Telling the difference between Content Marketing and Native Advertising may not be easy. Here is a summary of key differences that can help you understand how to choose the approach that is right for your brand.
For Content Marketing the goals are throughout the marketing funnel right from generating awareness to increasing conversions. For native advertising the awareness goal is of paramount importance.
Content Marketing deals with bringing informative, educational or entertaining content to users in the format that helps brands change perception, create awareness or increasing conversions in a way that content answers the queries of customers.
Content Marketing is also seen as a tool for optimizing content for Search Engines to improve your site’s page rank.
As a marketing strategy Content Marketing, provides long term sustainable value for clients where KPIs are linked to number of leads, shares and high quality links.
Content Marketing targets different audience personas with a story telling approach designed to answer specific queries.
Native Advertising follows the natural form and function of the user experience, characterized by special ad format. They follow the editorial guidelines of the publication, to make the brand content seem like an editorial.
Designed to look like the editorial content they appear in the users direct reading flow and do not disrupt the user experience.
Designed for the native flow the ads are labeled as “sponsored” or “ad”. The ads tend to be more persuasive as users are more open to messaging that follows the form of editorial content.
Though Content Marketing and Native Advertising deal with similar goals of awareness generation, according to Social Times, “It’s important to note that the goals for content marketing and native advertising are very different. While both want to increase brand awareness, content marketing is also intended to drive conversions. This bears out in the key performance metrics as well: The number one metric for content marketing is the number of leads generated, where native ads usually depend on engagement metrics and impressions.”
To see examples of Native Advertising, click here.
For Content Marketing Innovations, click here.
According to IAB Mobile Programmatic Playbook, “The most popular native format for mobile, and mobile programmatic, is in-feed advertising. In-feed ads are those that appear within the user’s natural activity stream. This includes traditional ads, videos or branded/sponsored stories which appear within a publisher’s content feed”.
Mobile Programmatic buying is known to improve performance on campaigns with Fiksu data proving that programmatic averages are better for both native and other programmatic advertising.
• Interstitial ads convert at a rate 2x higher
• Interstitial ads have CTRs 1.5x higher
• Native ads convert at a rate 4x higher
• Native ads have CTRs 1.2x higher
In mobile programmatic environment native ads are available via select publishers or open exchanges that consolidate the mobile app and mobile web native inventory of many publishers. Powerlinks and Unruly are partnering to launch an industry first native advertising effort where users will see an in-content stream and in-feed native ads across all devices. According to a Press Release, ” Advertisers will be able to access every placement with one standardized set of creative assets, including a video, headline and sponsor message, which will automatically adapt Unruly’s In-Feed video ads in real-time to the design and layout of the publisher’s website through Unruly’s proprietary Liquid Layout Technology.
The real-time bidding (RTB) integration will allow advertisers to reach audiences with granular targeting using 1st and 3rd party data, keyword level context and dozens of other data points to deliver highly relevant messages and to optimize performance.
With viewability in the forefront of buyer’s minds, Unruly’s In-Feed placements only begin to play once in-view, making the inventory 100% viewable. The partnership will provide detailed reporting and will allow advertisers to make changes and optimizations in real-time, while also using PowerLinks proprietary learning and bidding technologies to achieve engagement and conversion goals”.
Sharethrough and Nielsen, researched native ads performance using neuroscience techniques to understand how consumers react to Native Advertising. Native Advertising is defined as “A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed”.
Native Advertising has been proven more effective than banner advertising and some of the key data points to guide your media planning are:
25 percent more consumers viewed in-feed, native ad placements more than standard banners.
97 percent of mobile media buyers report that native ads were very or somewhat effective at achieving branding goals.
Native ads registered 18 percent higher lift in purchase intent than banner ads.
Consumers looked at native ads 2 percent more than editorial content and spent the same number of seconds viewing.
To understand the impact of Native Ads, Nielsen showed a video simulating the experience of scrolling through an editorial feed. The feed was paused and the participants were shown either a native ad or an in-feed banner. Using a combination of EEG data— measurements of neural activity in the brain—and eye tracking, Nielsen quantified where and how the participants’ focus was being directed.