As a marketer, you've been hearing the pros and cons of native advertising for a few years now. There's no doubt native ads have a strong foothold in today's digital marketing strategy. The Interactive Advertising Bureau disclosed that 64 percent of marketers will execute budget spending on native advertising within the next 6 months in a report at Forbes. Additionally, AOL UK reported that a full third of its revenue in 2014 will come from this form of advertising.
Defining Native Ads
The first iteration of native ads began cropping up in 2011. Facebook was a trailblazer with its sponsored stories. These were ads crafted to look like any other status update or Facebook post according to Ad Age. There has been backlash against native advertising that is not clearly labeled as such, but with the right labeling, native advertising can be a strong tool for a business.
Today, native ad articles take many forms, but the basic intent is the same: The marketer gets the attention of a target online audience by providing content that's wrapped within the context of the user's experience.
Native ads are found on websites and on hit television shows, such as The Tonight Show with Jimmy Fallon, according to MediaDailyNews. They can be found among features in The New York Times, The Atlantic and Forbes. Even video games are jumping into the fray according to a sponsored post on VentureBeat.
Here are some questions that will help you determine if native advertising is a good use of your digital marketing budget.