Native social media formats. Native advertising in mobile applications. Native advertising everywhere

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Native advertising is becoming more and more famous due to its advantages: it helps Internet users to find interesting content on the Web, and brands themselves to tell about their products without too much intrusiveness. However, due to native ads, it is not uncommon for users to experience frustration when they realize that the content was actually ads.

What does native advertising mean?

Native advertising (from English native advertising) is the so-called natural advertising that adapts to the platform on which it is placed. Unlike ordinary advertising, it is not intrusive, like banners, and does not cause negative feelings among Internet users.

Here are some examples of native advertising: positive reviews about the products of the sponsoring company on the radio, examination or reviews of random passers-by on the product in commercials, advertising disguised as editorial articles on Internet sites, relevant posts in in social networks, YouTube videos.

Analysts have predicted active development of native advertising. So, in the current year, spending on native advertising will amount to $8.8 billion. According to statistics, the majority of Internet users prefer native advertising to banner ads - 53%. Many viewers are ready to purchase a product just after they get acquainted with native advertising.

Native advertising appeared 100 years ago

For example, the founder of Deere & Company, John Deere, in his magazine The Furrow, advertised his agricultural products to farmers in this way. He published articles on agriculture, interspersed with advertising blocks about the goods of their company. This tradition is continued by Deere & Company today on the Internet.

Most good example Native advertising was created in 1915 as a collaboration between the automaker Cadillac and The Saturday Evening Post magazine. When rival Cadillac Packard Motors launched cars with a more modern engine, the automaker responded by developing own model. However, the novelty failed, which hit Cadillac's reputation hard.

Then the concern published an article "Payback for leadership", about outstanding deeds. The name of the company was mentioned only at the top of the publication along with the motto "Cadillac. World Standard". The article was a great success and enabled the engineers of the automaker not only to correct the mistakes, but also to maintain the reputation and leadership of the company.

Another example of native advertising is the mention of canned spinach in a 1929 cartoon about the sailor Popeye. Thanks to the main character, who, by the way, did not sell or impose this product, sales of spinach in the United States increased greatly.

The first was the oyster guide. It consisted of small texts in twelve cells of the advertising field. The guidebook was beautifully designed and contained concise but comprehensive information about each type of oyster.

Thanks to the development of radio and television, native advertising has acquired various formats, such as sponsorships. In particular, this is how the expression “soap opera” appeared, when advertisements for Procter & Gamble, Colgate-Palmolive, Lever Brothers soap appeared in the series.

Native advertising in Russia

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• publishers can and want to sell native advertising, and some sites do this on their own;
• there are advertisers advertising agencies those who show interest in native advertising and understand its prospects;
• DSPs are working, which, thanks to the single OpenRTB 2.3 protocol, are in theory technically ready to work with native advertising;
• there is no SSP player that can provide quick and convenient access to native ad inventory;
• needed one system measures and parameters for evaluating the effectiveness of this type of advertising.

What is native advertising confused with?

Native advertising is often misrepresented as content marketing or "jeans". Therefore, it is worth making a distinction and understanding that native advertising does not apply to brand journalism, although a brand can use this type of advertising in its media strategy.

Also, native advertising is not content marketing, as it is paid and the consumer knows that the publication is promotional character. The latter also distinguishes native advertising from "jeans" or custom materials, when the fact of payment for the publication is hidden or it presents events in a distorted form.

Types of native advertising + examples

Native advertising in search results

According to the results of the study, 40% of Internet users do not understand that sponsored links highlighted with color and caption are advertisements. In addition, two-thirds of teenagers aged 12-15 cannot distinguish sponsored links from organic search results.

Native ads in the news feed

Sponsored materials are also found among the usual materials in news feeds on social networks or on various Internet sites. Wherein advertising entry has similarities with a regular record and is focused on the characteristics of a particular user.

The recommendation block or "Read also" block contains links to articles and promotional materials and is usually located under the main publication. In the screenshot above, you can see that the blocks are selected according to the reader's interests. In this case, the first link contains promotional material, and the second - editorial.

Sponsored content (sponsored article, branded content)

Sponsored content is an article that is written by the editors together with the advertiser. As a rule, but not always, staff members of the publication are involved in the preparation of such material. At the same time, the sponsored article should be of the same quality as the editorial materials, as well as interest the reader.

In the United States, the term "premium native advertising" is used. This is the publication of promotional materials in order to keep users on your site. Sponsored content is good example such native advertising, and its benefits are obvious both for the site itself and for the brand.

Thus, the Meduza portal used native advertising in a test dedicated to the 20th anniversary of ICQ. He invited Internet users to remember the past and at the same time reminded that modern ICQ is very different from the previous one.

Special project

The special project is an advertising campaign beyond the usual formats, namely an individual advertising solution for brands. For example, the platform and the brand work together on engaging projects: long reads, browser games, polls, tests, and “cards”.

This was not reflected in the news feed, but on the sides of the page there are attributes of this social network, by clicking on which you could get to the one-page dedicated to Odnoklassniki: https://vc.ru/special/ok-infographics

Native social media advertising

• Native ads on YouTube.

Natural promotion on YouTube is associated with sponsored videos of short duration - amateur and professional - with minimal mention of the brand. As a rule, the mention appears in the last seconds or is completely absent due to the recognition of the product being filmed.

Native video ads have a significant advantage: they can go viral, especially on YouTube. This is well illustrated by such a video example of native advertising - video « tattoocoverUpmakeup:GobeyondThecover":

It advertises a new foundation from Vichy Dermablend Professional. The main character of the video was Zombie Boy - a man whose body and face are completely covered with tattoos. Makeup artists used a new foundation that hid all tattoos. This native ad video has been viewed by over 30 million users.

• Native ads on Instagram.

The peculiarities of the Instagram format lead to the fact that, as a rule, custom content is used in this social network to promote the brand. This happens as follows: the company, based on the budget, selects the account in which it wants to advertise its brand.

The task of the account owner is to publish as natural a post about the product as possible with a link to the advertiser. Often, these posts have recommendatory content and are very effective, especially if an authoritative or popular Instagram account owner is selected.

• Native advertising VKontakte.

Native advertising in VK is placed mainly as a separate post in communities. So the material looks more natural. At the same time, not only the topics of the community are studied, but also the scope target audience, especially if the company wants to advertise some unusual product.

Do not forget about the method of presenting native advertising on VKontakte. One of the most successful examples is a post about thirteen unusual ways to use WD-40 industrial lubricant in everyday life, posted in the Men's Journal community.

This information spread beyond the target audience, including third-party uninterested communities that reposted this native ad on VK for free.

Offline native advertising

Native advertising is used not only on the Internet, but also offline, for example, in the media. Here it is also quite effective, as it is unobtrusive. Many firms work with native advertising both online and offline. The last sites have some features.

• Native advertising in the newspaper.

One of the difficulties of placing native advertising in the media, for example in a newspaper or on news portals, is related to maintaining the reputation of the publication. Sponsored content must comply with the editorial policy of the newspaper or news agency, which may put the advertiser in certain limits.

• Native advertising in a magazine.

Glossy magazines are also considered as a platform for publishing native advertising. It can be both print and online publications.

The format of native advertising, which can have a significant impact on the target audience, can be the following: special projects, sponsored content, hidden brand PR, carried out with the help of interviewed stars, models.

• Native advertising in film and television.

Native advertising that appears in movies or on TV is sponsored content that is expensive and usually sold through product placement. Such advertising can be afforded by the largest and very famous brands, such as Audi, Omega, Nike.

Product placement is a hidden PR technique. In such cases, the props for filming have a commercial counterpart. And if brands do not sponsor television shows or movies, then trademarks and logos are hidden from viewers.

However, despite the effectiveness and success of native advertising on the Internet and in the media, failures are also known.

For example, The Atlantic magazine published in 2012 a laudatory article about the work of the leader of the Church of Scientology. Regular readers brought down all their dissatisfaction with the publication, and the material was removed 11 hours after publication. As a result, the reputation of the famous magazine suffered greatly.

Only numbers about native advertising

• According to BI Intelligence forecasts, native advertising spending will increase to $21 billion by 2019.
• In the US, the share of revenue from native advertising by 2021 will reach total percentage display ad revenue 74%. In 2016, the share was only 56%.
• According to Enders Analysis and Yahoo! native advertising will take 56% of the market by 2020 media advertising Europe.
• European advertisers' spending on native ads is expected to rise to $13.2 billion by 2020, according to eMarketer. In 2015, spending was only $5.2 billion.
• In particular, in Germany, by 2020, spending on native advertising could reach 35.4% of total advertising spending. Compare with the data for 2015 - only 10.6%.
• Business Insider is convinced that print media sponsorship will be the fastest growing advertising format over the next five years.
• According to IHS Technology 63.2% mobile advertising by 2020 will be converted into native, its market will be 53 billion dollars. By the same year, spending on mobile native advertising is expected to increase sixfold. For comparison with 2015: from 1.5 billion euros to 8.8 billion euros.
• Social media spending on native advertising is expected to rise to 6.3 billion euros (versus 2 billion euros in 2015) and spending on native video ads to 5.1 billion euros.
• The CTR of native video ads is 5-10 times higher than the CTR of traditional pre-rolls. The effectiveness of the latter is only 0.5-1%, since the vast majority of viewers (94%) turn off pre-rolls in the first five seconds.
• According to Nielsen reports, brands that use native video ads have an awareness of 82%, compared to just 2.1% for pre-rolls.
• According to MediaRadar, the leaders in terms of the number of native ads are brands of clothing and accessories. So, in the fourth quarter of 2015, the share of this type of advertising increased to 82%. The second place is occupied by food, retail, tourism - 33%. In third place are entertainment (19%) and technology (14%).
• Facebook notes as of August 2015 that native in-app ads on the Audience Network are seven times more effective than traditional banners.
• According to the same data, native advertising increases customer retention by up to three times, and by up to two times - the effective cost per 1000 impressions and click-through rate.
• According to the Benchmarking the Effectiveness of Native Ads study by the Sharethrough platform specialists and the IPG Media Lab IT laboratory, Internet users are 52% more likely to visually interact with native ads than with a regular banner.

Experts compared the effectiveness of native advertising inside an author's article and a 300x250 pixel banner in the upper right corner of the page. The reaction of Internet users was analyzed using eye-tracking technology. 4,770 people took part in the experiment.

Of the study participants who had already purchased a brand mentioned in native ads, 71% identified with the brand after viewing native ads, compared to only 50% for banner ads.

1. Sharethrought conducted a 2016 survey of 300 Millennials. The survey was conducted to find out their attitude towards digital advertising.

According to the study, 91% of millennials discover new content in news feeds on websites and social networks. However, only 8% find such content in search engines. In addition, 80% of respondents called ads that are embedded in the news feed convenient.

Among respondents, 64% admitted that they use ad blockers because it interferes with them and distracts them. Among those surveyed, 44% said that native advertising affects their positive attitude towards the site where such content is placed and improves it.

1. According to Gemius, only 10% of Internet users make 64 clicks on banner ads, and 34% of those surveyed ignore them altogether. At the same time, 50% of clicks on the banner are random.
2. Polar and Google DoubleClick report that native CTRs range from 0.16% on desktops to 0.38% on smartphones, while traditional display ad formats have CTRs as low as 0.08%.
3. Yahoo! reports that native advertising saw a 3.6x increase in brand searches.
4. Bunnyfoot has done a study according to which 40% of Internet users do not realize that search engine ads highlighted with color and caption are native ads.
5. In 2015, the industry association IAB Russia singled out native advertising as a separate format for the first time. This year can be called the year of the beginning of the development of native advertising in Russia.
6. The Digital Advertisers Barometer survey conducted by Sostav.ru in the first half of 2015 shows that 29% of online advertisers in Russia have already used native advertising. At the same time, in 2015 this advertising format accounted for only 4-6% of the total volume of Russian interactive advertising.
7. The 2014-2015 State of Inbound report shows that 30% of advertisers have difficulty evaluating native ads.

Pros and cons of native advertising

• is perceived by the Internet user as part of the content of the site, that is, not as advertising, and therefore does not cause negative emotions;
• takes into account the features of the site on which it is located and the interests of the Internet user;
• has more opportunities to go viral on social media;
• It has high level involvement and immunity to "banner blindness";
• lack of competition environment;
• impossibility of blocking;
• brings additional traffic to the site.

Despite such significant advantages over other advertising formats, native advertising still has a number of disadvantages that you need to consider before you start using it:

• Lack of scalability.

For example, SlickJump prepares content on one site where the target audience gathers from other resources with the same topic. They come from native promo blocks that appear in the relevant material.

• High cost.

Currently, native advertising is so expensive that only large and large companies can afford it. famous companies who are accustomed not to save on promotion. Although high cost is relative. When reduced to costs per content read, it can be compared to the cost per click from contextual advertising.

• Lack of standards.

In other words, today, during the formation of the native advertising market, there is still no single standard for this type of advertising. Of course, there are IAB standards for native advertising promo blocks, but this is not enough.

• There is a long gap between the emergence of an idea, its coordination and implementation.

However, some types of native advertising allow the launch of content in an advertising campaign within a day if the material is available. More complex native ad formats take longer, which can exceed the time required to draw regular banners.

• ethical side.

Studies show disappointing findings: at least two-thirds of Internet users are frustrated or feel cheated when they realize that what they read is actually an advertisement. However, this reaction is more typical for older users than for younger people.

Native advertising platform

Nowadays, the main platform for placing native advertising is the Internet, in contrast to the 19th century, where advertising content of this kind was placed only in printed publications which were later replaced by radio and television.

There are several types of platforms for placing native advertising on the Internet:

It must be said that native advertising is developing more actively abroad than in Russia. For example, such large advertisers as the American newspaper The Washington Post are introducing their own native advertising formats.

What is the cost of native advertising

The average price for placing native ads in a recommendation widget is at least 20 rubles per unique user. When it comes to video (CPV), the brand pays only for fully watched videos, while guaranteed screening costs from 1 ruble.

Naturally, the more complex the project, the more expensive it is and the more time it takes to create. As a rule, 65% of publications have sponsored materials that exceed the cost of traditional advertising formats.

• News on Republic - from 75 thousand rubles.
• Cards on Meduza - from 200 thousand rubles.
• "Special post" in VK - from 250 thousand rubles.
• PR-article on TJ - from 90 thousand to 200 thousand rubles.
• Affiliate material for "Afisha Daily" - 540 thousand rubles.

How to evaluate the effectiveness of native advertising

• If native advertising is represented by a clickable link, its effectiveness is evaluated in the same way as the effectiveness of banner or contextual advertising, that is, through CTR and conversions.
• If this is a sponsored content format, editorial metrics, audience coverage, engagement, and conversion are evaluated.
• If you are dealing with a special project, the audience coverage, engagement and conversion are evaluated.

Estimating return on investment from created content is a special moment. As a rule, about 30% of advertisers face difficulties in evaluating the effectiveness of advertising content.

LTV (Lifetime value) - the total income from one consumer for the entire time of cooperation with him; ROAS (Return on advertising spend) - return on investment in advertising.

How to run native ads

First of all, you need to decide on the platform where you will place native advertising. Now most people have the opportunity to do so. large funds mass media, for example, Meduza and TJ.

The best option is if the platform for launching native advertising is a publication that writes about the field of activity that is related to your company. It can be media or print media that the target audience reads. A little research is needed here.

There are media outlets that do this on their own. And this is one of the best options, since the media editors do this work more often than your company, which means that they have more experience and knowledge about the specifics of their own publication and target audience. In the end, the media itself will produce better material.

However, this does not mean that the work process can be completely entrusted to the media. It is necessary to control the project, if only because your company and the editorial office may have different views on some details, and it is better to resolve these controversial issues in the process of work, and not upon receipt of the finished project.

2 unbreakable rules of a native advertising agency

Many marketers are theorists in relation to native advertising. They often violate one or even both of the following rules.

1. Only truth.

Consumers are very good at sensing fake content. For example, a post with the following content: “Girls, I want to recommend you my favorite clothing store”, posted on the blogger’s Instagram account, will provoke a backlash, that is, users will unsubscribe from this person. At the same time, the reputation of not only the blogger himself, but also the advertiser suffers.

1. Know the places of congestion of representatives of the target audience.

In other words, the placed advertising content must match the interests of users and meet them at the most opportune moment, at the necessary stage of decision-making, otherwise all the efforts spent on preparing native advertising, including money, will go down the drain.

How native ad format is marked

Advertising on the Internet is associated with a large number of gaps at the legislative level. If on the same television there are restrictions on the duration commercial, the number of advertising broadcasts, there is censorship, this is not on the Web. However, there are a few rules that should never be ignored.

Advertising banners, ads in search engines, “Read also” blocks must be marked “advertising”, “affiliate material”, etc. However, even if such a mark is present, advertising should not mislead the user. And this requirement is often violated.

Not only in Russia there are strict requirements for advertising. In Europe legal regulation promotional activities based on the European Convention on Transfrontier Television. According to this document advertisement should be separated from the general content of the page.

• Mara Einstein“Undercover advertising. Native advertising, content marketing and the secret world of online promotion.

This is the first book in Russian that is dedicated exclusively to native advertising. Mara Einstein is a professor of media studies with extensive experience in marketing.

This book explains in detail why the market has focused on native advertising and what the future of this advertising format is. The author teaches how to create and design captivating advertising content that cannot be recognized as advertising itself.

• Mike Smith"The Native Advertising Advantage: Creating Authentic Content That Revolutionizes Digital Marketing and Drives Revenue Growth."

This is a new book, published in October 2017, it has not been translated into Russian, so for now it can only be read in the original - in English.

In the book, the author talks about the effectiveness of native advertising as marketing tool, gives advice on how to use it to generate new sources of income, provides arguments and ready-made cases for the implementation of native advertising. The book also contains interviews with leading marketers from GE, Intel, HP and ConAgra Foods.

• Dale Lovell"Native Advertising: A Guide".

This book, like the previous one, was published in 2017 and is currently available only on English language. The author defines native advertising, talks about its types and mechanisms of action.

What is valuable is that Lovell relies on real life examples, interviews with marketing leaders and recent research statistics. Also, the book is replete with useful tips for both professional and novice marketers.

Native advertising has become a natural stage in the development of marketing technologies. A negative attitude towards intrusive messages has led to the formation of a fundamentally new form of promotion of goods and services.

Definition

Native advertising is such a way of conveying information to the consumer when it is presented as part of the content and is not identified as an advertisement. Thus, the target audience does not have a negative attitude towards it.

We can say that native advertising, as it were, merges with the main information flow, fully matching the style and content of the web page. Thus, the appeal to the consumer is natural and unobtrusive. Such advertising does not interfere with the user, but on the contrary, it looks like an answer to his questions.

A bit of history

Despite the fact that native advertising is perceived as a novelty in domestic marketing, in fact, it has a rather long history. So, this phenomenon became widespread in the United States in the 1880s. It was then that producers of goods and services felt an urgent need to stand out from the standard "buy" or "try" calls.

One of the most striking examples of the first native advertising can be considered The Furrow magazine, which specialized in agricultural topics. So, between the informational articles, separate blocks were placed about the products that the farm, owned by the owner of the publication, produces.

By the twentieth century, native advertising took on a new form, which was associated with the development of television and radio. Thus, the use of daytime series by Procter & Gamble as an information platform can be considered the most striking example. By the way, this explains the origin of such an expression as "soap opera".

Main types

To effectively promote a product or service, it is important to choose the right types of native advertising. So, the following are distinguished:

• Sponsored content implies the placement of information on a site that is widely popular and trusted. The content of the article corresponds to the general concept of the resource and is not an advertisement, but a kind of useful advice. For this, not only well-known sites and celebrity accounts can be used, but also feature films and TV shows. This is the most expensive technique that is popular among major brands.
• Recommended content is the most shared at the moment. So, for example, when reading an informational article, you can often see additional links to texts on this topic. In this case, we are talking about really useful information, in which there is a mention of a specific product or service.
• Given the growing popularity of social networks, they have become one of the best platforms for placing native advertising. Compared to previous varieties, this format is the most affordable. In addition, due to the organic integration of posts into the news feed, the widest audience coverage is ensured.

Benefits of native advertising

• the ability to present the material in expanded form (full text, multimedia data, links, etc.);
• good perception of the material not only from computer devices, but also through the mobile Internet;
• due to the absence of aggressive advertising banners and other intrusive messages, the brand's reputation among potential clients;
• natural advertising cannot be blocked by special software products(with the exception of its individual elements);
• such ads are characterized by a large number of views compared to the usual banners that users are used to ignoring.

Negative sides

• The effectiveness of this type of advertising is difficult to measure, since it does not imply direct sales. At the moment, the result can only be assessed based on the number of views, which does not allow one to draw objective conclusions.
• The cost of native advertising is quite high. This is due not only to the complexity of development, but also to the fact that authors often overcharge for their services. Thus, this mechanism is only available big firms with a big budget.
• In most cases, natural advertising is aimed only at increasing loyalty to a particular brand. As for the number of sales, there is no direct impact on this indicator.
• In order for advertising to be effective, unique content must be created for each individual site.

Native advertising: examples

People who are far from all the intricacies of marketing may not immediately understand the essence of this concept. Many do not even suspect that they are dealing with such a phenomenon as native advertising. Examples will help you understand:

• Articles placed in print media are closest to natural advertising. So, for example, a well-established author who is trusted by the reader may receive an order to write a commercial article in which this or that product will be unobtrusively advertised.
• Most often, native advertising in Russia is placed on popular sites like Instagram. This is due to the fact that visual information holds attention 65% longer than textual information. So, many well-known brands pay popular bloggers to mention products in their posts and publish their photos.
• Another option for natural social media advertising is a logo on a profile photo (this is most often attracted to famous people). Also, informative entries from the page of a particular brand can be forced to appear in the news field.
• Some well-known brands release their own mobile applications, which, being useful to users, serve as a constant reminder of a product or service. As for food products, food bloggers are involved in their advertising, who must indicate mayonnaise, chocolate paste or other food from a particular manufacturer in the list of ingredients.

• information should be valuable for the consumer, and therefore there should be a minimum of advertising and a maximum of practical information (the brand should be mentioned only indirectly);
• you need to choose the most effective format for presenting information that will be appropriate in the context of a particular resource;
• you should not flirt with the reader and fake, arguing that the material has no commercial background (the consumer appreciates honesty);
• The multi-platform approach works best when advertising is placed on several sites of different nature at once.

How to draw attention to native advertising

• First, you need to earn trust. Thus, the first publications should be "loud" and as informative as possible.
• Both the advertising agent and the customer of the advertisement are directly responsible for its content. Thus, the information in the message should be as useful and truthful as possible. Also, before posting information on your site, you should familiarize yourself with the activities of the brand. So, the message of an unscrupulous advertiser can ruin the reputation of the resource.
• Given the content of the resource, as well as the type of product (or service), a distinction is made between game and informational advertising formats. When forming a message, consider which type will be better perceived by the target audience.

Examples of successful native advertising

This phenomenon, despite its proven effectiveness, is still poorly understood by domestic marketers. Therefore, it is worth paying attention to the most successful samples in foreign practice. The best native ad looks like this:

• Beer manufacturer Guinness released a leaflet that contained information about the main varieties of oysters and the rules for their use. Thus, the consumer will not be able to pass by this useful information, where it will be unobtrusively indicated that it is best to consume seafood with this particular beer.
• Users perceive self-criticism well, which was successfully used by Microsoft employees in their viral advertising. So, the video calls for the use of the new version of Internet Explorer, honestly admitting that previous versions were failures, but New Product will be fundamentally different.
• At one time, Target bought out the advertising pages of The magazine. New York er (including cover). Branded illustrations were placed on 18 pages, which attracted the attention of readers.

Problems of native advertising

Unfortunately, the native advertising format is not well developed in the domestic market. This is due to several major problems:

• There are few specialists who can really produce a quality product. Unfortunately, the theoretical knowledge and practical skills of many advertising agents are extremely limited, and the approach to creating a product is not always conscientious.
• In fact, natural advertising is not that expensive. However, many agencies, as well as placement sites, significantly inflate prices, referring to the fact that this format is innovative. Thus, only a large brand with a big profit will be able to put ads on stream.
• In most cases, advertising is perceived as an addition to the main content of a publication or information resource, and therefore its content and design are not always treated in good faith. Nevertheless, an effective native format should not stand out from the general concept of the site.

Conclusion

Advertising is designed to manipulate the mind of the consumer, but it is unlikely that anyone will like it. In this regard, there is a need for new unobtrusive forms of information delivery. Native advertising is the future of the marketing market. Despite the fact that its effectiveness is difficult to evaluate, many well-known brands have switched to this format.

Hidden advertising in Bond

Producer Albert Broccoli, who once bought the film rights to all the Bond novels, found a real gold mine - and it consisted not only in the wild popularity of Bond.

Manufacturers of cars, watches, alcohol and expensive suits rushed to offer their brands in the film, because every man from the very first film dreamed of being like James. They drank the same drinks as Bond, were interested in the same cars, smoked the same cigarettes. At first it was cooperation with manufacturers on mutually beneficial terms, and then only for money and a lot of it.

For example, in the movie GoldenEye, Bond drives a brand new Z3 from BMW, and after the release of the movie, sales of this car miraculously double.

In Bond, you can regularly meet brands that need no introduction - BMW, Aston Martin, Ericsson, Heineken, Smirnoff, Omega, L'Oreal, Visa.

And it is with Bond that the heyday of the so-called "product placement" - or hidden advertising in films - begins. And we still see Pepper Potts' MacBooks in Iron Man, Peugeot 406s in Taxi, and the Teenage Mutant Ninja Turtles eating nothing but Domino's pizza - and it's all taken for granted, except for the Die Another Day ad. ”They obviously overdid it, she personally annoys me very much there. But maybe this professional deformation already.

What does native advertising mean?

If we look at the trends, then the query "native advertising" becomes more popular year from year:

And this is not in vain, we are more and more annoyed by "screaming" advertising - bright banners, audio and video clips calling for something to buy, we have learned to ignore and ignore any type of advertising ... except, perhaps, native, which is now is at the peak of its popularity.

But first, in order to completely put everything on the shelves, it is worth learning two more terms and understanding the difference between hidden advertising, native and "jeans" - these are very close concepts that are often confused with each other. But we are professionals, we must know the difference.

Hiden advertisment

The type of advertising when the user does not realize that he is in front of an advertisement. This is a mass consciousness control technology, when an advertising message is embedded in natural content - in films, radio, articles on the Internet, clips, cartoons, songs, etc.

The difference between hidden advertising and native

They differ from each other in that, according to the standards of native advertising, it must be indicated that there is an advertisement in front of the user, while hidden advertising does not have such a requirement.

To consolidate and better understand, I will show the difference between hidden advertising and native advertising with an example:

Remember in Back to the Future 2, Marty McFly flaunts the entire movie in Nike sneakers? In order for this advertisement to be considered native, at that moment the inscription “as an advertisement” should have appeared, if there is no such message, then this is a hidden advertisement.

What is "jeans" in journalism

If at the end of some material you understand that it was still a poorly disguised advertisement, then such an “a la natural” advertisement is called “Jeans”.

For example, Martin's sneakers did not bother me while watching the film, as I was fascinated by the plot and did not think about the brand of sneakers on a conscious level.

But when I watch the Friday TV channel and the presenter exclaims in a joyful voice: “I travel a lot, I get up early, but Supradin vitamins allow me to stay in good shape.” This is where it starts to shake me, because this is clearly a bad way to try to disguise ads as natural content - a prime example of "jeans".

Understood the terms. As I said before, the best thing I can do to fully describe native advertising is to show many examples of such advertising in the context of different sites.

Good examples of native advertising

Native ads on Instagram

The essence of native advertising in any social network is the same - to ask the opinion leader to mention the product, service, brand as unobtrusively as possible. The price tags for such a pleasure are very different - whoever is in what much, from the ability to negotiate on barter to several hundred thousand for one mention.

As a rule, influencers reserve the right to honestly express their opinion - and if they don’t like something, they will write it, despite the payment from the brand.

Still, the trust of the audience is more important for them than the profit from one particular post.

Share your experience in the comments in the comments. And these comments don't have to be good.

Native advertising VK (VKontakte)

On VKontakte, just like on Instagram, almost every day you probably see native advertising, but you don’t always understand what it is, especially if everything is done “cleanly” and the native is good.

Look at this example:

In the correct version, native advertising looks exactly like this, you do not see a call to action and a sale of something or advertising in any other sense we are used to. In front of you is the usual interesting article, which you want to read and a small note who sent this article. Is this advertising? Or did the community authors just like the article?

This is also an advertisement. And it's worth a note. Can it be considered native? No. This promotional post is a call to action. Here it is immediately clear that this is an advertisement hitting the forehead, and this is no longer a native, this is a “jeans”. Disappointment at the end of the post that again I wasted time reading ads.

Youtube native ads

Youtube also provides great opportunities for using native advertising.

Most often, these are again sponsored review videos from popular bloggers, usually these are hidden advertisements:

See what a wow effect the foundation manufacturers have achieved by inviting them to star in advertising campaign zombie boy, whose tattoos were easily hidden by foundation:

How much do you think sales of such a tool have grown? This viral video took the internet by storm in a matter of days.

Native advertising gives some kind of unconscious influence on the subconscious. I came across a review of a tube amplifier and wanted the same one for myself, I saw that foundation can mask even a black tattoo, how can he not cope with a pimple, I have to try.
Although no one offers you anything to buy. What for? And so I want to buy.

Yandex native advertising

We drive any query into the search engine and see among the results the first 4 ads with a barely noticeable mark “advertising” next to the site address:

Technically, they look exactly the same as ordinary, non-advertising blocks of this site, the information that this ad is also present means that we have a native format.

Native advertising in a mobile application

More details on how to start making money on your mobile application using native advertising are well written in Yandex Help. You place a special code in your application and each user of your application sees an advertisement in place of this code.

If, on the contrary, you want to place your ads in applications, you can contact us. We will select suitable keywords or application categories:

Native Zen Ads

These publications outwardly do not differ from other publications on Zen, except for a small note that this is a paid post.

Such publications organically fit into the feed and do not cause rejection. While Zen provides for native advertising only in articles and narratives, there is no such possibility in posts and videos.

Finally, we got to the most interesting format of native advertising - advertising on content sites.

Native advertising on content platforms

Why I consider this particular format the most interesting - at least, because there is a huge field for creativity.

You can write a long post with a bunch of beautiful photos about how to "Make an apartment in the Baltic style" and promote your hardware store in between times. People interact with such content in the same way as with regular editorial content, if you do not turn such content into jeans.

An example of partner material on VC.ru:

On Pikabu, partner materials are labeled a little differently. There you can come across posts from the author of Ads:

This is an advertising paid post, in which the Petersburg Real Estate portal provides information that there is a trade-in not only for cars, but also for apartments. Interesting? Yes. Is it perceived as advertising? Rather, yes, but you still read such material out of curiosity. From the category of "bouffant made up something."

Most often, the announcement of such an article is placed in the “Read also” or “Recommended for reading” block, where sponsored publications are placed along with regular articles.

For example, 80% of the income of the popular website Meduza comes from native advertising:

If we are talking about Meduza, then, as a good Internet marketer, you should have heard about a special format of native advertising - cards from Medusa. These are guide articles that were created by Meduza to grab the attention of readers. Now they have been collected and the book “How to Live” has been published.

In addition to articles with useful information and an unobtrusive mention of your brand, you can launch a special project in a native format.

Special project. Meduza and MTS

True, at the end of the game there is a call to switch to a new offer from MTS - "Tariffishche" and I would call such advertising native with a stretch:

Special project. New York Times and Airbnb

The landing tells the story of immigrants since the early 20th century, a wealth of archive photos, and a subtle hint that modern immigrants are successfully using Airbnb to find accommodation in another country. A great example of a native special project.

Special project "Game of Thrones"

To create excitement for the series "Game of Thrones", the creators of the release of the last series posted on popular sites the test "How would you die in the Game of Thrones?".

This survey was picked up by many Russian sites - from Cosmopolitan to Fishki.net.

And the final episode of the series was watched by more than 8 million users.

Native advertising sites: where to order native advertising?

I think you have already warm feelings for native advertising. And she really is the future.

Just as the popularity of paper newspapers is slowly declining, annoying advertising formats will soon become a thing of the past. How can they not sink into oblivion when users react worse and worse to such advertising?!

So where do you get native?

In addition to the already familiar formats - such as contextual and targeted advertising, which can be considered native, and most likely know where such advertising can be ordered (if not, contact us) - there are special sites selling native advertising, for example, buzzoola. com.

As part of the content marketing of the “Complex” tariff, we select thematic platforms that are right for you, for which we write and post an interesting article to draw attention to your project.

How to calculate the effectiveness of native advertising, the full formula

Usually, the ROI (or ROMI) formula is used to calculate the return on investment, but ROI assumes that it is possible to measure the return on each investment, while native advertising is not aimed at making direct profit, it works more on brand awareness and stimulates conversions.

Therefore, to calculate the return on investment in advertising, the ROAS formula is used (it was developed by the StackAdapt agency on digiday), I will give it further without changes, the original article is at the link.

LTV will help you create a budget for how much you can spend on attracting one client in each content distribution channel.

We calculate LTV using the formula:

The next step: actually, the ROAS formula itself. The highlighted blue field is the LTV.

Bottom line: the most important thing you should remember about native advertising

• Native advertising should be interesting to the user, visually organically fit into the content of the site, but be marked as advertising material. Simply put, it should become part of the site's popular content.
• The native should not contain a clear call to action and leave a note of disappointment that it was a “veiled advertisement”, or other negative emotions.
• Say no to storytelling with a call to come to your company; product reviews exclusively with positive side; cases, at the end of which it is stated - if you want the same, come to us; press releases in the style of "we are the coolest company on the market."
• Native ads reach your potential customers, they are placed where they want to be seen, they are not annoying. Of course, if everything is done correctly.
• A well-executed native spreads well as " word of mouth", providing excellent coverage of the target audience.
• It does not directly affect sales, but it has a good effect on the image and overall conversion.
• Native ads can't be closed, blocked, or reported like normal ads. Ad blockers do not respond to it.
• Native advertising is a relatively expensive channel, especially when it comes to special projects or placement on popular sites or opinion leaders.
• Native advertising in any of its manifestations can be ordered from us =)

Perhaps everything I wanted to tell you about native advertising.

If you make a contemptuous face at such a suggestion, you may not know everything about this tool. But it is not the tool itself that is bad, but its inept use. The main problem of native advertising is the thin line between good native material and “jeans”, which does not attract customers and does not inspire confidence, but deals a double blow - immediately to the reputation of the brand and the site.

What is good and what is bad

Good native advertising is a gopher that we have never seen, but we know that it is. That is why in conversations about native advertising, disputes so often arise - is it or is it not. For example, videos on YouTube with hundreds of thousands of views, where a child talks about new designers, is this an advertisement for a brand or a sincere passion for a child? They are so natural that only those who take them off know the correct answer.

Naturalness is what readers are used to seeing when they visit the site. Useful articles in the "how" and "why" format, industry analytics, case studies, entertainment materials. That is what they are willing to spend time and attention on, and not on advertising.

Bad native advertising is always visible to the naked eye. If, after reading the text or watching the video, you still have a feeling of deception, negativity, disappointment, and at the same time the understanding that something is being sold to you, this is it.

An example of native material about the Church of Scientology, which appeared in the respected publication The Atlantic in 2012, has already become a textbook. In the text, published as regular informational articles of the publication, which readers are accustomed to trust, they talked about the achievements of the Church over 60 years, not stinting on admiration and listing exclusively positive moments.

The publisher made several mistakes at once when placing the material:

• controversial religious topics
• biased, evaluative presentation of material - propaganda instead of information,
• lack of useful and valuable information,
• violation of the main criterion of good native advertising - naturalness.

As a result, readers raised a storm - negative comments fell on the publisher. The material had to be removed and a penitential letter written, promising not to repeat such a mistake again.

Other publishers have also drawn conclusions: now the editorial policy of native advertising is strictly prescribed and monitored. The motivation is simple: if the media values ​​its reputation, it will follow the naturalness of the native. Those who know how to say a firm "no" to the disguise of advertising messages as news, as a result, receive both respect from readers and cooperation with brands.

Disguise also includes the currently popular storytelling with a call to buy at the end. This is another example where the tool itself is good, but applied too bluntly. I will quote Katerina Yeroshina:

The problem with jeans is that journalists and advertisers try to deceive the reader and "veil" the mention of a brand or product. But the reader most often sees and feels the deceit, and is disappointed in the product or brand.

“Native advertising is a delicate matter. You overdo it a little and that's it, the opposite effect. I had a case when I deployed a content marketing case. The task was to show the unique interaction between brand experts, content strategist and copywriters. The brand's PR team approved the text, which included laudatory odes to the founders of the brand, heads of departments who interacted with copywriters. There was a press release. After the revision, when all the curlyness and prettiness were removed, the work came to the fore. Brand coaching for copywriters, content creation chain. Without false words about the “founding fathers”, the case became bright, interesting, received a lot of views, reposts and other reactions.”

Nata Zayats, editor-in-chief of the WebPromoExperts blog

So once again: say no to any disguise:

• cheap soulful storytelling with a direct sale at the end,
• cases with a blurred description of what was done, no results, but with “come to us”,
• a review of products with exceptionally positive features,
• press releases and amazing PR texts in the style of "we are very cool."

When the struggle is for every second of the reader's time and attention, no one will read this. The more difficult it is to distinguish material from editorial and at the same time it works for the reputation of your company, the better native advertising.

What does a good native look like?

So, you need material that is natural for the reader and the site - as similar as possible to ordinary media content and not like traditional advertising, not causing rejection and bypassing banner blindness.

Easy to say, but is it so easy to do? When preparing the material, check yourself against such a list.

Choose a venue

And study the rules of placement on the site and the requirements of the editors, look at the materials, find out the expectations of the audience. Make sure that the readers of the site intersect with your target audience, and that the resource has high traffic.

Determine the submission format

The most popular formats are branded content from the site’s editors, when your participation in the preparation of the material is indicated by the marks “partnership material”, “sponsored”, “special project together with ...” or an expert article from the “face of the brand”, when the article is signed by the name of the author with indicating its affiliation with the brand.

Formulate the correct task of the text

Wrong: so that the reader immediately goes to our website and buys. That's right: so that the reader hears about our company, wants to know more, understands that we are experts in this matter.

Remember that reader benefit always comes first.

In any of the three main manifestations: to inform, educate or entertain. Choosing one of the sides will help determine the format of the material.

Accurate data and non-judgmental submission

Qualitative data, honest statistics, mandatory fact checking. Do not try to deceive the reader - in the world of the accessible Internet, the truth will quickly emerge. Do not allow an assessment and a position of "good" or "bad", only reliable information that the reader will evaluate for himself.

Check brand connection

Are mentions and brand connections enough to make the material work? Communication should be unobtrusive, without a direct call to buy.

“Netpeak blog editors publish guest posts from third-party authors. Sometimes they turn to us for a topic, but most often they come with ready-made material. Sometimes the authors of guest posts place links in the text to their resources, services, sometimes they are limited to mentioning the place of work in the biography. Of course, we make sure that the text contains no more than one link to the author's resource. If the text is unique, corresponds to the red policy and solves an important task for our readers, we will take it.

As a result, the most effective are detailed cases - the history of the development of the project or other people's projects with the help of the services of the author. Points for authors add real numbers and open brand names. Such texts get quite a lot of traffic from social networks, and then from search engines.”

Georgy Ryaboy,Head of Internal Content at Netpeak

Are there perfectly correct native formats

Meduza Director Ilya Krasilshchik, speaking at the Lviv Media Forum told that p Approximately 80% of Meduza's money comes from native advertising. Therefore, we will start the story about successful native formats with vivid examples of this resource.

affiliate material Foxford Online Schools, answering popular questions from parents about summer schooling

Another example from Medusa is the use of native advertising in tests and games.

This material is not marked as affiliate, but on the first page there is a mention of the person who helped prepare the test. Next - the game mechanics do their job

Digital publications that have earned the trust of readers with useful specialized information choose expert articles, analytical materials, case studies, tool reviews for native advertising. Readers come for the "meat" and want to know everything about promoting a business on the Internet, so this is appropriate and natural.

However, even here the success of the native is determined not by the format, but by the content. Here are some good examples.

An article on Cossa about promoting a brand with the help of microbloggers, written by a Getblogger PR manager, with a detailed algorithm of actions that meets the needs of readers

Review of the same service from the editors of Cossa - with specifics and without laudatory ratings

“Cossa offers many ad formats and almost all of them are native. For native advertising too many formats , so we prefer to call the formats in more familiar and understandable terms: an advertising article, an advertisement in a block of recommended articles, a post in social networks.

At the same time, the commercial department has to balance between the wishes of the advertiser and the editorial policy. The fact is that not all advertisers have understood the essence of modern advertising formats, some still want to publish something like “we are the best”, thereby losing to those who make high-quality articles. All this needs to be explained.

When people come to us with a ready-made advertising text, the editors usually refine the material so that the advertisement really attracts attention and benefits. Sometimes we are approached by companies that want to advertise services or products on Cossa, but don't know how. Then we do everything: choose the appropriate format, write good article, we come up with a special project. There are many options."

Roman Skrupnik, editor of Cossa

But not the most successful example of native advertising. An article about why it is better to work with a large agency than with freelancers, with conditional examples that do not inspire confidence (but I would like numbers), written from the position of a man in a white coat and an unambiguous assessment and conclusion.

And yes, with a call to address at the end

And here is a good example from vc.ru. The subject and task of the text are similar to the example above, but the presentation is completely different.

itstory , which you want to read, starting with the title

And by the way, stories. Unlike stories with an instant offer to buy, which will continue to cause rejection and negative readers, here is an example of native storytelling that works for the brand.

In its history , published on "It's interesting to live", Elena Rezanova talks about how she decided to make drastic changes in her life and gives advice to readers that can help along the way.

At the same time, the only time it is mentioned what she does is in the caption to the author's name at the beginning of the article.

Stories - inspire, give emotions, entertain. This is also a benefit and positive for your brand, if not killed with clumsy advertising. Stories should be natural, not rubber and sucked from the finger. Write them when it is already impossible not to write.

If you still decide to include native advertising in your brand promotion strategy, do not forget about other working formats:

• expert comments,
• video clips,
• memes and infographics,

• Despite the apparent diversity, it is rather monotonous. Standard banners, pop-ups, email newsletters, advertising posts- all this is rather fed up with the user, so often an advertising message placed in this way does not cause a proper response from It is quite difficult to find something really new and attractive on the Internet, so native advertising, which has been gaining momentum lately, seems to be a very promising direction on the Internet marketing.

  What is native advertising?

  This content is almost indistinguishable from regular content, it does not catch the eye, does not cause irritation and rejection, like regular advertising. Rather, the user sees in it a certain useful information for himself, good advice, and already subconsciously wants to put it into practice. It can be a review article, a post, a non-promotional review, questionnaires or tests that raise current issues.

  Native advertising format (from the word native - natural) should be stylistically similar to the site on which it is placed, and look like one of the resource materials. In this case, the blocking plugin simply does not recognize it and will not cut it out of the display, which means that the information will reach the user.

  According to research by AdBlock Plus (one of the most popular inappropriate content blocking extensions), native ads are among the last places to annoy users. Users most often pay attention to it, they unconsciously often share it with friends and relatives, of course, if the material read is really unique, useful and interesting.

  

  All the advantages of native advertising

  As already mentioned, the world experience of native advertising shows that it is the least annoying and causes negative emotions in the target audience, which increases brand loyalty. In addition, there are several other advantages of native advertising:

  • it is always located where they want to read or see it;
  • the more interesting the content, the higher the likelihood that the advertisement will “go to the people” - the effect of the so-called “word of mouth”;
  • it is almost impossible to block it, which means that the advertising message will definitely reach the user;
  • it can exist on almost any multimedia device.

  

  A few shortcomings

  Any, even the most effective advertising, is not without its downsides. The disadvantages of native advertising include the risks of losing trust if the user realizes that an interesting information resource was paid for by sponsors. Another disadvantage is the complexity of creating and adapting content for a specific Internet site, as well as the high cost of these processes.

  Native advertising on the mobile web

  Today advertising in mobile internet especially important, since the average user spends many times more time on the phone than on the computer. Chance to be seen mobile phone only “disguised” advertising has it, since its usual types (banners, pop-ups, etc.) are blocked in half of the cases, and in the other half they simply annoy the user, taking up most of the small screen.

  The main difficulty lies in the fact that native advertising is of interest to the user, and for this the content provided must be of really high quality. To do this, experts go to the creation of new formats of advertising. For example, creating a viral video, a non-standard questionnaire or a mobile application with a disguised advertising message.

  

  Native Ad on Instagram

  The whole direction is the placement of advertising on social networks Instagram and Facebook. It is enough to place an original attractive photo using the advertised product, and do it on behalf of regular user, not companies. The person who sees the image will perceive it not as a direct advertising message, but as “he has it, and here's what you can do with it (or here's how it will look)”. And, perhaps, he wants a thing for himself. Such advertising is often used by sellers of handmade, designer items, children's toys and clothes.

  Let's talk about the successful use of native advertising in more detail.

  

  Examples of “disguised advertising”

  Native advertising is often used to promote the film industry. Here is a prime example of this. Netflix is ​​sponsoring an article in The New York Times dedicated to the problems of imprisoned women, what they have to deal with in prison and what awaits them after their release. In the material, the journalist seeks expert opinion from the author of the memoir "Orange is the new black" Piper Kerman, who inspired Netflix to create the series of the same name. Thus, both advertising sounded, and the company appeared in a favorable light for itself, as understanding and focusing attention on the topical problems of society.

  Another example will explain how important Feedback with an audience and an entertaining moment. When Buzzfeed published another "How Would You Die in Game of Thrones?" poll, the final episode of the series was watched by more than 8 million users.

  

  The usefulness of the advertised product can be more effectively represented in a visual form. Design magazine Styling Home has published an article about “The 10 Most useful things for the kitchen”, where 10 fantastically beautiful kitchens designed by the customer-manufacturer of kitchen furniture were presented.

  Gradually, Native Ad is also developing in the domestic advertising market. One of successful projects You can call a series of materials “The Second Half”, where the characters talk about interesting places in Kyiv and from time to time are photographed against the backdrop of the Volkswagen Polo.

  Popular platforms

  1) (example with kitchens) - the consumer is given interesting material from which he can derive any tangible benefit for himself.

  4) Mobile applications - a device associated with the mission of the company. For example, a series of workouts from Nike or playlists from Pandora.

  6) Viral videos on YouTube channel.

  Instead of a conclusion

  Native advertising can rightfully be considered a modern discovery. marketing promotion brand on the market. It is unique, useful and does not cause a negative reaction from the buyer. It is invisible, but it is everywhere - in our phone, in the computer, in a conversation with a friend, in our head. We perceive natural advertising on a subconscious level, and the product that it advertises as something we need, useful, important. In other words, Native Ad is the most effective method influence a person without his consent.

  At the same time, the creator of the advertisement must not forget that the message that the message carries must be heard by the user, otherwise the expensive project will not bring any results. Keep a fine line between and recommendation based on authoritative opinion. Collect the opposite opinion, check if you are heard, only in this case you can get the desired effect from the advertising campaign.