What Is Native Advertising and Why Should I Care About It ... - IMGrind

(3:13 AM at the IMGrind Offices ? Coffee Brewing)?Gooooooooooood Early Morning Grinders! Preston here and since I woke up on the office couch after watching back to back episodes of Amish Mafia (don?t judge me), I felt inclined to grind some beans, make some coffee and start blogging.

Each and every day, myself, Ruck and Ryan hold discussions about the changes (good and bad) within the realm of online marketing and advertising. As you know, what is here today is gone tomorrow and the evolution of our world morphs and changes at break-neck speed. Recognizing this, let?s take a look at Native Advertising.

Native advertising is the incorporation of high quality content into the experience of a given platform or website. This advertising content does not detract from the user?s experience on the website or platform on which it is being used ? hence its suggested power.

With native advertising you are paying to be a part of the conversation within the subject matter of the content, where in display your are paying to interrupt the experience. Native advertising is not an advertorial on the latest pill-form diet solution or how you can sell back energy and get off the grid with some obscure solar energy motor. It is also not an automated form of advertising, nor will you find it inside of an ad box. Remember, it is instream ? organic content.

Banner advertising has been around since the beginning of the graphical web experience and through that time, these ads have largely lost their effectiveness as they offer no value.?Many users of the web are jaded when it comes to this type of ?in your face? advertising.

While banner ads can be relevant if they mirror the intentions of the consumable content, the media is losing steam. Translation ? banner ads are largely being ignored (rich media banners probably stand the best chance of getting clicks among static and gif). While we don?t expect banner inventory sales to take a massive crash or go away completely, we are suggesting that content based/driven advertisements could start appearing more across the web.

More Info on Native Advertising at Mashable Media Summit

The most recognizable versions of native advertising that exist today are Facebook sponsored stories, promoted tweets and paid discovery (stumbleupon). Undoubtedly, you have seen these forms during your sessions on these sites. The success of this new form advertising is highly dependent upon the user experience. If there is true value within the content, it is the hope and aspiration of native advertising adopters that consumers will be more inclined to click through for more information.

Why You Should Care About Native Advertising:

  • 57% of venture capitalists, angel donors and private equity firms have stated that they are likely to invest in companies that sell native advertising
  • 34% of publishers mention that they are likely to add native advertising options to their menus.
  • In a poll of more than 200 media buyers, the average increase in expected native ad spending will hover around 12.6% in 2013
  • Banner ad click through rates are steadily declining
  • Today?s web user is looking for a beautiful, streamlined experience and native advertising works well within it.
  • As a publisher, if you are concerned about giving your visitors an awesome user experience, and you care not to bombard your audience with banners, you may want to consider this form of advertising.

Source: http://www.imgrind.com/what-is-native-advertising-and-why-should-i-care-about-it/

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