Native Advertising

Native Advertising as a promising marketing channel

Classic banner advertising in social networks is nowadays a common marketing tool in which large budgets are set due to a high possible reach. But what about perception, quality and acceptance of advertising in social media channels? Which alternatives are possible? The publisher network plista conducted a study comparing media consumption on Facebook and news portals to analyze where advertising placement can be more effective.

 

from Sandra Benz
Content Marketing Manager Evernine Group

 

In the market analysis of plista, 807 participants were asked about their use and perception of banners on social networks. The study shows with the first questions already that users deal with the content on news portals much more intense than it is the case on Facebook. Respondents said that they often do other activities while using Facebook. Besides that, users are more focused on news sites, and also their length of the stay is higher. In addition, users rate content on news portals more credible due to their higher quality. Another result of the study is that advertising in news portals is perceived as less disturbing and unobtrusive. Advertisements are included on message platforms at the bottom of a text as a reading recommendation and therefore seem like further news articles. For advertising placements, this means that they are accepted way more on news portals and perceived more intensively than on Facebook.

 

Although the so-called “Social Ads” (advertisements in social media channels) may achieve a bigger reach, the study shows that “Native Ads” (advertisements on news pages) are perceived as much more positive and thus can achieve better advertising effects. But how exactly can companies switch into Native Ads? The publisher network plista provides an easy way to plan, conduct and analyze native advertising campaigns. A created ad is played-out as a reading recommendation on several hundred magazines in the DACH region. plista pays special attention to high quality of both content and ads, which makes the campaigns more successful. As the study shows, quality is more important than quantity in terms of advertising. plista and Native Ads provide marketers with the best opportunity to stand out from the crowd and create high-quality ads that actually reach users.

 

This is also part of Evernine’s Qualified Lead Marketing approach. Targeted content can ensure the quality of digitally generated leads. We place content at the center of marketing activities and make the company a publisher. Everything fits seamlessly into the customer’s marketing. Are you interested? Here you will find more information about QLM.

 

Detailed information about the study can be found here.

 

The numbers are based on a market analysis of eye square and plista. The analysis was carried out with 807 participants in the period from 19. – 26.07.2017.

Source of cover image: iStock / hocus-focus