Let’s face it, traditional forms of media advertising are well past their sell-by date. We don’t want anybody hard-selling to us and we will do whatever it takes to avoid it. Hurray for on-demand content and recording devices that remove TV advertising! Hurray for online ad-blockers!
And then comes along some new leopard called ‘native advertising’. This unobtrusive and non-interruptive format seamlessly slips in alongside editorial and informational content, carefully camouflaged so as not to give the game away. ‘Native’ could be a video, an article or an infographic – but it is always a carefully composed piece of advertising that surreptitiously fits with the form, function and style of the content around it.
Normally it finds its place online targeting niche audiences. Brands hunt down the best places to reach their market via popular online sites that target a similar demographic. The trick then is to create something entertaining, informative, engaging and highly relevant to the audience with an unobtrusive dose of branding thrown in. The hope is that the audience will make a connection between the value of the content and the value of the brand; that’s the plan anyway.
Product placement has been around for years in films and on TV. Television programmes and featured events are sponsored. They work in a similar way. But native advertising is far more effectively crafted to potentially drive much stronger bridges to market sectors.
At 2020, our main interest is in the future of video based native ads. We have been at the forefront of criss-crossing between advertising and editorially detached content for over 15 years, both on TV and online. Native advertising is an extension of so much of what we have done. But will it work? Will audiences accept it? Let’s take a look.
Here some well known examples that try and fly the flag for ‘native’:
Android: Friends Furever
Uses cute animals & a powerful story to drive its audience.
https://www.youtube.com/watch?v=vnVuqfXohxc
HP Enterprise
Uses a fun story to illustrate the importance of protecting data. But is it still too selly?
Momondo: The DNA Journey
This ad got big audiences sharing this to show why we should all travel the world to re-connect with our DNA. Why, through flight search engine ‘Momodo’, of course.
https://www.youtube.com/watch?v=tyaEQEmt5ls
Barber Gives Haircuts to Homeless: Kleenex
An engaging heartwarming story with subtle Kleenex branding.
https://www.youtube.com/watch?v=iKjFCSr5sQ0
The BIG questions here – does the story just contrive an opportunity to sell? Will people see through this? Maybe. But the viewing figures are impressive. People have chosen to view the content rather than it being forced upon them. So that’s a massive positive for the brands. It’s also a big step away from audiences negatively clicking off brand preroll ads for YouTube content.
Here are a few examples from 2020 Media:
Bing It On
Inbetweeners star Jay Buckley enjoys a great night out – courtesy of Bing.
(Password: 3M)
Maserati: Great Drives
Great Drives to Mr & Mrs Smith Hotels, unique because two brands are being sold in the same ad.
Summer Tracks: First Great Western Trains
Gabriella Aplin performs on a train to Glastonbury.
(Password: SummerTracks)
Rosie Hardy: (Microsoft Surface)
A Day in the Life of A Photographer.
(Password: 3MZ)
https://vimeo.com/169831599
So whilst native advertising may still be a relatively new form of advertising, certainly in comparison to traditional forms, the benefits over traditional advertising are starting to show.