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

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.

 

BuzzFeed-ads

 

Source: BuzzFeed

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.

 

windows-patrocinado

 

 

2. Paid Search Units

paid-search-unit

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

publicidad-nativa-recommendation-widgets

It allows advertisers a channel for content marketing. The difference of this category is that while other mimetitzan the design of the place and the surrounding content, maintain widgets aspect of origin, where hope to attract users. In this category are Taboola, i Gravity Disqus.

 

time-contenido-recomendado
Source: Taboola

 

4. Promoted Listings

promoted-listings
These ads are in places that do not have traditional editorial content. It is native product promotion instead of shopping. We found examples on Etsy and Amazon.

 

5. In-Ad (IAB Standard)

in-ad-iab-standard
These ads are in places that do not have traditional editorial content. It is native product promotion instead of shopping. We found examples on Etsy and Amazon.

 

6. Publicidad nativa Custom

publicidad-nativa-custom
They are native productions of tailored advertising. We can find examples of sponsored listings in Spotify and Pandora, as well as native Flipboard ads or Tumblr.

custom-content-units

Native advertising Custom.

 

Carles Sanabre
Consultor in ideaRed.eu
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