It is the use of paid ads that match the look, feel and function of the media format in which they appear. These ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don’t really look like ads.Native advertising is presenting the ad in a news or article format. It’s practically the camouflaging the ad content.Corp-orates are the main sponsors of these types of Ads.
Sponsored content and native advertising are forms of paid media strategies that fit the form and function of the surrounding editorial content on a webpage.However, the main difference is that native advertising is more like a traditional ad and sponsored content is more like a media placement.It is a type of advertising where a company pays to be associated with a specific event. In fact, sponsorship advertising is very prevalent in charitable events. Besides from charitable events, companies may sponsor local sporting teams, sports tournaments, fairs, and other community events.
Why the need for native advertisement arisen was due to banner Blindness. People and now immune to banner ads and they don’t even care to acknowledge the content of banner ads even if they see one. The click-through ratio is very low as 2/10 of 1% actually click on the banner ads. Companies are in constant search for new ways in which they can get the ads to the audience. Nowadays there are lots of ads and the use of ad blockers is rising and native advertising is a way to get over ad blockers.
Native advertisement also raises a question of media ethics as it’s in some way deceiving the audience and as the corporates are sponsoring the contents is also endangers media Independence and freedom. The truth worthiness of the media is at stake. They are many who justify these practices as sharing storytelling tools to marketers.
Less than half the audience can distinguish between the news and native content.Native advertising can be seen in newspapers websites and films. They are very prominent in Hollywood movies. The corporate pay in huge as the demand for these types of ads is very high. The movie “The Truman Show” is a perfect example of product placement.