What is bad about native advertising?

Poorly designed campaigns create a bad user experience Sometimes native advertising campaigns are poorly done. In addition, some sponsored content is not clearly identified. That said, native advertising isn't always bad. As much as people hate it when it's bad, they can really like it when it's good.

When done right and makes sense for the brand, publisher, and reader, native ads can be an asset to your brand and an opportunity to publicize your product or company. Native ads blur the line between advertising and content, so the strategy is drawing a lot of anger from critics and detractors. However, native advertising has a spatial problem; including more native ads automatically reduces the amount of primary content that can be displayed on a site. Include too much and the publisher's site loses credibility instantly.

Users leave, ads become less valuable, and all operations collapse. Publishers see native as a way to convince marketers to spend more directly with them and to charge higher advertising rates. With 70% of users open to discovering products or services through branded content, there is no doubt that native advertising is beneficial to both advertisers and publishers. By definition, native advertising is advertising that adopts the form and function of the platform on which it appears.

Native advertising has produced some high-quality ads, such as this Buzzfeed article sponsored by ACUVUE, titled “11 Incredibly Interesting Facts You May Not Know About Your Eyes. He cites an IAB study that found that half of viewers couldn't tell the difference between native ads and real news, and points out that advertisers are betting on consumers being too unintelligent to know otherwise. With digital media, native ads (also called sponsored content or streaming advertising) embedded in a webcast are designed to look like the unsponsored content that surrounds them. When these mediators publish them, native ads receive tags that inform readers about the type of items they are consuming.

To keep that experience pure, you'll want to avoid missing out on these facets of native advertising. While native advertising allows advertisers to interact with their target audience in a more effective way, it's certainly not without controversy over fair participation. There is no doubt that native advertising shapes the future of the advertising industry and even journalism. Billions of ad impressions can annoy readers, but they don't disorient users by hiding the source of the message and this is exactly what the native does.

We recognize that these findings can create a shock in the native advertising industry, as bidders strive to get the value they are paying for.

Patti Goldenman
Patti Goldenman

General bacon lover. Hipster-friendly travel guru. Proud bacon ninja. Incurable zombie trailblazer. Professional bacon fanatic.

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