The media landscape continues to evolve, and as it changes new information channels keep emerging. Native advertising – promoted videos, articles, etc. – presents marketers with an interesting new way to engage with consumers and communicate a brand’s unique benefits. Unlike a conventional ad or public relations media placement, native advertising appears on websites and social media channels as sponsored content and usually has titles and visuals designed to resonate with readers. Here are four important factors to take into consideration before starting a native advertising campaign:
Objectives
Before investing in native advertising, it is necessary to review the brand’s overall marketing objectives. If they are to educate and generate awareness, then this tactic could be a great way to put the brand’s message in front of an audience that might otherwise not learn about it. However, if the brand is in a controversial industry or is working on rebuilding trust with consumers, native advertising risks triggering negative feedback. Alternative marketing tactics should therefore be considered.
Audience
The audience being targeted will be a major consideration on where ads are placed and how the message is communicated. For example, if a brand is targeting baby boomers in New York City, The New York Times might be a good outlet. However, if the brand wants to target millennials across the nation, Buzzfeed would probably be a better option.
How to present the message
For a message that’s nuanced and detailed, an article written by an expert will provide credibility. If the brand wants to communicate something humorous and lifestyle-oriented, a list and GIFs or a slideshow could be more compelling. In a recent campaign for Degree’s MotionSense Lab, images and videos were used to explain Golden State Warriors sensation Steph Curry’s moves together with data and insights gathered from the Lab’s investigation. The videos and research were presented as sponsored content on ESPN’s sports and politics news website FiveThirtyEight, which targets millennials. By doing so, Degree provided consumers with a completely new way of looking at one of the NBA’s most renowned athletes while positioning itself as a sports science authority.
Budget
As in any marketing initiative, budget is a key consideration in a native advertising campaign. Factors that affect budget include the length of the campaign, the number of clicks the brand wants to secure, and the geographic area the campaign will cover. All help determine the cost of the campaign.
Native advertising is a great tool for brands with a clear idea of what they want a campaign to achieve. As this marketing tactic continues to evolve, partnering with a PR firm that has successfully implemented campaigns like these is a good first step in developing a native advertising plan.
