Top Three Components of Native Advertising
Native Advertising continues to grow as “BI Intelligence predicts US native ad spending to rise 35.4% in 2015, to $10.7 billion and projecting to double by 2018 to $21 billion. According to the February 17 eMarketer article, “What’s the Must-Have Component of Native Advertising?” the top three important elements of native advertising from a January 2015 ANA poll are:
1. Native ads contextually relevant to surrounding editorial content
2. Native ad is placed within page/program editorial content
3. Native ad looks like surrounding editorial content
How can you help the consumer avoid confusion deciding if this is actual editorial content or sponsored content? “Two-thirds of ANA respondents agreed that native advertising needed clear disclosure… respondents said that including “advertisement” and “ad” were the best to describe disclosure.
What are your best practices when creating native advertising?