Native Advertising: A Meaningful Way to Break Through the Clutter

Native advertising provides valuable information to audiences when they’re most receptive to it.

Anyone who runs in marketing circles has probably heard the phrase “banner blindness”, and most people (marketing circles or not) suffer at least occasionally from the phenomenon. Banner blindness refers to the fact that consumers today are so inundated with display advertisements, particularly during online content browsing, that they’ve both consciously and subconsciously started to tune out many of these pieces of paid communications. That’s a challenge for marketers. How can you connect with consumers if they’re ignoring – or even actively avoiding via the use of ad blockers – your messaging?

Enter native advertising. In a nutshell, native advertising is material in a publication that resembles editorial content but are, in fact, paid placements by advertisers to subtly promote their brands or products. Native advertising goes by many names: sponsored content, branded content, advertorials and more. The tactic is by no means new to the ad biz, but it is an increasingly relevant and effective method of combating the rising tide of banner blindness. Native advertising, when done right, breaks through the ad clutter and provides valuable information or entertainment to audiences when they’re most receptive to it.

This heightened ability to connect in meaningful ways with potential customers has driven tremendous growth in the native digital display ad category to an expected $28 billion in 2018 in the U.S. alone. Native advertising takes many shapes: articles, videos, images – whatever form of content is most appropriate for the environment in which it is running. By far the most prevalent form of native advertising is within social media platforms such as Facebook and Twitter, where promoted posts and tweets appear directly within users’ feeds.

Regardless of placement, the requirements for successful native advertising remain consistent: The content within and linked to from native ads must be authentic, deliver value to their intended audiences and be well-aligned with the themes and audiences of the content that surrounds them.

Proper execution of native advertising campaigns requires investments in unique, valuable content creation. Such creation can prove challenging for marketers who are tasked, day in and day out, with keeping larger advertising engines running. Fortunately, native advertising need not be a do-it-yourself initiative. There are many options out there for partners who can help and campaigns can vary greatly in scope according to budget and goals.

Content studios, ad agencies, local media companies and other ad services providers, including Sound Publishing, can help companies take advantage of native advertising to grow their businesses. In fact, here at Sound, all we need to know is your desired audience and what you’d like your campaign to accomplish. Then we’ll handle the rest – from creative to native ad placement to reporting.

More in Marketplace

The new 2020 Vision Campaign, which received $30,000 in seed funding from Comcast Washington, will improve education and, ultimately, careers in the technology field.
2020 Vision Campaign drives technology access for minority groups

Innovative Urban League of Metropolitan Seattle program boosts resources for STEM training

Not everyone feels celebratory at the holidays. Remember, it’s okay to take some time and space for yourself, or to ask for help.
Are the Holidays too Much? Tips to Manage Stress this Holiday Season

Leaves are changing colors, pumpkin spice is in the air and little… Continue reading

The QUALITY answer to online dating

Welcome to The Inner Circle

The Benefits of CBD for Older Adults

Having trouble falling asleep, or staying rested throughout the night? Or are… Continue reading

The Deadly Truth About Isolation and how You can Stay Connected

New technology campaign helps keep people connected

September is Suicide Prevention Month, and Crisis Connections is joining with community partners to help others learn about resources that can help during times of crisis.
In spite of rising rates of suicide, what can you do to help?

According to the Center for Disease Control’s monthly report Vital Signs, suicide… Continue reading

Domestic violence IS preventable: July 21’s Refuse To Abuse 5k is a unique run/walk through every level of Safeco Field, from the players’ tunnel to the final lap around the field.
LifeWire provides a lifeline for woman fleeing abuse

Refuse to Abuse 5K at Safeco Field raises funds and awareness to fight domestic violence

Join the July 21 Refuse To Abuse 5k, a joint event from the Seattle Mariners and the Washington State Coalition Against Domestic Violence.
Survivor shares message of strength: Domestic violence is preventable

Lace up for the Refuse to Abuse 5k, July 21 at Safeco Stadium

The Refuse to Abuse 5k, at Safeco Field July 21, supports the Washington State Coalition Against Domestic Violence. Ben VanHouten photo
Step out – and onto Safeco Field! – to help put an end to domestic violence

Start the discussion and register today for the Refuse to Abuse 5K

Some 250,000 people are expected throughout the weekend for this year’s Northwest Folklife Festival. Christopher Nelson photo
Cultural celebrations for the people, by the people

The community-curated, community-powered and community-driven Northwest Folklife

Top Komen Race for the Cure fundraisers Heidi May, left, and Laura Mendoza. Mendoza was the No. 1 overall fundraiser for 2017 and May was the No. 1 survivor fundraiser. Photo by Scott Eklund/Red Box Pictures
‘Pink Sisterhood’ unites to Race for the Cure

Walk, run, volunteer or donate to create life-saving change in the fight against breast cancer