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Marketing expert Sergey Karshkov is the co-founder of 9 Pandas, an award-winning advertising agency. This article will look at native advertising, a marketing medium that is becoming increasingly popular today. The embedded infographic features some compelling statistics about native advertising.

 

 

Native advertising is the concept of using paid ads that blend in seamlessly with the appearance, feel and function of the media platform they are published on. The embedded PDF takes a closer look at social media advertising, exploring different channels and marketing strategies.

 

Sergey Karshkov

Popular Social Media Marketing Channels and Strategies in 2023

 

Sometimes referred to as ‘sponsored content’, native advertising often functions as an advertorial, with ads manifested as an article, editorial or video. The term ‘native advertising’ refers to the coherence of the ad media with native content on the platform.

Native advertising reduces consumer ad recognition, effectively blending into the platform’s native content even when labelled as ‘branded’ or ‘sponsored’ content. Contemporary formats for native advertising include promoted images, articles, videos, music, commentary and other form of media. Popular examples include Facebook’s promoted stories, Twitter’s promoted Tweets, and Tumblr’s promoted posts.

Sponsored social media posts are a popular form of native advertising, with the content producer or influencer reviewing or mentioning a product or service in a social media post. Collaborative content, where content producers and influencers receive discount codes or free products in return for promoting a brand, are also a popular and effective means of native advertising.

The Federal Trade Commission and other consumer watchdogs are currently lobbying for regulation of native ads, with policymakers warning native advertising could be misleading. Nevertheless, although the aim of native ads is to seamlessly blend into native content, they do typically incorporate a few telltale features.

Phrases like ‘Recommended for You’, ‘Suggested Post’, and ‘Promoted Stories’ are all indicative of native advertising. Another particularly obvious sign is the inclusion of the Google Adwords icon box, which reveals that the content is a paid advertisement when clicked. Similarly, a sponsorship credit is another clear giveaway.

Native ads are popular with internet marketers due to their high conversion rate. They counter ad fatigue. Providing ad content is exciting and engaging, it tends not to bore audiences.

Research from Stanford University shows that few people are actually duped by native advertisements, with most consumers aware that they are viewing an advertisement. Many consumers recognise native ads but simply do not care. However, native advertising is incredibly powerful in terms of swaying purchase behaviour, as the embedded video reveals.