With the arrival of social networks in 2008, Internet users began to discover new forms of content and no longer needed to visit websites to access them. Websites have seen their traffic halve and have become dependent on these new social platforms through which Internet users now use to discover and share content. Learn why “original content” has always been the “advertising of tomorrow” and why “custom content” is now the future of the native format.
The era of Native Advertising
Social networks have gradually become the main source of traffic to websites. The drop in traffic is accompanied by a drop in revenue for publishers who find themselves today having to monetize their audiences.
Social media ads grew 36% to $22.2 billion spent compared to 2016. Digital advertising retains its position as the leading advertising channel (39.2% of the global advertising market in the first half of 2018).
Brands will spend about 40.2% of their budget on online advertising in 2018, up from 37.6% last year. By 2020, online advertising is expected to account for 44.6% of global advertising spend. In this war to the attention, users have gradually turned away from conventional advertising formats to turn to “native” advertising formats that take the form, the background and function of its environment.
Original content: the advertising of tomorrow
There are two types of Internet advertising: Classic Advertising and Native Advertising. Proposed in early 2012 by Facebook, Native advertising takes the form, background, and function of its environment. On average, 7% of users interact with native advertising compared to 0.5% for conventional advertising. Ads spending on “Native” advertising will account for 58.3% of the digital signage market or $32.9 billion in 2018.
However, there are two different formats in Native advertising: Native Display and Native Content. Some consumers still consider that the Native Display is an intrusive advertisement, even if it is supposed to be graphically more pleasant. The Native Content is more and more privileged because unlike the Native Display, it takes the form of informative content. Today, they allow influencers and media to really monetize their work: the production of content.
Custom content: the future of the native format
Unlike the Native Display that we are forced to look at and displayed in a decontextualized way, native content is a content to which users go on their own. This tailor-made content or “custom content” is content created by the influencer/media for a brand (an advertiser), integrating into the heart of the editorial line (article, post or story, video). The brand benefits from the reputation of the media or the influencer who publishes it.
Brands that use influence marketing gain credibility, with the audience being much more focused and engaged. Messages from influencers always seem more authentic than a display advertising campaign. Influencers are unique sources of information whose legitimacy often exceeds those of brands. Native content benefits from the fact that it is the users who come to it, that it is not the brand that speaks directly and that it can be declined in different formats (article, video, Instagram story, etc. .. ).
Influencers create content that engages
The native content that brands command is better targeted because influencers know their community and are able to create content that will engage them. To stand out in this rapidly evolving world, the influencers of tomorrow will be those who will probably offer original, relevant or exceptional content to their audience.
From a financial point of view, using an influencer is much less expensive than what conventional advertising displays can cost. However, some brands remain cautious about the use of this marketing lever because the ROI measurement technologies were still not optimized and the models of purchase for visibility were still not standardized.
To discover how technology can now help agencies to fix these problems, click here.