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Native Advertising 101: Who Should Do Native Advertising?

Apr 07, 2016 / by StackAdapt



This month, as part of a five part series, we’re teaching you everything you’ve ever wanted to know about native advertising. In today’s instalment, we’ll be answering a question we get asked a lot: who should do native advertising?


Most companies are producing more content today than ever before. In fact, 76% of B2B marketers said that they will create more content in 2016. In addition, “67% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago.”

The problem is that companies often create incredible content, hit the publish button, and then all they hear is silence. Sound familiar?

The reality is that even incredible content often goes unnoticed. But this is one area where native advertising can help get your incredible content in front of interested prospects.

Native advertising is a powerful way for marketers to distribute their content, and benefits publishers and advertisers alike. In an interview geared toward publishers, Steve Gray, Director of Strategy at Morris Communications, elaborates on how native advertising is taking the marketing world by storm:

“Content marketing is a close cousin of native. Native is more about where you display the commercial content and content marketing is about what that commercial content is. There’s a fast-growing trend among brands to develop much richer, more informative or more entertaining content to engage consumers.”

- Steve Gray

3 Undeniable benefits of native advertising

Now that you understand a bit more about it, let’s look at the benefits of including native advertising in your marketing strategy:

  1. Extended content life

With most content marketing, content will receive traffic for a while, and then that traffic will slowly decrease. By using native advertising, you can extend the lifespan of your content and continue to use it to drive traffic back to your site.

  1. Increase your audience

Native advertising will allow you to reach audience members that are outside of your normal channels. With paid media, you have the ability to extend beyond standard content marketing channels.

  1. Retargeting

Native advertising allows you to retarget your prospects so you can nurture them and get the message in front of them again when they are ready to buy.

Native advertising examples

Now, not every native advertising campaign will garner fantastic results if it’s not set up smartly. In order for native advertising to be effective, it must:

  • Match the editorial style and design of the website where it is placed
  • Be labeled as sponsored content
  • Be informative and/or entertaining

H&R Block / The Onion

In the well-known example below created by The Onion for H&R Block, the content does a great job of addressing the boring topic of taxes in an entertaining way. This creates a positive association between the reader and H&R Block, a known tax expert.

Even though the content looks like a standard post, it is clearly labeled as sponsored by H&R Block.


King of the Nerds / Gawker

The next example is “How To Transform Into A Total Nerd Babe” on Gawker.

The post is clearly labeled as sponsored at the top and it matches editorial style and design for Gawker.



The post also includes a call to action asking people to watch the premiere of King of the Nerds, a new reality show:



Any company that can benefit from content marketing and educating their readers can also benefit from native advertising. It allows you to blend your paid content into an established and trusted site using its existing editorial style.

Finding the best native advertising can help you:

  • Extend awareness and get more viewers to your existing content
  • Increase your audience beyond standard content marketing
  • Allow for retargeting to nurture your prospects until they are ready to buy

Is your company ready to start native advertising today?

Topics: Blog Posts, Featured, FAQ

Written by StackAdapt

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