Content is Still King with Native
The wheels were already in full motion on “native” digital offering. What is it? Simply put, it is sponsored content designed to be perfectly positioned within the publisher’s editorial content.
I know what you’re thinking. “Oh, so like an advertorial?” Well, yes and no. Because there isn’t an industry-wide definition or metric, some publishers are putting native into the “advertorial bucket.” The trouble with this definition is that it can be, and is, so much more than that.
Publishers are defining native in more ways than one – content marketing, sponsored infographics and photos, tweets and nonstandard ad units, to name a few. Yet, according to a survey from the Online Publishers Association (OPA), over 93% of publishers consider native to be “integration into the design of the publisher’s site and lives on the same domain.” No matter how you define it, the goal is to drive engagement through what is considered a natural, organic environment.
While there could be better clarity around the actual definition, as a publisher, it might be time to start incorporating native options if you haven’t already. We already know that successful ad placement generally does not disrupt the reader’s experience. With native, that’s just the intention . It should not only feel like part of the editorial, but rather enhance the experience. According to the Publish2 blog, when we enhance the user’s experience that directly translates into earning their attention which then leads to… you guessed it… premium pricing. Earning a reader’s attention might be the most valuable action a publisher can ask for.
Premium content has always helped set the great publishers apart from the not so great. Integrating native should be a no-brainer for sites bursting with great editorial. And, no matter how you want to define it, eMarketer estimates that over $4.57 billion will be spent on native by 2017. That’s enough to make both publishers and advertisers start paying attention.