Native advertising has been around for years, yet there are still many misconceptions about this form of advertising. Here are the 3 most common misconceptions, and why they are not true:
#1: Native Advertising is the same as content marketing
Many people think of native advertising and content marketing are the same thing. However, this is far from the case. Content marketing is the process of creating and distributing valuable content that sparks interest in your products or services. For example, this includes blog posts, earned media or social media distribution. On the other hand, native advertising is a form of paid advertising that matches the form and function of its environment. This is a form of paid advertising that doesn’t disrupt the user experience.
While content marketing and native advertising are both effective in reaching your target audience, the approaches are different. Content marketing is about building relationships with your audience over time, while native advertising is a more immediate approach to getting in front of your audience. Content Marketing and native advertising can work together to deliver great results. However, it’s important to keep in mind that these are two different strategies.
#2: Native advertising is misleading
One of the most common misconceptions is that native advertising is a misleading form of advertising. Where does this myth come from? Native advertising fits into the surrounding content on a publisher’s site. This created the assumption that native advertising was meant to trick users into clicking on native ads. This is far from the case. In fact, native advertising puts transparency and the user experience first.
For instance, Revcontent has banned all misleading and deceptive content. This means that the content on the ad, including the image and headline, must match the content on the landing page. It’s important for user’s to know exactly that they are clicking on. And Revcontent has taken steps to ensure this is the case. The FTC also requires advertisers to label their native advertising content as sponsored. By providing a transparent form of advertising, brands have the opportunity to leverage native advertising to build trust with their audiences.
#3: Native advertising drives audiences away
Another common misconception about native advertising is that is drives audiences away. While traditional forms of advertising such as banner ads and pop-ups are known to alienate audiences, native advertising does just the opposite. In fact, consumers prefer native advertising over traditional ads. According to a study by Reuters, 75% claim to be interested in content if it is relevant to them. The study also reveals that 73% prefer branded content to traditional forms of advertising. Native advertising is about delivering relevant and engaging content to audiences, rather than disrupting the user experience. By eliminating intrusive advertising, native advertising provides a huge opportunity to engage and grow audiences.