Guest Blogger Rodolfo Ravanêda writes about Content Marketing's newest Adtech medium
For the next few weeks, we welcome Rodolfo Ravanêda as a guest blogger.
Rodolfo Ravanêda is a Digital Marketing and entrepreneurship writer and blogger and is the founder and CEO of Empreendedor Cibernético (Portuguese)
Rodolfo Ravanêda lives in Rio de Janeiro, Brazil
In part one of the featured guest blog post, we discussed the nature, definitions and examples of Native Advertising.
Today we'll delve into why the medium isn’t a passing fad and is here to stay as well as the different native advertising platforms available to run content marketing.
WHY NATIVE ADVERTISING IS HERE TO STAY?
Before the concept of inserting ads as content or in-feed streams, most web-based advertising came in the shape of banner ads (also known as display ads).
These banner ads, still very present, surround the site, in side-bars, headers, footers, and even in the middle of articles.
The heat-map below, shows what happened to the CTR (click through rate) of banner ads, over time:
As you can see, in appearance, these ads had a CTR (click through rate) of almost 35% and now stand at close to 0.09%.
See this video produced by Google, about the re-imagining of the future of advertising for context, and the failure of innovation within display ads.
The documentary discusses 4 types of attempts aimed at increasing engagement with display ads.
Unfortunately, most of the attempts, the display ads still have, comparatively, very low CTR values.
The following figure illustrates the direction of vision (eye tracking) of internet users.
The red color corresponds to a higher vision.
(source: Nielsen Norman Group)
Note that in all three cases the banner ads (green rectangles) appear to be invisible and users are focused on content.
Obviously a drop in performance of that magnitude generates the need for new strategies.
Then came the idea of allowing advertisers to place their ads appearing sometimes within content.
Thus, platforms openly embraced what is now called native advertising, which is growing in popularity.
To reinforce this change of direction Google, on its Panda search algorithm update, started penalizing websites that leave the main content very internalized, around a stack of ads and secondary content, this fact strengthens the decreasing popularity of banner ads.
THE TYPES OF NATIVE ADVERTISING PLATFORMS AVAILABLE FOR CONTENT MARKETING
Native advertising platforms can either be opened or closed (exclusive to one platform).
The closed platforms are those in which the content is within the platform; the main examples are: Facebook, Youtube, Twitter, and Linkedin.
In contrast, open native advertising platforms allow for the dissemination of content marketing at scale and to several outlets systematically; marketing content is delivered using such open platforms are responsible for displaying it in various editorial appropriate channels.
In this case, an advertiser places Ads onto different websites through a Native Advertising platform, such as StackAdapt.
For more examples of Native Ads, check out Our Native Advertising examples post