Native advertising allows brands to leverage both message and media to communicate in a more relevant and authentic way. With our clients, we’ve found that this can increase ad engagement, share rates, and more importantly, drive brand consideration and/or sales.
An ad format that is more consistent with the viewing experience makes the ad content feel more organic to viewers. That said, it’s important to be clear when content is being sponsored by a brand. We’ve all seen the backlash from native content that’s not transparent about its author. We’ve also seen some really successful native ads out there.
The “Orange is the New Black” native ad in the New York Times is one of my favorites. We were also very proud of the Buzzfeed work we did for Fat Tire Beer. It incorporates the brand in an authentic way and supports our marketing strategy of food pairing. The ability to customize messaging creates new opportunities for additional relevance that connects with consumers.