{"id":1271,"date":"2014-07-11T11:05:05","date_gmt":"2014-07-11T09:05:05","guid":{"rendered":"https:\/\/ideared.eu\/?p=1271"},"modified":"2020-07-03T17:36:39","modified_gmt":"2020-07-03T15:36:39","slug":"formes-de-publicitat-nativa-que-canvien-la-publicitat-digital","status":"publish","type":"post","link":"https:\/\/ideared.eu\/ca\/formes-de-publicitat-nativa-que-canvien-la-publicitat-digital","title":{"rendered":"Formes de publicitat nativa que canvien la publicitat digital"},"content":{"rendered":"

Enfront de la inversi\u00f3 concentrada en uns pocs players sorgeixen iniciatives innovadores, que aporten nous camins als anunciants, com la publicitat nativa. Els anuncis natius, que prenen l’est\u00e8tica del mitj\u00e0 actua com a suport, segueixen creixent. Aquesta publicitat es caracteritza per la seva forma, ja que coincideixen amb el disseny visual i per tant es perceben com contingut natiu del mitj\u00e0 i per la seva funci\u00f3, ja s’haurien de comportar d’acord amb l’experi\u00e8ncia d’usuari en l’entorn natiu. \u00c9s habitual veure aquest tipus d’accions en les xarxes socials, per\u00f2 tamb\u00e9 tenen lloc en les edicions digitals de mitjans com Forbes, el Huffingtonpost.es o The Whashington Post. Cada cop la l\u00ednia entre continguts i publicitat \u00e9s m\u00e9s fina. Aquest factor \u00e9s el que genera m\u00e9s cr\u00edtiques per part dels usuaris, incl\u00fas la identificaci\u00f3 que es tracta de contingut patrocinat i que aquests anuncis aspiren a ser menys interruptors. Amb l’objectiu d’indentificar les variants de la publicitat nativa, el IAB, en la seva guia, etiqueta les sis categories seg\u00fcents:<\/p>\n

 <\/p>\n

1. \u00a0In-Feed Units<\/h2>\n

\"\"<\/p>\n

Defineix la publicitat nativa que apareix en la conversaci\u00f3, els anuncis en in-feed poden adoptar dues formes: articles patrocinant contingut i in-feed patrocinat. Els primers es composen de contingut patrocinat que reflexa la forma i la funci\u00f3 d’altres continguts disponibles en un feed. Podem trobar exemples en BuzzFeed, Forbes o Mashable.<\/p>\n

\"\" \u00a0 Font: BuzzFeed<\/p>\n

 <\/p>\n

El segon tipus d’in-feed natiu \u00e9s un anunci promocionat que apareix en les seves conversacions, per\u00f2 en lloc de ser anuncis de contingut es centren en buscar una resposta amb un enlla\u00e7 al contingut fora del lloc. Per exemple, anuncis a Twitter o LinkedIn.<\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

2. Paid Search Units<\/h2>\n

\"\" Aquests anuncis es mostren en els resultats de cerca amb un format i disseny similar als resultats org\u00e0nics, excepte quan s’indiquen que son resultats patrocinats.<\/p>\n

 <\/p>\n

3. Publicitat nativa Recommendation Widgets<\/h2>\n

 <\/p>\n

\"\"<\/p>\n

\n
<\/div>\n
Permet als anunciants un cnaal per al m\u00e0rqueting de continguts. La difer\u00e8ncia d’aquesta cateogria \u00e9s que mentre que les altres mimetitzen el disseny del lloc i del contingut circundant, els widgets mantenen l’aspecte de l’origen, que \u00e9s on esperen atraure a l’usuari. En aquesta categoria estan Taboola, Disqus i Gravity.<\/div>\n

 <\/p>\n

<\/div>\n
<\/div>\n
<\/div>\n
\"\"<\/div>\n
<\/div>\n
Font: Taboola<\/div>\n

 <\/p>\n

<\/div>\n
<\/div>\n

4. Promoted Listings<\/h2>\n

<\/h2>\n
\"\"<\/div>\n
<\/div>\n
Aquests anuncis es troban en llocs que no compten amb el contingut editorial tradicional. Es tracta de la promoci\u00f3 del producte natiu en lloc de compres. Trobem exemples en Etsy i Amazon.<\/div>\n

 <\/p>\n

<\/div>\n

5. In-Ad (IAB Standard)<\/h2>\n
<\/div>\n
\"\"<\/div>\n
<\/div>\n
La categoria ad nativa d’IAB Standard es composa d’anuncis que venen en contenidors IAB Standard (per exemple en banners 200×250). Aquests anuncis tenen contingut contextualment rellevant en l’anunci. Aquest tipus d’anuncis podrien ser m\u00e9s f\u00e0ciles d’integrar en llocs que ja ofereixen l’inventari d’IAB.<\/div>\n

 <\/p>\n

<\/div>\n

6. Publicitat nativa Custom<\/h2>\n
\n
<\/div>\n
\"\"<\/div>\n
<\/div>\n
\n
S\u00f3n produccions de publicitat nativa a mida. Podem trobar exemples de llistes patrocinades en Spotify i Pandora, aix\u00ed com anuncis natius de Flipboard o Tumblr.<\/div>\n<\/div>\n

\"\"<\/p>\n<\/div>\n

Publicitat nativa Custom.<\/div>\n
<\/div>\n
Fonts: http:\/\/www.sharethrough.com\/portfolio-item\/in-feed-native-ads\/<\/a> http:\/\/www.iab.net\/<\/a><\/div>\n
<\/div>\n
<\/div>\n
Carles Sanabre<\/div>\n
Consultor a ideaRed.eu<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Enfront de la inversi\u00f3 concentrada en uns pocs players sorgeixen iniciatives innovadores, que aporten nous camins als anunciants, com la publicitat nativa. Els anuncis natius, que prenen l’est\u00e8tica del mitj\u00e0 actua com a suport, segueixen creixent. Aquesta publicitat es caracteritza per la seva forma, ja que coincideixen amb el disseny visual i per tant es […]<\/p>\n","protected":false},"author":1,"featured_media":4154,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17],"tags":[],"class_list":["post-1271","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-de-ideas-ca"],"acf":[],"yoast_head":"\nFormes de publicitat nativa que canvien la publicitat digital - ideaRed<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ideared.eu\/ca\/formes-de-publicitat-nativa-que-canvien-la-publicitat-digital\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Formes de publicitat nativa que canvien la publicitat digital - ideaRed\" \/>\n<meta property=\"og:description\" content=\"Enfront de la inversi\u00f3 concentrada en uns pocs players sorgeixen iniciatives innovadores, que aporten nous camins als anunciants, com la publicitat nativa. Els anuncis natius, que prenen l’est\u00e8tica del mitj\u00e0 actua com a suport, segueixen creixent. 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