Native forms of advertising are changing digital advertising
Faced with investment concentrated in a few players innovative initiatives that bring new ways to advertisers, as advertising native arise. Native listings, taking the aesthetics of acting as a support medium, continue to grow. This publicity is characterized by its shape, and that match the visual design and therefore perceived as native media content and function, and would have to behave according to the user experience in the native environment. It is common to see such actions in social networks, but also taking place in the media and online editions of Forbes, the Huffingtonpost.es or The Washington Post.
Increasingly, the line between content and advertising is thinner, this factor is generating more criticism from users, including the identification is sponsored content and that these advertisements aspire to be less switches.
In order to identify variants of native advertising, IAB, in his guide, label the following six categories:
1. In-Feed Units
Defines the native advertising that appears in the conversation, the in-feed ads can take two forms: content items sponsor and sponsored in-feed. The first is composed of sponsored content that reflects the form and function of other content available in a feed . We can find examples BuzzFeed, Mashable or Forbes.
The second type of native in- feed is a promoted ad that appears in the conversations, but rather than content ads focus on finding a reply with a link to offsite content . For example , ads on Twitter or Linkedin.
2. Paid Search Units
These ads appear on search results in a format and a similar design to the organic results, but indicating that they are sponsored results.
3. Native advertising Recommendation Widgets
4. Promoted Listings
5. In-Ad (IAB Standard)
6. Publicidad nativa Custom
Consultor in ideaRed.eu