• by Coskun Tuna , May 27, 2015

Whoever considers native advertising as a poor and less-effective measurement has not seriously dealt with the current and future techniques of this new form of advertising. Or the real opportunities still hidden in the future.

Is native advertising really a new thing?

Most of the criticism against native advertising arises from a superficial knowledge and partly contemptible consideration. What has always been a part of the marketing strategy in print may change the digital advertising market in content marketing.

Instead of the optical seamless placement of advertorials, a series of technical and functional elements can turn native advertising into a highly efficient advertising medium and a new source of revenue for advertising.

Even with leading U.S. sites like BuzzFeed, advertorial can produce high quality articles geared to a Content Management System (CMS) – with optimized content for the respective medium.

Classical advertorials lacked transparency and lived with more than one measurement methods, which aggregated all the results from all publications with just one click. Publishers are provided with pageviews, statements as data, without knowing much about the history and the success of the campaign. Simplicity, transparency and measurability are the foundation for successful advertorial campaigns.

Instead of advertorials in a single online publication, native advertising simplifies this entire process. It can run high quality advertorials in several publications at once. In this way, native advertising provides a “trackable” campaign in various medias.

How does native advertising work?

Advertisers select their advertorial and define circuit criteria and objectives, namely keywords and channels, then choose several targeted media in which the campaign will run. Several teasers with different images and text elements provide the native advertising tool for the correct ABC Testing, so that the most successful preference will be received.

A good marketing tool for advertisers should be determined by the amount of extradited teasers, impressions of advertorials and clicks on the teaser for the actual call of advertorials. The tool distributes all content automatically in relevant media, so that the connected publishers are kept informed about new campaigns. They can adapt contents individually, either automatically or change after previous examination.

The optimal delivery of an advertorial campaign on all devices is now evaluated following the standard method, however the view on the monitor, tablet or smartphone can no longer play a role if the content is delivered and scaled. For a possible forwarding of the high quality content in social networks, a good native advertising tool is provided so that users are directed after campaign to fallback URL and no click to end a campaign is lost.

The advertiser receives the status of real-time statistics, heat map and Scroll map, with information about how often advertorials were displayed, how long was the average length read of stay, how many mobile views was delivered, how many clicks have resulted from an advertorial, and how often and at what social networks. Such data provides new and diverse ways to optimize content marketing through native advertising.

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Big Data and new processes will ensure that advertorials dynamically adapted to the readers. Native advertising applies the possibility to take said products directly into a shopping cart, while reading an article. The native advertising tools then optimize the rest of the article, and design the content of attention to the needs of the users, such as products and information that are touted. At the end of advertorials, the reader is encouraged to directly purchase conclusion without going to an external site.

In the future advertorials such as native advertising will build a kind of micro-browser from where interactions took place with the consumers directly at the site of the consumed content. With native advertising, it is not necessary for the user to move from one medium to the online store of the advertiser. The purchase is arranged on the trust medium of the reader.

Content marketing is definitely not purely “display ads” and not be treated as such. Advertisers can take advantage of this development by shifting part of their marketing budgets from display ads to native advertising. With the right strategy, marketers, publishers and advertisers can together pave the way for the technical evolution on digital advertising markets.