7.3 Native Advertising and Branded Content
6 min read•july 30, 2024
and are revolutionizing how brands connect with audiences. These strategies blur the lines between ads and content, offering a more engaging and less disruptive experience. They're key players in today's advertising ecosystem, helping brands cut through the noise.
Understanding the nuances between native ads and branded content is crucial for marketers. Native ads blend seamlessly with platform content, while branded content focuses on creating valuable experiences. Both aim to boost engagement, brand awareness, and ultimately, revenue in an increasingly crowded digital landscape.
Native Advertising vs Branded Content
Defining Characteristics
Top images from around the web for Defining Characteristics
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original
Is this image relevant?
How to make native advertising work for you – James Breiner: Entrepreneurial Journalism View original
Is this image relevant?
How to make native advertising work for you – James Breiner: Entrepreneurial Journalism View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original
Is this image relevant?
How to make native advertising work for you – James Breiner: Entrepreneurial Journalism View original
Is this image relevant?
1 of 3
Top images from around the web for Defining Characteristics
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original
Is this image relevant?
How to make native advertising work for you – James Breiner: Entrepreneurial Journalism View original
Is this image relevant?
How to make native advertising work for you – James Breiner: Entrepreneurial Journalism View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original
Is this image relevant?
How to make native advertising work for you – James Breiner: Entrepreneurial Journalism View original
Is this image relevant?
1 of 3
- Native advertising is a form of paid media where the advertisement matches the form, feel, function, and quality of the content of the media source in which it appears
- Branded content is content produced by and for a brand which is then distributed by a publisher
- Native advertising is typically more promotional and persuasive in nature, while branded content is often more informative or entertaining
- Native advertising is usually clearly labeled as "sponsored" or "promoted", while branded content may or may not be explicitly labeled as being from a brand
- Native advertising is typically placed alongside a publication's editorial content, while branded content may be housed separately or distributed through a brand's own channels
Examples of Native Advertising and Branded Content
- Sponsored articles on news websites (Buzzfeed, The Atlantic) that blend in with the editorial content but promote a brand or product
- Social media posts or videos created by influencers on behalf of a brand (Instagram, TikTok)
- Branded or video series that provide entertaining or informative content while subtly promoting a brand (Red Bull's "Stratos" space jump, Mailchimp's "Serial" podcast sponsorship)
- Product placement in movies, TV shows, or video games that integrates a brand into the storyline or gameplay (Reese's Pieces in E.T., Audi in Marvel movies)
- Native ads in mobile apps or games that match the look and feel of the app's user interface (Playable ads, rewarded video ads)
Effectiveness of Native Advertising and Branded Content
Audience Engagement and Interaction
- Native advertising and branded content can be more engaging than traditional advertising because they blend in with the surrounding content and provide value to the audience
- Audiences are more likely to view, share, and interact with native advertising and branded content compared to banner ads or other disruptive advertising formats
- Native ads have higher click-through rates (CTR) than traditional display ads (0.8% vs 0.1%)
- Branded content videos have higher completion rates and engagement rates than pre-roll ads
- Native advertising and branded content can help build brand awareness and affinity by associating the brand with relevant and high-quality content
- Branded content can increase brand favorability and purchase intent by creating positive emotional connections with audiences
- Native ads can drive higher brand lift metrics such as recall, familiarity, and consideration compared to traditional ads
Factors Affecting Effectiveness
- The effectiveness of native advertising and branded content depends on factors such as the relevance and quality of the content, the credibility and reputation of the publisher, and the targeting and distribution of the content
- Native ads and branded content that are poorly executed or not relevant to the audience can have negative effects on brand perception and trust
- Partnering with reputable publishers and influencers can enhance the credibility and impact of native advertising and branded content
- Metrics for measuring the effectiveness of native advertising and branded content include views, engagement rates, brand lift, and conversions
- Views and engagement rates (likes, comments, shares) indicate the reach and resonance of the content with the audience
- Brand lift studies can measure changes in brand awareness, favorability, and intent before and after exposure to native ads or branded content
- Conversion metrics (sales, sign-ups, downloads) can track the direct impact of native advertising and branded content on business outcomes
Ethical Considerations for Native Advertising and Branded Content
Disclosure and Transparency
- Native advertising and branded content can be misleading if not properly disclosed and labeled as paid content
- Regulations such as the FTC's Endorsement Guides require clear and conspicuous disclosure of any material connection between a brand and a publisher or influencer
- Disclosures should be prominent, unambiguous, and in close proximity to the
- Influencers must disclose any gifts, payments, or other incentives received from brands in their social media posts or videos
- Ethical considerations include maintaining editorial integrity, avoiding deceptive or misleading claims, and respecting audience trust
- Publishers should have clear policies and labeling practices to differentiate between editorial and sponsored content
- Brands should ensure that any claims made in native ads or branded content are truthful, substantiated, and not exaggerated
Best Practices and Compliance
- Best practices for ethical native advertising and branded content include prominent disclosures, adherence to editorial standards, and a clear separation between editorial and advertising content
- Disclosures should use clear and straightforward language such as "Sponsored" or "Paid Advertisement" rather than vague terms like "Promoted" or "Suggested Post"
- Sponsored content should meet the same editorial standards and quality as regular editorial content, and not compromise the publisher's objectivity or independence
- Brands and publishers should have policies and processes in place to ensure compliance with regulations and ethical standards
- Regular training and monitoring of employees and partners involved in native advertising and branded content
- Documenting and reviewing disclosure practices and editorial processes to identify and address any gaps or issues
- Seeking legal advice or consulting with industry associations (IAB, Word of Mouth Marketing Association) to stay up-to-date with regulatory requirements and best practices
Strategies for Native Advertising and Branded Content Campaigns
Content Creation and Alignment
- Effective native advertising and branded content should provide value to the audience, such as entertainment, information, or utility
- Creating content that educates, inspires, or solves problems for the target audience rather than just promoting a product or service
- Leveraging data and insights to understand audience interests, preferences, and behaviors and tailor content accordingly
- Content should be authentic and align with the brand's voice, values, and messaging
- Ensuring consistency and continuity between the sponsored content and the brand's overall marketing and communication strategy
- Collaborating with publishers, influencers, or content creators who have a genuine affinity and credibility with the brand and its target audience
- Campaigns should have clear goals and target audiences, and be tailored to the specific platform and publisher
- Defining measurable objectives such as brand awareness, engagement, lead generation, or sales, and aligning content and distribution tactics accordingly
- Selecting publishers, platforms, and formats that are most relevant and effective for reaching and engaging the target audience
Distribution and Optimization
- Collaboration between brands, agencies, and publishers is key to developing high-quality and effective native advertising and branded content
- Establishing clear roles, responsibilities, and workflows for content ideation, creation, approval, and measurement
- Leveraging each party's strengths and expertise, such as the brand's customer insights, the agency's creative capabilities, and the publisher's audience data and reach
- Strategies for distribution and promotion include social media, email marketing, influencer partnerships, and paid media amplification
- Repurposing and adapting content across multiple channels and formats to maximize reach and engagement
- Using paid social media ads, native ad networks, or content recommendation platforms to target and amplify content to relevant audiences
- Partnering with influencers or brand advocates to co-create and distribute content to their followers and communities
- Ongoing measurement and optimization can help improve the performance and ROI of native advertising and branded content campaigns
- Using web analytics, social media metrics, and brand lift studies to track and report on key performance indicators (KPIs) and campaign objectives
- Conducting A/B testing or multivariate testing to optimize content elements such as headlines, images, calls-to-action, or targeting parameters
- Regularly reviewing and adjusting campaign strategies and tactics based on data and insights to improve effectiveness and efficiency over time
Key Terms to Review (20)
Advertorial: An advertorial is a type of advertisement that is designed to resemble editorial content, blending marketing with informative or entertaining material. This format is commonly used in print and digital media, allowing brands to communicate their messages while providing value to the audience, often engaging them in a way that feels less intrusive than traditional ads. Advertorials aim to build brand awareness and credibility by integrating promotional content seamlessly into the user experience.
Audience engagement: Audience engagement refers to the interaction and involvement of an audience with content, brands, or media platforms, fostering a connection that enhances viewer loyalty and participation. It involves not just consuming content but also actively participating through feedback, social sharing, and creating user-generated content. Effective audience engagement can significantly improve brand visibility and strengthen relationships between creators and consumers.
Brand storytelling: Brand storytelling is the art of conveying a brand's message, values, and identity through compelling narratives that resonate with the audience. This approach goes beyond traditional advertising by creating emotional connections and memorable experiences, making consumers more likely to engage with and remember the brand. By incorporating elements of narrative structure, character development, and emotional appeal, brands can effectively communicate their purpose and foster loyalty among consumers.
Branded content: Branded content is a marketing strategy that involves creating and sharing content that is specifically designed to promote a brand while providing value or entertainment to the audience. This type of content often blends seamlessly with the platform it appears on, making it less intrusive than traditional advertising, and can take many forms, including videos, articles, podcasts, and social media posts. The goal is to engage consumers by fostering a deeper connection with the brand through storytelling and relatable experiences.
Click-through rate: Click-through rate (CTR) is a metric that measures the percentage of users who click on a specific link or advertisement compared to the total number of users who view that link or advertisement. It serves as an essential indicator of engagement and effectiveness in digital marketing strategies, helping businesses and media organizations understand user behavior and optimize content.
Content marketing: Content marketing is a strategic approach focused on creating and distributing valuable, relevant content to attract and engage a target audience, ultimately driving profitable customer action. This method emphasizes building relationships with consumers by providing them with useful information that addresses their needs and interests, rather than solely promoting products or services. By integrating content marketing within various channels, businesses can enhance their online presence and foster brand loyalty.
Content recommendation widgets: Content recommendation widgets are tools integrated into websites or applications that suggest relevant content to users based on their interests, behavior, or preferences. These widgets enhance user engagement by personalizing the content experience, often leading to increased click-through rates and longer session durations.
Conversion rate: The conversion rate is a key metric that measures the percentage of users who take a desired action out of the total number of visitors or interactions. This metric is crucial in evaluating the effectiveness of various digital marketing strategies and platforms, as it indicates how well they are performing in turning potential customers into actual ones.
Digital transformation: Digital transformation is the process of integrating digital technology into all areas of a business, fundamentally changing how it operates and delivers value to customers. This shift not only affects internal processes but also influences customer engagement, business models, and competitive landscapes in various industries.
Disclosure Requirements: Disclosure requirements are regulations that mandate organizations to reveal specific information about their advertising and marketing practices to ensure transparency and protect consumers. In the realm of native advertising and branded content, these requirements are crucial for helping consumers distinguish between paid content and organic editorial content, promoting honesty in marketing communications.
In-context advertising: In-context advertising is a marketing strategy that integrates promotional content seamlessly within the user experience, making it appear as a natural part of the surrounding content. This approach enhances user engagement by providing relevant and non-intrusive messages that align with users' interests, effectively blending advertisements with editorial or user-generated content without disrupting the overall experience.
In-feed ads: In-feed ads are a type of native advertising that seamlessly integrates promotional content within the natural flow of a website or app, resembling the format of the surrounding editorial or user-generated content. This style of advertising is designed to enhance user experience by providing relevant information while being less intrusive compared to traditional display ads, leading to higher engagement rates and effectiveness.
Influencer marketing: Influencer marketing is a strategic approach that involves collaborating with individuals who have a significant following on social media or other platforms to promote products, services, or brands. This form of marketing leverages the influencer's credibility and connection with their audience, making it a powerful tool for brands to reach targeted demographics more effectively.
Joseph Turow: Joseph Turow is a prominent scholar in the field of media studies, particularly known for his work on the intersection of media, advertising, and public policy. His research often focuses on how digital media and advertising practices influence consumer behavior and societal norms, making him a significant figure in discussions about native advertising and branded content. His insights help in understanding the implications of marketing strategies on audience perception and media consumption.
Native advertising: Native advertising refers to a form of paid media that aligns the ad’s content with the surrounding content of the platform on which it appears, making it less intrusive and more engaging for consumers. This method blends promotional content seamlessly with editorial content, creating a user experience that feels organic and relevant, which is crucial in today's rapidly evolving media landscape.
Podcasts: Podcasts are digital audio files available for streaming or download, typically produced as a series of episodes that cover various topics or themes. They have revolutionized media consumption by providing an accessible and flexible way for audiences to engage with content, often featuring interviews, discussions, and storytelling. As a medium, podcasts have grown significantly in popularity, influencing how brands communicate and market themselves in today's digital landscape.
Sponsored Content: Sponsored content refers to material created to promote a brand or product while resembling the platform's regular content. It blends advertising with editorial by providing valuable information or entertainment, aiming to engage audiences without overtly feeling like a sales pitch. This approach has evolved alongside media, adapting to various business models and revenue streams, and has become crucial in digital transformation efforts across industries.
Tina Roth Eisenberg: Tina Roth Eisenberg is a designer and entrepreneur best known for her work in creating innovative and impactful design-driven businesses. She founded several influential companies, including CreativeMornings, a global breakfast lecture series for the creative community, and Tattly, a temporary tattoo company that emphasizes artistic design. Her entrepreneurial spirit and focus on community building reflect a modern approach to native advertising and branded content, where authenticity and user engagement are key.
Transparency: Transparency refers to the openness and clarity with which organizations share information and make decisions, allowing stakeholders to understand their actions and motives. In media, transparency builds trust with audiences, promotes ethical practices, and fosters accountability in communication and content creation.
Video content: Video content refers to any recorded or live visual media that conveys information, entertainment, or a message to an audience. It can include various formats such as films, vlogs, tutorials, and advertisements, and is often designed to engage viewers on platforms like social media, websites, and streaming services. This form of content is increasingly important in marketing strategies, especially in native advertising and branded content, where it blends seamlessly into the viewing experience of users.