Native Advertising and Content Marketing: What’s the Difference T he world of marketing continues to become more and more technical as internet marketing continues its growth over the last two decades. As our marketing efforts evolve so do the terms we use to define the many parts that must grow along with it. Enter native advertising and content marketing, while these are often part of the same conversation, they are not at all alike other than the fact that your favourite websites are their medium to get your attention as a reader and consumer. by Jamie Barrie
native advertising
It’s a type of online marketing characterized by a streamlined and unobtrusive ad placement and the targeted and valuable information that it provides to a specified demographic. Native ads areplaced seamlesslywithin awebsite so that they don’t disrupt the experience of the reader or viewer, like in between paragraphs, and usually do not appear like a traditional ad in that they may not directly advertise but acts as reference to a relevant topic or interesting information to engage with the readers that the business is targeting on someone else’s domain. Whereas content marketing is based on “owned media” native advertising is based on paying for others’ media space. Form this perspective, it seems more like other, more traditional advertising formats but careful! In this case we are not paying
for a “banner-like” space, but to integrate our content in a way that blends into the rest of the articles, videos or other items published on the page. Native advertising is very similar to a TV commercial. You can tell native ads apart fromother banners and the website they are being hosted on by the small label saying something like “ad” or “sponsored content” that appears on each one but these are becoming increasingly hard to detect as online marketers are becoming more creative. Native advertising is very similar toa TVcommercial. You can tell native ads apart fromother banners and the website they are being hosted on by the small label saying something like “ad” or “sponsored content” that appears on each one but these are becoming increasingly hard to detect as online marketers are becoming more creative.
Stand out from the flock. brittanypickrem.com
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SPOTLIGHT ON BUSINESS MAGAZINE • SEPTEMBER 2019
23 SEPTEMBER 2019 • SPOTLIGHT ON BUSINESS MAGAZINE
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