Native is everywhere in 2014. Get to grips with what content marketers need to understand about this revolutionary form of content promotion now.
The below is an extract from a wider post written by Dale Lovell, Publishing Director and Co-Founder of Content Amp and published on Econsultancy.com in November, 2013. Read it in full here.
Native adverts are contextually relevant posts that combine paid, owned and earned media into a clearly labelled branded message that is user initiated. Native placements sit seamlessly into the overall design of the host site so that they look like part of the site, rather than any external element to it.
The above is a broad definition of what you should expect to see from Native adverts. If we are talking Native advertising, it should include these three elements:
1). Content led advertising – Promoted, fully branded custom content.
2). The advert sits seamlessly in the design and layout of the host site – The ad doesn’t sit in a banner placement or as an overlay that interrupts the site; it is a part of the editorial of the host site.
3). The advert is user initiated – the user has to click to view the ad.
What do you need to think about when setting up a Native campaign?
You cannot talk about Native without talking about content. Many marketers forget this point. Native only works if the content you are promoting is engaging and offers value to your potential customers.
Dale Lovell
