Every brand on the Internet today is asking one question, "how do we create viral content?" The answer is, "you don't; you attach your brand to proven viral content as it happens."

The word “advertisement” is often associated with feelings of distrust and fears of deceptive practice. To make matters worse for brands, our world is becoming increasingly more aware, and inherently more cynical towards everything they see on the web. But if this is the case, how can a brand get their name out there in an honest, friendly, and trustworthy manner?

The answer can be summed up with this fresh, new term: “native advertising.”

What is native advertising?

Native advertising is a form of brand promotion that doesn’t get in the way of the user experience. In fact, it improves it. As advertisers worldwide are getting a taste of this fresh, untainted form of advertising, they’re liking it… and so are we.

How does it work?

A well-done native ad fits seamlessly within its platform and context. It doesn’t interrupt the flow of a user’s experience, nor does it go alongside good content. Rather, it IS the good content. It is trustworthy, entertaining, helpful, and fun. It represents the brand in a positive way. Not necessarily in a way that will generate immediate clicks or sales, but rather in a way that increases brand awareness. It bridges the trust-gap that other forms of advertising can’t always do. And lastly, but certainly not least, native advertising is the jump-off point for the development of a long-term relationship with the consumer.

Why go native?

While banner ads can still be successful for some advertisers, there is also proof that audiences are becoming more and more desensitized to this form of advertising (see figure). Jon Gregoire has an interesting way of putting it. He writes, “frequent web browsers and shoppers tend to develop a serious, often-permanent disorder called ‘banner blindness,’ where banners are subconsciously avoided or ignored entirely.” If that doesn’t put things into perspective enough, consider the following additional reasons Jon gives as to why it is time to move away from banner ads:

  • The web is over-saturated with banner ads.
  • It can be difficult to target the right banner ads to the right audience.
  • They’re disruptive.

We agree with him. That’s why we’re transitioning to native ads, and we want to bring you along with us.

So what does it look like?

There are several kinds of native advertising. The list is being added-to every day. You’re probably interested in how GoViral does native ads, so here’s an example from one of our partner sites, Diply.com:

Click image to enlarge.

How does it differ from more traditional forms of advertising?

Some see the difference as big, some see the difference as small. We’ll let you be the judge. What we can tell you is that native advertising takes a different approach to online advertising. It strips away the need for fluff, tricks, sneaky buttons, and accidental clicks. With native advertising, there is no catch. It isn’t about being the flashiest banner for the quickest buy, and what it tells your consumers isn’t the direct message they’re expecting: “buy our product or service.” Instead, it is something fresh, that they’d love to hear: “we care about you so much that we just want to provide you with something you’ll enjoy… check out these 35 hilarious kids attempting to play hide-and-seek! They made us laugh, and we hope they make you laugh too. Love, your favorite shopping center.” ...Now how’s that for an innovative solution?

How will it help your brand?

Someone might argue, “but funny babies have nothing to do with my shopping center.” And our response to that is that brand exposure isn’t always about proving to your customer what you can sell them. The number one interest here is gaining trust. Native advertising is about the consumer… because if they trust you now, they’ll also trust you when they’re on the hunt for a product just like yours.

For more information about native advertising with GoViral, shoot us a message here!


Contributing Editor: Katie Ekbatani

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