As most of us in the digital world know, one of the biggest growth areas in the last year has been around native advertising. That said, native ads are not new. Newspapers have advertorials; TV and film have product placement. For digital, we as marketers are at a turning point; display advertising is effective, but there are other ways to reach users in ways that provide value to users in context within the publishing environment.
Native advertising implies a different relationship between marketer, publisher and user. The most effective native campaigns complement the user’s experience, providing entertainment or valuable information for shopping. Instead of looking to stand out, native advertising blends in, creating a symbiotic bond between marketing and publishing.
Here are a few things to be thinking about for your native campaigns: