Native Advertising: How to create advertising content that seamlessly integrates with the environment?!

Did you know that native advertising is 53% more effective than banner ads? Just for this reason alone, you should consider incorporating this form of advertising into your marketing strategy. In this article, we’ll give you tips on how to create good native advertising that is effective and appealing to your audience.

What is native advertising?

Native advertising – according to the definition repeated by all marketing specialists – is a non-invasive form of advertising that is an integral part of media content. But what does that exactly mean? We’ll explain it using the best example available…

David Ogilvy, considered the creator of copywriting and advertising, created the first native advertisement for the Guinness brand. The beer producer commissioned him to create an advertisement for a newspaper that would make people start to associate the brand positively.

The end result looked like this:

The Guinness guide to types of oysters turned out to be a success, and soon, a whole series of guides followed (types of cheese, country dishes, and even a guide to game birds). At the end of each series, there was only one graphic showing the Guinness beer. There was no message encouraging purchase, no convincing the customer that it was the best beer. It was just there. Why?

Because native advertising is not about simple sales but about building brand awareness. It is closely integrated with the content and at the same time is unobtrusive. It is said to be non-invasive, which is clearly seen in sponsored articles. When you read an article titled “Practical tips on how to furnish a living room in retro style,” you’ll find plenty of useful information that you can use. At the same time, the manufacturer of retro furniture, who paid for the article, will be mentioned. But if you remove the information about the manufacturer, the text will still be valuable and attractive to the reader. The topic of native advertising just has to be presented in an interesting way.

Characteristics of native advertising

So you already see the difference between traditional advertising and native advertising. The latter is very carefully crafted because it requires a creative approach to presenting the brand so that it is not perceived as an advertisement at all. Native advertising content is attractive to users. And now we’ll point out a few features that will make it easier to create:

• Information in native advertising is presented in a simple way.
• It has an interesting form.
• It is subtle.
• It is contextually relevant.
• It arouses interest among consumers.
• It builds trust.

Building trust with the customer is the goal of most companies. In a 2019 study conducted by the Native Advertising Institute, 70% of respondents said they prefer to learn about products or services in the form of content rather than in traditional advertising.

Also, note that native advertising in the form of an article is lasting content that brings long-term effects. Some of its forms, published on social media, engage audiences greatly, and they willingly share it. It is easy for audiences to grasp because it often has a humorous or highly aesthetic form. It is seamlessly integrated into the background both in terms of content and graphics. However, for this to happen, it must also be tailored to the company’s profile and the nature of the industry.

Native advertising is perceived by consumers as credible. They do not feel forced to watch it – they enjoy watching it. Such advertising also does not force purchases but builds relationships between the company and consumers, which is extremely important for companies’ existence. We have mentioned many times that a bond is formed between customers and companies, which is based on several pillars – including meeting customer expectations. And one of them is non-intrusive advertising.

Native advertising in outdoor advertising

You already know what native advertising can look like in print and online (functioning as a sponsored article). But can it be created in the form of OOH or DOOH? Of course!

There are plenty of such examples!

In our agency’s portfolio, there are numerous implementations that prove that native advertising in outdoor settings is doing very well and is well-received by people. Among them, we can boast of advertisements displayed in the center of Warsaw on the Warsaw Spire building. All messages created in the form of light illumination are modern, well-perceived by consumers, and innovative. On the one hand, the limited space of advertising requires creating a short but creative message, and on the other hand, it is eagerly watched. It is visible from many places, giving it a wide reach. The presented messages do not sell but remind of the existence of companies. An interesting implementation, carried out by our agency, was an ambient advertisement on Warsaw Spire for one of the language schools. A few days after the outbreak of war in Ukraine, messages supporting Ukraine in various languages appeared on the building. At the end, the company’s name was displayed. It is an interesting combination of advertising in times of crisis and native advertising. We create comprehensive ads, which you can see for yourself by contacting us.