One of the criticisms often levelled at native advertising is that it isn’t scalable.
While each advertising instance might have significant impact, the bespoke nature of the creative can mean that it’s hard to reach a wide audience.
Whilst the adoption of native advertising is a significant decision for publishers, advertisers also need to think carefully before adopting a content marketing strategy.
Done well, it can positively transform a brands reputation but, done badly, it can backfire and destroy credibility.
Before launching a native advertising campaign, brands must consider at least five different questions:
The rise of native advertising and content marketing have represented a fundamental shift in business model for many online publishers. Indeed, for some players such as Buzzfeed it’s been the main reason behind their success.
Having looked at the three main approaches to native advertising in my previous post, I now want to break it down and look specifically at what the medium means for publishers, where the opportunities are and what the potential pitfalls might be.
When done well, content marketing can be a win-win-win for publishers, advertisers and readers alike. Done poorly, however, the fallout can be significant and costly.
Native advertising is one of the hottest marketing trends this year. From BuzzFeed to Twitter, the most admired businesses of our generation have been built on this supposedly new advertising medium.
However, from my experience, understanding of what it really means is surprisingly low. People might understand that it’s akin to what was traditionally called advertorial, but few recognise the nuances of what is a surprisingly diverse medium.