Native advertising is a new trend that is booming in online advertising. This alternative appeared in the United States, just a few years ago, in the face of a changing advertising context in which traditional online formats are becoming less and less effective.
Native advertising consists of including an advertisement on a website or platform respecting its format and editorial style. That is, our advertisement must get adapted to the rest of the content published on the site, it must fit organically with the information that accompanies it.
The essence of native advertising is the same as that of cinematographic product placement. It is preferable to include the product in the plot rather than interrupt the film with an advertisement. In the celluloid world, this practice began in the 1930s.
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Its diffusion is limited since the contents get published on a platform through a specific profile.
All platforms that share thematic or target audience participate so that the same content can get promoted in different media at the same time.
It may or may not be online, and it has the appearance of the medium where it appears, a very similar design, and even the same, in other words, just by removing the brand name, it would pass through the content of the medium. When it is online, it is usually had the tag “sponsored content” and has a clear call to action.
It is the same as an advertorial but in video format, with no twist and turns. There were Campaigns with a high impact on YouTube during 2013.
It is the content that creates a medium and a paid brand, it doesn’t have a clear call to action, unlike advertorial, so it serves more as brand recognition. It can be used in conjunction with banners of the brand in question to get site visits and conversions.
You can sponsor a magazine, a chapter in a series. You don’t usually have a clear call to action; it is more about brand recognition.
The only difference between branded and sponsored content is that the brand creates the content for the medium.
Product Placement: placing products in a “covert” way, say, for example, watching a chapter of a series or a movie and a well-known brand of milk or soft drinks appears, it is not accidental, it is native advertising. In the online world, it also happens, even with articles where coincidentally, the keywords that position next to the brand name appear. PP example of «LG smartwatch.»
Ads or highlights that recommend content from other websites, under the same look & feel of the website from which they appear.
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