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

Is your home due for a ‘paint-lift’?

8 simple steps to finding the perfect painting contractor for your project

Get ready for a great start to the school year at the Back to School Bash, Aug. 8 at Pacific Medical Centers’ Federal Way Clinic.
3 ways to jumpstart the kids’ back-to-school routine

The summer sun is beginning to fade and it’s just about time… Continue reading

Are Seattle Eastside Home Prices Headed Down?

What’s happening in the market, where are prices headed

Are Seattle & Eastside Home Prices Headed Down?

What’s happening in the market, where are prices headed

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

“I just love this work,” says Jeffrey Buetow, from Jeffrey’s Jewelry Design Studio in Federal Way.
Timeless traditions + modern technology bring jewelry to wear and love today.

Fine design, repairs and retail all viewed with same quality eye

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

4 Reasons Why Summer Is a Great Time to Buy a Home

June is National Home Ownership Month and while there are always many… Continue reading

Dr. Rick Ludwig, Pacific Medical Centers’ Medical Director of U.S. Family Health Plan.
When is the emergency room NOT your best solution?

24/7 PacMed reduces ER loads and improves patient care

Low inventory and high buyer demand continue to push the local real estate market, says realtor Mary Lee.
Seattle Housing Market Forecast

What’s happening in the market and where are prices and interest rates headed?

Dr. Rick Ludwig, Pacific Medical Centers’ Medical Director of U.S. Family Health Plan.
When is the emergency room NOT your best solution?

24/7 PacMed reduces ER loads and improves patient care