好and Evil of Native Advertising

我f you use the internet (and since you’re reading this, I’m assuming you do) then you’ve likely encountered native advertising - whether you know it or not. You may have been on a site like Buzzfeed, reading a listicle called “25 People Having a Worse Day Than You” before realizing that it was a sponsored post promoted by an insurance company.

当您发现自己实际上正在阅读广告时，您感觉如何？如果作品足够娱乐，您可能会以积极的态度看待公司。raybet电子竞技另一方面，如果您觉得自己刚刚浪费了5分钟阅读一篇无聊的文章，那么您可能会发疯，并对公司做出负面的思考。raybet电子竞技

本地广告并不是什么新鲜事物。自从1900年代初it’s been around in the form of advertorials, sponsored radio shows, and even infomercials. In the 2010s, native advertising as we know it took off, with sites like Buzzfeed pioneering the way with sponsored content. To some, it’s seen as an unobtrusive solution to advertising. To others, it feels deceitful.

By definition, native advertising is advertising that takes on the form and function of the platform it appears on. Native advertising in the form of radio shows up as announcers talking favorably about a product sponsoring the show. Infommercials are just commericials for products turned into something that resembles a television show. Today, it most often means social media posts that show up on your feed or an article about a product or company showing up in your news source.

这个问题仍然存在。作为营销人员,我们如何使用native advertising in our strategy while staying current with trends without making the people we’re trying to sell to hate us?

好

话虽如此，本地广告并不总是邪恶的。尽管人们讨厌它很糟糕，但他们可以在好时真的喜欢它。当它做得很好并且对品牌，出版商和读者方面有意义时，本地广告可能是您品牌的胜利，并且有机会传播对产品或公司的认识。raybet电子竞技

本地广告已经制作了一些高质量的广告this Buzzfeed article由Acuvue赞助的标题为“ 11个不可能的酷事实，您可能对自己的眼睛不了解”。内容与该品牌有关（Contacts Lens Company谈论眼睛），最重要的是，事实实际上很有趣，值得阅raybet电子竞技读。读者看到Acuvue赞助了这篇文章，不会感到惊讶，当他们发现自己对自己的话感兴趣时，他们会感到惊喜。

我n this case, the choice of platform in supporting the ad. The ACUVUE article makes sense on Buzzfeed’s platform because readers aren't looking for hard hitting news and they're more tolerant to the content they find.

尽管许多本地广告是娱乐的，但本地广告仍然可以是好的新闻业。《纽约时报》发表了一篇由Netflix支付的文章，以推广其系列橙色是新的黑色，标题为“Women Inmates: Separate But Not Equal.” The article covers women’s issues in prison–the same topics covered by the show–in an honest and fact-based way. It made sense that someone who would be interested in reading the article might also want to watch the show (even John Oliver called this piece “as good as it gets” when it comes to native advertising… though in true fashion he still didn’t like it).

该本地广告之所以赢得胜利，是因为它吸引了一个既喜欢文章内容又喜欢该节目的观众，并且在一个有意义的平台中展示。内容内容丰富，虽然这显然是Orange的广告是新的黑色，但文章本身并非促销。

统计数据指出，本地广告的持续增长。预计88亿美元将在2018年花在本地广告上，这是有充分理由的。53％的用户假设他们会在横幅广告上查看本地广告，并且表现出购买意图的幅度增加了18％。消费者本身可能会说他们不喜欢他们，但是广告商正在继续向其中投入资金。

The Evil

There's one big, fat, evil reason why people hate native advertising – it can make them feel cheated, lied to, and taken advantage of. As I mentioned before, reading an article (especially if the article isn't well written) and finding that it's an advertisement in disguise can make you feel tricked. As a brand, you don't want to be associated with dishonesty in the eyes of the consumer.

因此，本地广告一直是许多愤怒的咆哮的主题。拿约翰·奥利弗（John Oliver）节目的这一部分, “Last Week Tonight” where he says that even when native advertising is clearly marked as an ad, it doesn’t mean it’s trustworthy. He cites a study by IAB that found that half of viewers could not tell the difference between native ads and actual news, and points out the advertisers are banking on consumers being too unintelligent to know otherwise.

并以典型的南方公园时尚的方式讽刺了本地广告情节称为“赞助内容”。我n one clip, Stephen talks about how he can’t seem to escape the ads.“It's like I'm in a black void trying to reach the news story, but then the next thing I know, I'm reading an ad for Geico. So I click out of that and try to read the news story, but it's not a news story, it's a slideshow.” It’s a familiar scene for many of us who spend time on the internet and feel attacked by advertisements.

Ads are still ads, even when they come in the form of a trustworthy looking article. And when only 20% of people can point out a native ad (as you see ifsome cases），您遇到道德困境。如果您将本地广告看为“伪装您的广告以使它们看起来像新闻报道”的一种方式，那么您的广告可能会属于邪恶的类别。raybetapp

One prominent, real-life case of native advertising gone wrong was an ad from the Church of Scientology. It was published online in The Atlantic, looking like a real article giving a rave review of the church's leader. Eleven hours later, after the integrity of it was questioned, as well as dispute about the comment section moderation came up,the ad was pulled。

为什么广告如此迅速地拉出？在这种情况下，这取决于社论的完整性，并且该广告并未明确标记为广告。这篇文章就像大西洋对教会的真正认可一样，当时它确实只是一个广告。从那时起，大西洋就已经创建了严格的准则on native ads.

如何使其为您工作

How do you make native advertising work for you? I’m not sure if there is a perfect answer for this that works for every situation.

我肯定知道的一件事 - 让消费者享受本地广告的解决方案在于生产更好的内容。如果我正在阅读的文章确实很有趣，内容丰富且真实，那么我的广告对我来说是可以的。毕竟，我们不是在看超级碗商业娱乐因素吗？我们知道我们正在看广告，但我们不会从喜欢它们的事实中摆脱出来。实际上，在一项调查中消费者表示，如果他们的本地广告高质量，他们实际上会更信任一个品牌。

Another option? Don’t create ads with the intention of tricking your audience. Those who can tell it’s an ad will see right through you, and those who realize it’s an ad after reading it will feel deceived. The negative view of your brand will stay with them long after they leave the page.

因此，正如约翰·奥利弗（John Oliver）所建议的那样，尽管解决方案可能并非如此，但它可能会创建更好的广告并将其纳入正确的新闻。raybetapp如果我们作为营销人员专注于创建与听众说话的高质量内容，那么毕竟我们可能会脱颖而出。