What is “native advertising”? What is the development trend?

When we search with the keyword " native advertising ", the top-ranked ads on the web are related to keywords such as information flow advertising , social advertising, mobile advertising , and precise targeting. This just shows that the current characteristics of native advertising are related to this type of advertising. Search bidding is actually a kind of native advertising, and it itself is a search result that is valuable to users.

Picture from the Internet

1. What is “native advertising”?

The definition given by Solve Media is: "Native advertising refers to a specific business model that generates value and improves user experience by publishing relevant content in the information flow ." The definition given by IDEAinside is: Native advertising presents brand information through "harmonious" content, does not disrupt the user experience, and provides users with valuable information.

Native advertising: native advertising (Native Ads), this concept itself is derived from content and has been developed under the trend of mobile Internet . It does not only refer to mobile terminals or apps. Existence on which platform is just a matter of popularity and frequency of use. Simply put, native advertising can be understood as a form of advertising that is deliberately modified after combining platform characteristics, user and visual experience, and content environment. Its characteristics are naturalness and inconspicuousness.

2. Conventional native advertising forms

As the preferred platform for mobile information flow advertising, WeAD offers the following main forms of native advertising on mobile terminals.

1. Video

Video native ads can be a billboard in the background of a video, an object held by a character in the video, or an ad interstitial that pops up when the video is paused, loaded, or ended.

2. Application startup & theme expressions

Apply the "boot header"; theme-based native advertising is to deeply embed the advertising information into various themes, skins, etc.

3. Desktop native ads

This type of advertising is done by designing an icon button on the mobile phone desktop or application function, which will lead to an advertising wall when clicked.

4. Feeds

For example, Facebook, Sina Weibo , and WeChat ads insert ads into the information flow.

5. Mobile navigation and search

The function of the navigation application is to help users easily find their favorite applications. It is a good distribution platform.

6. Banner native ads

In fact, banners have always been the most common form of mobile advertising. Eye-catching pictures and accompanying texts provide users with valuable information to enhance advertising interaction.

3. Categories and features of native advertising

The native experience of mobile users is important, from the visual style of the browsing interface to the integration of native advertising content and carriers, from the experience of interactive forms to the guidance of potential consumption, from the continuity of customized scenarios to the demand for commercial realization. So for different platforms, we can divide native advertising into the following categories.

1. Media Platform

The content carrier itself is the media, which has sufficient strength in content production and dissemination, and is good at leveraging platform resources to leverage and create momentum, thereby realizing the news, event, entertainment, humanization, and all-media nature of advertising.

2. Social Platforms

Weibo is a typical platform that expands its social attributes. Since its inception, it has accumulated a large amount of information on users' basic attributes, interests, relationships, geographic locations, etc., laying the foundation for its information flow native advertising, and its user base and quality are clearly on the rise.

3. Application APP

Verticality, segmentation, and integration into user life based on user needs and product drive have become an important product trend. The key point is to grasp the characteristics of one's own products, develop relevant native content, and build a bridge between advertiser communication and user needs.

4. Mobile advertising platform

Taking WeAD preferred advertising as an example, it achieves the perfect combination of media, enterprises and platforms on a large scale. WeAD's preferred information flow advertising platform uses big data to conduct multi-dimensional user identification and generate user behavior portraits. For example, by analyzing the user's age, gender, and occupation data , we can determine their basic consumption level; by analyzing the topics they follow, their active time and location, we can identify their hobbies and interests; by calculating the user's daily life trajectories, we can predict the focus of their consumption and purchasing behavior. This is the unique competitive advantage of the sophisticated DMP data management platform. This is the precise user targeting in native advertising, which enables advertising to reach each individual user in a personalized way.

WeAD Preferred Advertising Backend

The target audience is locked in based on the brand's industry, products and user characteristics, and user optimization is performed to maximize the interests of advertisers. It is designed for targeted and precise users, conducts fine-grained multi-dimensional analysis of the audience, and at the same time reduces the cost of marketing promotion . First, we explore the characteristics and highlights of the product and carry out comprehensive polishing and packaging. Secondly, we refine the emotional appeals that can impress users and establish emotional connections. Finally, we implement customized services through scenario-based push that matches the brand tone.

4. Future development trend of native advertising

From the perspective of business owners, the core of brand mobile marketing is to maximize the conversion value of the delivery effect. Regardless of the type of media channel chosen or the delivery method adopted, the demand for proprietary traffic resources, integration solutions, creative packaging, and brand services will only become more and more refined. The low reach rate of the target audience and the difficulty in quantification highlight the importance of the DMP data management platform.

It is worth mentioning that in the future of mobile advertising, native information flow advertising is still the stronghold for brand owners to promote , among which native video advertising is the most prominent. The layout of the native information flow has shifted from the popular static image and text format to the short video format in terms of quality. Regardless of the form, the one that can help advertisers achieve brand and effect integration is the most suitable, and WeAD advertising has been deeply rooted in the top of the industry's wave.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was compiled and published by the author @WeAD Advertising Headlines (Qinggua Media). Please indicate the author information and source when reprinting! Site Map