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Table of Content:
How does native advertising work?
Content marketing vs. Native Advertising:
1) The Financial Times article on Altran Engineering:
2) New York Times & Snapchat:
3) Samsung & TikTok:
4) Apartment Therapy and Home Depot:
5) YouTube and Beats by Dr. Dre:
6) CNN and LG Signature:
7) The New York Times and Dropbox:
8) Guardian & Visa:
9) NBA, WNBA, and Telescope:
10) Vodafone and LinkedIn:
How does native advertising work?
Native advertising is an advertorial that resembles the unpaid, original content it appears next to. Native advertising has a natural appearance and is highly targeted, increasing the likelihood that it will appeal to the target market. It must be made obvious as native ads are already in fact advertisements to prevent customers from feeling "tricked." This can be accomplished by placing a tiny "Sponsored" banner tag or a tiny "ad" icon next to the content.
Content marketing vs. Native Advertising:
Native advertising's goal is to blend with and not interfere with the viewer's enjoyment of the provided information and media. Through a third party with just an established following, native ads attract new audiences. Instead of the material itself, it's a technique for disseminating it. Although it may sound very similar to content marketing, this has a different objective.
Content marketing refers to the creation of content for your online presence, including your website and social media accounts. The goal of just this material is to promote engagement, boost readership, establish your authority in the field, foster audience trust, develop credibility, boost sales, or any combination of the aforementioned goals.
1) The Financial Times article on Altran Engineering:
The native commercial combines some of the most effective aspects of online advertising, including video, a sensational news tale, and chic technology with just an Elon Musk link.
The video, "Hyperloop: designing the future of transport?" was created by the Altran engineering firm as well as published in the Industrial Tech section of the Financial Times. It tells the tale of a group of students from the Technical University of Valencia in Spain who are competing in Musk's SpaceX company's 2018 Hyperloop Pod Competition.
2) New York Times & Snapchat:
Snapchat's greatest target audience is Gen Z, so the firm wants to make a big effect. And when an opportunity came up, Snapchat seized it with both hands. And over 1 million young people were assisted by Snapchat in registering to vote for the 2020 election. T Brand created profiles of 5 political activists who had just registered to vote. A Paid Post that provided a close-up look at these people's lives and the responsibilities they engaged playing in the battle against racial injustice & climate change was published. T Brand collaborated with Scheba Derogene to produce illustrated representations of these campaigners to garner attention. Then, to further reinforce Snapchat's commitment to encouraging Gen Zers to vote, a print advertisement was also released.
3) Samsung & TikTok:
Samsung, a South Korean manufacturer of smartphones, is well known for its captivating advertisements. The business developed the I'Mpossible Generation idea to advertise the release of the Galaxy Z Fold3, its newest smartphone. The business urged people to dance along with the dances or make their own by entering a Branded Hashtag Challenge on TikTok. The company increased interest by giving awards to the top participants, and the music was catchy. The organization was able to make this campaign a big success by developing a comprehensive strategy that targeted people across a variety of touchpoints, including running TopView advertisements, and Brand Takeover ads, including Reach & Frequency ads.
4) Apartment Therapy and Home Depot:
The Spring Reboot Campaign, sponsored by Home Depot and featured on Apartment Therapy, is one of the most creative illustrations of the best native advertisements. It's an excellent illustration of how deep one can go in native advertising. A well-known lifestyle blog and magazine called Apartment Therapy focuses mostly on the home décor market. The Spring Reboot campaign from Home Depot provides an interactive perspective on how to redecorate various rooms in the house. To discover what they could add to their rooms to further enhance their décor, users can click on various rooms, including furniture items.
5) YouTube and Beats by Dr. Dre:
Dr. Dre, a musician, launched the well-known headphone company Beats by Dr. Dre in 2006. At first, the business prospered by positioning itself as a brand for young, powerful hip-hop musicians. But by 2020, circumstances had changed, and a fresh message was required. Beats intended to take on a much larger role in a time when musicians all over the world were utilizing their platforms to bring about change and raise awareness. And they succeeded in doing that through the You Love Me campaign.
6) CNN and LG Signature:
CNN is a great venue for native advertising while being a news source. In 2019, LG Signature made the most of CNN's international audience by creating a spectacular commercial feature dubbed The Labor of Love. Herman Cornejo, a 14-year-old who rose to the position of the main dancer there at the American Ballet Theatre, received most of the attention. The commercial, which took the 3rd spot at the Creative Advertising Awards, helps illustrate how art and technology are intertwined, which is the idea behind LG's Signature line of appliances. LG's emphasis on Cornejo's life helped humanize the brand and made it more growth-focused rather than merely highlighting its own merits like conventional advertisements.
7) The New York Times and Dropbox:
Some of the top native advertisements have been seen in The New York Times in the past. The quality of paid advertising in online publications has seen a significant transformation thanks to The T Brand Studio. Brands can leverage data from T Brand Studio to give their content more authenticity. This greatly increases the credibility and authenticity of their content. This partnership with Dropbox includes a multi-touchpoint campaign that made use of a range of media from the NYT's advertising library. The goal of this promotion was to present Dropbox as a platform for collaboration rather than just file sharing. A Pano-8 fold-out special poster was used to thoroughly profile three companies. A celebratory poster was also given for folks to display in their homes.
8) Guardian & Visa:
In 2020, Visa collaborated with Guardian Labs, the publication's advertising division, to create a striking native advertisement. Visa wanted to develop a gripping story to help spread its message while the world was on lockdown and pressure was mounting on local shops. To represent store owners across Britain, Guardian Labs collaborated with neighborhood retailers like Pie And Vinyl and Baltzersens Scandi in Harrogate. Then, they got the attention of the crowd by inviting people to take pictures of secret spots on the high streets they frequent frequently. Even during the holiday season in December 2020, the campaign's last phase began. Through the use of multimedia, such as podcasts and film advertisements, Visa portrayed life in "social distance Britain."
9) NBA, WNBA, and Telescope:
One of the most creative advertising initiatives of 2020 was the Tap to Cheer initiative. Basketball in 2020 was just very different because games were played in enclosed arenas as a result of the lockdown. Naturally, this had an impact on the environment, and businesses had to think of creative methods to engage fans. The NBA and WNBA chose an immersive "virtual experience" to recreate the game's atmosphere to get around this transition and provide some "home" support. Users would have to install the official NBA application, and then all they had to do to cheer during a live game was tap the "Cheer" button. The commencement of the second and third quarters, as well as tipoff, were all set for the afternoon. After the conclusion of the season, fans had the opportunity to be invited to a virtual roundtable with players from their favorite teams. A leaderboard for Tap to Cheer was also displayed on tv. The campaign not only kept spectators interested during the games, but it was also a big success. Over 4 million people "tapped" into WNBA over the first weekend, and 2.5 million watched the final championship game. The campaign produced over 275 million engagements throughout the season.
10) Vodafone and LinkedIn:
The United States commemorated the 100th anniversary of women obtaining the right to vote in 2020. Verizon launched the Future Fund as a tribute to the event. The business pledged $5 million to assist female talent in the technology and entertainment industries. This was Verizon's attempt to shift the conversation about gender inequality, a serious issue that the globe still faces. The Verizon Future Fund provided a forum to start a discussion on the contribution that women have made across various industries.
What do Native Ads entail?
Native advertising sometimes serves as suggested reading on websites, showing up beneath or next to the piece you just read. On social networks like Facebook or Twitter, they also show up as "in-feed" advertisements that are a part of your news feed.
What Makes Native Advertising Successful?
Because native advertisements are typically more favorably regarded by their target audiences, they have proven to be very successful. People are more likely to view them and read their content since they don't "feel" like advertisements.
What are native adverts on YouTube?
With native advertising, the ad (video, image, or text) conforms to the aesthetic and functional requirements of the platform where it is displayed. If you have a video of the new product you want to promote, you can use it to sponsor a page of other videos on a website like Youtube.
How do native advertisements appear?
Even when the goal is brand awareness, native advertising is most likely to seem like all other articles and information around it and you might not see some of the typical words you're used to seeing in adverts (purchase, subscribe, sign up, etc).
