulty in recognising purely editorial content from sponsored ones, an aspect that requires a part of Italian publishers to consider native as an unnecessary and harmful contamination of journalism. But it is essential to understand the real potential of this fundamental means to promote your content and to achieve the objectives of corporate marketing.
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