Native advertising VS banner advertising: brand recognition or wallet voting
Native advertising is one of the most discussed topics among experts and analysts in the field of promoting goods and services on the Internet. The secret to the effectiveness of this method lies in combining the advantages of display advertising with PR elements. In addition, the natural and unobtrusive way inherent in native advertising does not cause negative emotions and the phenomenon of “banner blindness”. Promoted articles for native advertising campaigns always correspond to the theme of the site used, therefore they are well received by the audience.
Leading Native 360 programs Andrei Kuzeev and Veronika Filonenko invited Andrei Molchanov, head of Goldfish Media advertising agency, to Radio Mediametrics. The presenters and their guest spoke about the situation that has developed in the advertising market, voiced outdated and replacing technologies in the field of Internet promotion, and revealed the features of the interaction of advertising agencies with pharmaceutical companies.
What is the difference between the present time and the so-called "fat" years
According to the guest of the radio broadcast, the situation that has developed on the advertising market at present is very different from the situation that took place 2-3 years ago. The unstable economic environment that has replaced the "fat" years has taught advertisers to use campaigns not for statistics, but for real results. Now, advertisers want every ruble invested in advertising to be spent, and not spent on a “beautiful” report by an advertising agency.
Currently, both familiar and innovative promotion techniques are used. For example, banner advertising - an expensive way to increase brand awareness, can have colossal impression statistics. Therefore, leaders who are accustomed to thinking and acting traditionally, yesterday were able to put in a multi-million dollar budget for creative and displaying a banner located “in the head” of the main page of a prestigious site. At the same time, such a leader, as well as the project executor, usually omitted the facts of the existence of the so-called “banner blindness” and the fact that impressive statistics were achieved within a few hours, after which the banner stopped working.
The coming time can be considered the era of native advertising because the publication naturally woven into the theme of the site not only does not cause rejection or “banner blindness” from the reader, but also turns out to be necessary and relevant, since the user himself always initiates the download of sponsored content. Transition counters are set on the number of downloads, and since only interested users click on links, it is safe to say that the article has been read and the integrated recommendation has been learned. Therefore, those advertisers who are interested in obtaining a result, rather than an impressive report from the campaign, currently prefer native advertising.
Brand awareness or increased sales?
An advertising banner can at least go unnoticed or cause irritation for the user, at the very least - increase brand awareness. A text block with an integrated brand mention appears to be timely placed exactly where potential buyers will seek it. The content naturally flowing into the theme of the site helps the ready-to-make, but doubting user to make a choice in favor of an advanced drug that will help solve the current problem. The user who made the decision will have to “vote with a wallet” - make a purchase. That purchase is an action that confirms the effectiveness of native advertising as a sales tool.