The Ultimate Native Advertising Definition

Due to so many media professionals questioning the real meaning behind the buzz word “native advertising”, here is my definition:

A native advertising definition

Native advertising is a paid form of advertising where the adverts sit seamlessly into the overall design of the host site. Naturally following the user experience so that they look like part of the site, rather than having any external element to it.

In short: all native ads are clearly labelled branded messages that look and feel like natural content.

The above is a broad definition of native advertising.

Native Advertising Examples

Some of the largest media companies in the world use native ads to monetize their sites.

In fact it was social media companies like Facebook, Twitter and LinkedIn that pioneered native formats.

Leading publishers are also increasingly turning to native models to boost their ad revenues. Many of these leading publishers use native ad platforms and technologies to power their native ads.

Native advertising types

Native advertising is a broad term – some would say too broad – with many definitions and categorisations. Broadly speaking, you can categorise native advertising into paid search units (Yahoo, Google, Bing), In-Ad IAB standard native element units (which is essentially running a content style ad in a banner placement), content recommendation units. Content recommendation units are those related content units found at the bottom of articles.

You also have In-Feed Native Ad Units

Feeds are the most effective ways of brands to distribute content because the goal of the feed is to show the right content to the right people at the right time. Whether it’s from a news source halfway around the world or promoted content from a brand.

Native advertising growth

In a media landscape where consumers are bombarded with thousands of messages each day, there is a lot of competition for time and ‘eyeballs’. Add to this the ubiquity of online connections – via Smartphone, tablet and desktop, representing countless engagement opportunities for brands – and it is easy to see how traditional advertising forms are diluted and become less effective.

In order to succeed, brands have to have something worthwhile to offer. Interruptions to the user experience are seldom rewarded. At best they are ignored and are therefore irrelevant; at worst they can really damage your brand.

To succeed, brands have to start thinking like publishers – offering their customers interesting and worthwhile content that they want to consume and share.

Rather than be rewarded for ‘shouting the loudest and longest’, which is the traditional reward for spending a lot of money on marketing, for success nowadays you have to use creative techniques to earn that reward. And this is exactly what native does.

Native mobile

By introducing a native ad via a mobile app, brands can ensure their ad doesn’t cause the same level of disruption a banner does – keeping everyone happy.

With the adoption of subtle but extremely targeted native ads through the medium of a mobile device, brands can engage with their customers on mobile like never before.

Mobile advertising via native ads is also the most effective way to target Millenials

Millennials love a native ad – and yes, we have proof.

Just to clarify, the millennials are those that reached adulthood in the 21st century.

So, why does the younger generation click with the native ad so well? Recently commissioned research that interviewed a total of 1,000 UK adults aged between 18 and 34 years.

The research found that 57% of those under the age of 34 will engage with native ads – with this figure rising to 64% for those between 18 and 24.

Programmatic native advertising: OpenRTB 2.3

The future for native is in programmatic trading. Programmatic native works by serving native ad placements across sites on an impression basis, using real-time data and technology, so that only the most relevant native advertisement is displayed to a specific user.

It promises to boost user experience, scale content distribution and reduce time management of native advertising

There has been considerable debate in the industry about how native advertising can – or even if it should – be traded programmatically. But whatever the opinion; it is already happening.

With the advent of OpenRTB 2.3 IAB programmatic guidelines there is now the ability to set up and manage in-feed native ads across multiple publisher placements – all in real time bidding and automated for scale. New technological advances and native ad platform upgrades, mean that the true potential of native advertising can be achieved: the data-driven heavy lifting of managing campaigns is done programmatically, allowing for increased creative experimentation and implementation to be executed by brands.

Sexy Advertising – How to Get Your Product Noticed

Just how many ads for products do you get hit with each day? 10? 100? 500? No matter what the number is, the end result is the same – you shut down. Something in your brain switches off and you stop “seeing” ads because you are in overload.

This is bad news for a product manager who wants to get his / her product noticed. Is there anything that can be done to get your customers to notice your product’s advertising?

What Doesn’t Work?

You are the CEO for your product and so you’re going to have to find a solution to this problem. Dr. Sridhar Balasubramanian and Dr. Pradeep Bhardwaj are marketing professors at the University of North Carolina’s Kenan-Flagler Business School and they’ve been studying this problem of how to reach customers that have tuned traditional product advertising out.

The professors point out that most product managers take the aggressive approach and attempt to get their products noticed by simply TALKING LOUDER (remember those TV ads with “Crazy Larry”?) This simply doesn’t work.

Questions That You Need To Be Asking
There are 5 things that as a product manager you can do in order to ensure that the advertising for your product is actually working for you. Here’s what you need to be doing today in order to get your product noticed tomorrow:

Pick The Right Time: You know your (potential) customers better than anyone else. When will they NOT be getting hit with too many ads – when they get their postal mail at work? Via Twitter? Via FedEx box? Find your customer’s quiet time and seize it to get your message across. Examples: the in-flight magazine that everyone reads is a great opportunity to reach the right type of customer when they are “locked in” and have nothing else to read, also those adding your product to those videos that they are starting to show in elevators would be a great way to reach your target customers in their building.
Arouse Curiosity: Ads that just talk about how great a product is are boring. Ads that trigger your customer’s curiosity are something special. Is there a puzzle that you can create that they have to solve? Once they solve it can they go to your product’s web site and claim a reward? Talk about a great way to get your message across! Example: Google did this when they were hiring – they created billboards with math problems and a URL where you could go to type in the answer.
Piggyback On Another Brand: If your product is new, you are going to be fighting for your potential customer’s attention because they don’t know anything about your product. However, if you can join forces with an existing brand, then both brands can benefit from combined advertising. Example: you see this all the time – summer movies do cross promotions with McDonald’s and Burger King,
Physically Move Into Your Customer’s World: Where does your customer spend most of their day? In days of old, companies sent out calendars to their potential customers (Pirelli’s is world famous) because they knew that they would be on the wall for a year. Example: Today providing your customers with a browser widget might be the best way to promote your product.
Trigger All 5 Human Senses: Ok, so maybe you can’t hit all five senses but can you at least do one better than sight? A clever tune or a pleasant scent that becomes associated with your product could help it stand out from all of the other ads that your customer encounters. Example: The Coke “jingle” and the Southwest “ding” sound are both audible sounds that we all now associate with the brands. If we hear the sounds, then we automatically think of the brand!

Final Thoughts
As though being a product manager was not hard enough, now we have to be advertising experts? Well, no. However, you are the one person who is ultimately responsible for the success of your product. You need to be asking these 5 questions so that you can steer the advertising for your product so that in the end, it works to make your product fantastically successful.

Product managers who find ways to use advertising to make their products even more sexy to their customers will have have found yet another way that great product managers make their product(s) fantastically successful.

Utah Internet Advertising – The Rights of the Self Important Consumer

Like advertisers, marketers and business professionals from many states across the U.S. (and beyond), the amount of resources invested by online Utah advertisers in Internet advertising services are growing every year. After all, Utah has a large entrepreneurial base and a cache of business experts who have made offline business in Utah a rather fierce affair. As truculent as the war has been however it seems that the most cutthroat battle is still ahead: the battle of Utah Internet Advertising.

Leveraging Advertising Power for More Effective Utah Internet Advertising

If your business has been rated well by major search engines or if you have invested in a successful PPC or affiliate marketing campaign you’ve probably glimpsed the awesome power the World Wide Web can have on the success of your humble business. When it comes to advertising and a meagerly small budget however it is hard to know how can you invest in the palmy Utah Internet advertising campaign that every Utah business professional could benefit from.

Utah Internet Advertising that Works

The answer to the Utah Internet advertising question may not be the answer that business professionals want to hear and by no means is it the only one. There are a variety of ways to tackle advertising challenges but the obvious way to be successful in advertisement is to create associations between your products/services and the needs of your customers. Finding the best way to make these cagey connections isn’t easy (especially if you want to remain ethically impregnable) but a simple way to begin is to decide which advertising methodology you want to utilize by observing the current trends of popular and propitious advertisements. The observation of these trends doesn’t have to be expensive. Watching T.V. Commercials for instance can be an easy and inexpensive way of creating your own analysis for your next Utah Internet advertising campaign.

This remainder of this article will focus on one of the current (i.e. From about the 60′s or 70s until the present) advertising trends that is working (and working well) in the United States today. You of course do not have to implement this technique in your own Utah Internet advertising campaign (some Utah professionals might even consider it unethical) but this analysis may help you to observe additional advertising trends that would prove more beneficial to your own Utah Internet advertising campaign.

The Current Advertising Trend of Rights to Indulgence, Self-Importance and Superiority: Would it work for a Utah Internet Advertising Campaign?

Consumers know that advertisers (some advertisers that is) are quick to use the basics of self preservation such as material goods (i.e. greed) and physical intimacy (i.e. sex) greed and sex to attract the average consumer. After all, every person is “susceptible” to these self-preserving needs. However, an online article1 by Richard F. Taflinger, PhD also points out that the concepts of self-esteem or a sense of “self” can contribute to successful material accomplishments and sexual intimacy which makes advertising to the “self” a popular way to kill two birds with one advertising stone! Of course, you might think this type of advertisement might not be used in Utah but if those are your thoughts, think again! Arctic Circle, a Utah based company has already used the technique for television (see below) based advertising and it is very likely that Utah Internet advertising examples are also (or will soon be) made available.

Examples of Self Importance and Self Indulgence Advertisements

A very popular method of advertising today is to create a sense that every human being whether a man or a woman has a right to indulge a sense of self or a sense of self importance and superiority as long as he or she has the means to purchase certain objects (of course the purchase requirement is NOT usually explicit). Examples of this zeitgeist of indulgence and superiority include examples such as the L’Oreal campaign slogan, “Because you’re worth it,”2 which of course infers that every woman (regardless of how much she has to spend) has the innate right to purchase mascara, foundation, eye liner and sparkled lotions. Additional examples of the right to indulgence campaigns include the following examples:

Dove Chocolate– “My Moment, My Dove”3
Hummer– “Restore Your Manhood”4
McDonald’s– “Your Deserve a Break Today”5
Johnny Walker Black Whiskey– “Honor Thyself”6
Cadbury’s Dairy Milk Chocolate– “Award Yourself the CDM”7
Acura– “The True Definition of Luxury. Yours.”8
Braniff Airways– “When you’ve got it, flaunt it.”9

The right to indulgence or superiority doesn’t end with individuals however. Groups can be persuaded to superiority as well. Take for example the United States Army slogan that says, “Some of Our Best Men are Women.”10

Utah self importance advertising includes the Arctic Circle commercial where the young boy drags a trash bag from his home out to the garbage barrel. Once the trash is deposited he is awarded with an Arctic Circle milkshake. Essentially the slogan is “Reward yourself even for small accomplishments.”

What does this mean for Utah Internet Advertising?

For your Utah Internet advertising campaign, you might not choose to invest in the trendy right to self indulgence campaigns. However, it is important to notice what people need and what people respond to in advertisements.

Whatever you choose to focus your Utah Internet advertising campaign on, make sure to do your advertising research first!

References

1 wsu.edu:8080/~taflinge/esteem.html

2 commentisfree.guardian.co.uk/geoff_mulgan/2006/06/because_youre_worth_it.html

3 confectionerynews.com/news/ng.asp?id=64093-datamonitor-premium-occasions

4 autoblog.com/2006/08/07/restore-you-manhood-hummer-ad-revised/

5 youtube.com/watch?v=GyRLP3rHr7A

6 kristofcreative.com/learning/advertising/company-slogan-collection.shtml

7 scribd.com/doc/11748/Historyofbranding-com-Famous-Brand-Slogans

8 scribd.com/doc/11748/Historyofbranding-com-Famous-Brand-Slogans

9 scribd.com/doc/11748/Historyofbranding-com-Famous-Brand-Slogans
10 scribd.com/doc/11748/Historyofbranding-com-Famous-Brand-Slogans