La transformación digital ha abierto un amplio campo de acción a los anunciantes, que encuentran nuevos formatos en los medios digitales para presentar sus productos o servicios y contar historias que atraigan la atención de audiencias afines, con contenidos atractivos y de calidad.
La denominada publicidad nativa, trata de contenidos que aportan un valor añadido al usuario, permiten a las marcas profundizar en nuevos territorios y generan ingresos alternativos para los medios online. Una formula bastante parecida al product placement televisivo.
El crecimiento de la publicidad nativa o contenido esponsorizado genera también nuevas necesidades a editores y anunciantes. La medición del impacto y el precio de estas iniciativas requieren estándares que faciliten el desarrollo de esta nueva alternativa al display.
Hoy profundizamos en esta tendencia, en el futuro de la publicidad nativa, en sus métricas y en los modelos de negocio que pueden surgir en torno a ellas.
Native advertising is evolving, and with it, the pricing model. When The New York Times and The Wall Street Journal churn out campaigns consisting of elaborately designed infographics and articles, they charge for the content creation as well as the media. But many others, like BuzzFeed and The Huffington Post, just charge for the media and include the cost of the content in the fee. Native is the new value-add.
How do you measure the success of a piece of branded content? Publishers have a hard enough time deciding on which metrics are suitable for their own content, let alone that which carries the extra weight of brand advocacy. There’s a growing feeling that there may not be a single metric to measure the effectiveness of sponsored content, but that a more bespoke approach might be needed.
Native. Whether you refer to it as «native ads,» «native content,» «branded content» or another variation, every brand, platform and creator has had more conversations around this topic over the last couple of years. The struggle we all face, but even more so on the advertising side, is the delicate balance between promoting our products and brand and maintaining the authentic native voice of the platform where the content will be experienced.
The future of the banner ad looks bleaker by the day, and so do the prospects of the publishers who rely on it for the bulk of their revenue. The industry reaction so far is, of course, native advertising, the catch-all term for ad content that mimics the form and context of the content that surrounds it. But there are kinks in any new paradigm, and native is no exception.
Native advertising is ramping up to become the next boom in digital media and both advertisers and publishers are trying to ride that wave. But, methods are still rapidly evolving, as publishing companies are discovering ways to provide a less disruptive experience.
[Fotografía: Jon S]
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