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4 Things That Publishers Need To Know About Native Advertising

Posted October 10, 2018 by Abhishek Pandey @ 5:28 am

Brands want to make a deeper connection with their customers, whereas, publishers always seek new ways to generate revenue. Apparently, Native advertising has emerged as one of the best and powerful marketing tactics which involves publishing informational and educational articles and videos in digital and print media. Native advertising enables publishers to generate revenue not only by lending them the platform but also offering them editorial expertise, brand reputation, and audience. Whereas, when it comes to brands, native advertising allows them to create valuable content and another touchpoint within the buyer’s journey as they work toward being the best answer for their audience.  But despite native advertising’s long history and its growth as a content marketing tactic in today’s digital world, many brands and publishers are still wary to jump on board. This article will four important things that publishers need to know about native advertising:

4 Things To Know About Native Advertising

Native Advertising Has Bright Future

Native_Advertising

According to the report, more than half of the publishers already offer native advertising as a service and rest of them are likely to add the option in the future. If higher revenues are anticipated and more service offerings are being considered, that leads me to believe that publishers and their customers must be seeing value and results with native advertising. However, native advertising may not be the thing for every brand or publication. Both advertisers and publishers should do some research and a little testing. Determining whether its a good fit will ultimately depend on who your customer/audience is and your business goals.  

Native Advertising Adds Value To The Viewers

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The survey has found that publishers believe that native advertising actually adds value to their readers and viewers. By understanding your target audiences, one can provide a valuable native content to their targeted audiences. Here, the publishers can provide excellent insight into who their readers are and brands can use that information to see if it fits with what they know about their target audience.

Publishers Don’t Label Native Advertising Content

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More than half of publishers believe that they can label native advertising content as “Sponsored Content” to differentiate it from editorial content, while others use other terms or change the look and feel of the content to make it look unique.  However, some of the publishers say they don’t label native advertising content at all. As mentioned above, transparency is absolutely crucial to maintaining the integrity of both the publication and the brand that’s advertising. In an attempt to trick readers to believe that the content is unbiased, journalistic content will almost certainly backfire on both parties.  

Digital and Print Content Will Perform Well

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Native advertising content can take on a variety of forms, but there are some that tend to be the most effective. Whether it is an article, video content, and printed article, they will be the most effective types of native advertising content.  Again, use your audience knowledge to choose the type of native content that will be the most effective.

Hope this post is helpful.

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