© Anatoly Maslennikov – Fotolia.comNative Advertising is a kind of paid advertising, but it doesn’t look like traditional advertisements that can be found on the web. Instead, this form of media is specially designed to fit in with the look, feel, and function of the content on a web page. It is a great way to expose readers to advertising content in a non-disruptive way.
What makes native advertising different from its traditional advertising counterparts is the way it looks on a page. Traditional advertising methods rely on display and banner ads as well as bright, flashy colors and images to make it stand out from the rest of the content. In contrast, native advertising is designed to fit in with the existing style on the page.
Its entire purpose is not to disrupt the flow of the page. It looks as if it is part of the page itself. While traditional forms of advertising are routinely ignored, native advertising gets read with the rest of the page, ensuring greater exposure.
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Native advertising looks different than traditional advertising, which means it is also used differently on web pages. Instead of flashing at the top or the side of the page, it is found in:
Online marketers are increasingly turning to native advertising as opposed to traditional advertising because it comes with some surprising benefits:
It is also beneficial to websites because it makes a web page appear more professional and less spammy. That increases consumer trust with the brand, which in turn will encourage them to return to the site and make a purchase.
As mentioned above, people generally know they are looking at an advertisement, even if it is meant to melt in with the editorial style of a web page. However, because it is designed not to look like traditional advertising, there are some rules marketers follow when designing these ads so as not to be misleading.
Unfortunately, not all advertisers are honest. When it comes to pay-per-click advertising, it doesn’t matter who or why someone clicks on the advertisement when the website publisher is paying for the click, regardless of what happens next. That has led to some shady marketing practices that try to fool website visitors into clicking when they don’t realize it’s an advertisement.
The Federal Trade Commission (FTC) and the Interactive Advertising Bureau (IAB) are hard at work regulating native advertising and how it can be used to ensure consumers are not misled when browsing the internet. They also check whether companies engage in the practices above.
