Q: Is native advertising new?
Native advertising is not a new trend. In fact, consumers have always been in charge. The difference is that we now have a name for it.
Q: Why has it become such a big deal recently?
A: The industry is seeing huge depleting value in interruption marketing.
You might be wondering why this buzzword has been popping up recently. Why not 10 or five years ago? The reason is because interruption marketing and traditional targeting has lost its effectiveness in recent years. The industry needs a new way to create engagement.
Q: Should we even call it "native" advertising?
A: No, it would be more accurate to call it "context" advertising.
"Native advertising" is not even the right thing to call it. Since ads are served in context to the site or publication, it would be much clearer to everyone if we would just call it "context advertising."
Q: What does it look like when done right?
A: When native advertising is done right, the consumer doesn't recognize it as an ad.
The hope for native advertising is that ads are served as part of a publication's content experience, rather than its own presentation. Marketers are excited about the idea that you can blend both to a point where the consumer is unaware they're being served ads.