The Application of Online Advertising——Native Advertising

In Week 3’s learning objectives, Porter’s Five Forces was mentioned. They are ‘Bargain Power of Customers’, ‘Bargain Power of Suppliers’, ‘ Threat of New Entrants’, ‘Threat of Substitute Products’, and ‘Competitive Rivalry within An Industry’. While TV, direct mail and newspapers account for the majority of advertising spending, the Internet channel has grown the fastest since 2001. In this online era, the internet and online advertising can be used as an enabling technology for enhancing the competitiveness among the competitor in the same industry.

To ensure that online advertisements can be used in a effective way, people should understand and know what benefits and risks online ads may bring to them. There are many strengths and weaknesses of online advertising. Starting with the advantages, firstly, it is less-cost than newspaper placements or TV spots. Second, it is the constant exposure. The online advertisements can work over days and nights as people surfing the net. Though there are many merits, the weaknesses still should be the priority to considered. First of all, sometimes it is overloading. Every advertiser wants consumer attention, and often there is simply too much information to digest which may let their consumers and prospective consumers feel annoying. Furthermore, there are too many choices. A number of websites out there that it may be hard to identify the ones that will most effectively target the audience. Hence, the solution is to make a research the appropriate niche sites for your ads, develop creative campaigns, control the numbers of advertisements and reduce the pop-out advertising which may bother people, cutting through the clutter and strike a positive emotional connection with the target consumers. To meet the requirements mentioned above, the native advertising exists.

What is native advertising?

Native advertising is a form of online advertising that matches the form and function of the platform on which it appears.

Different kinds of native advertising:

  • Native Search Engine Ads: Search engine ads are designed to look just like organic search engine results

    Screen Shot 2017-05-08 at 1.37.33 pm.png

  • Native Twitter Ads: Another form of native advertising is Twitter’s promoted tweets. As you can see below, apart from the “Promoted by” text, a promoted tweet looks just like any other.Screen Shot 2017-05-08 at 1.39.28 pm.png
  • Native News Feed Ads: These are promoted posts that show up next to real news in a publisher’s news feed like the one you can see here.Screen Shot 2017-05-08 at 1.40.57 pm.png
  • Native Advertorial Ads: Advertorials look like regular editorial content but are actually created to advertise a brand. These ads are popular both online and off and have been around for a long time. Here’s one popular example: Guinness’ “Guide to” series.Screen Shot 2017-05-08 at 1.43.55 pm.png
  • Native Video Ads: Native advertising is not limited to text and images – videos have been increasingly popular as well. Screen Shot 2017-05-08 at 1.47.11 pm.png

Benefits of Native Ads

In such a advertising-saturated world, customers become very savvy. They can recognise advertising from a mile away distance and sometimes avoid it like the plague. Moreover, consumers become more and more critical when viewing the information imparted within ads. Native advertising is developed to solve these issues. By looking like the content around it, native advertising should camouflages the marketing messages so that they could look and sound like editorial content. As a result, this blending effect makes it more likely that native ads will be perceived as editorial content which may lead to these benefits as followed: 

  • The ads will be more likely to be seen, read and listened.
  • A greater chance that the trust that consumers have in the publisher will “rub-off” on the brand.

In conclusion, native advertising is growing more and more popular. It could be a useful tool to expand the market shares and boost a brand’s selling and profits.


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