We come across many forms of advertising in this world but one of them is very interesting. This form is Native advertising. In Digital Marketing platforms it is present as Sponsored or Branded content. We will discuss about the Traditional and Contemporary approach of Native advertising.
Its origination can be traced back to 1901 where an advertisement for patent medicine was given the look of an editorial.
Definition of Native Advertising:
Native advertising is a form of paid media. Here the ad experience is in natural form and function of the user experience in which it appears. It can be an advertorial, video, article or sponsored editorial. The word “native” refers to this coherence of the content with the other media that appear on the platform.
These ads designed and displayed in such a way to reduce a consumers’ ad recognition.It’s done by blending the ad into the native content of the platform. They use language such as “sponsored” or “branded” content. They can be difficult to identify due to their ambiguous nature.
Traditional Approaches of Native Advertising mainly used advertorials and Product placements in Movies:
An advertorial titled “Mother asked to kill her own child” published in The Times of India on 06th June 2018. It is a classic example of Advertorial. This is promotion of reality show “Zindagi Ke Crossroads” on Sony Entertainment Television. It was about a woman trying to decide, whether to abort her foetus with genetic abnormalities. It got aired on the same night.
These kinds of ads can be misleading and discriminatory. One can miss the indicative mark “ADVERTORIAL” which is on the top right corner of the article. These are common ads you can find in every Daily Newspaper, Weeklies and magazines.
2. Product Placements in Bollywood Movies:
This is a classic example of product placement in Bollywood movies. In movie ‘Krishh‘, character Krishna drinks Bournvita. This role played by Hritik Roshan.
In the film ‘Bodyguard‘, Kareena Kapoor was using Vaio laptops. Other brands like Tupperware, Audi Q7 also had their share of presence in the film.
Film ‘Bhaag Milkha Bhaag’ also captured our attention when Farhan Akhtar rode ‘Royal Enfield’ in one of the scenes inside the film and looked royal in from every angle.
Contemporary formats for Native Advertising include promoted videos, images, articles, commentary and music. A majority of these methods imply to an online presence.
In the contemporary form of Native Advertising, the product and content are merged. And in sponsored content, the product, content and active promotion occurs simultaneously. Unlike Direct and Indirect product placements in case of Traditional Native Advertising.
Some of the Examples of Contemporary Advertising:
1. Sponsored Videos:
In 2015 TVF Pitchers is a web series created by The Viral Fever (TVF) and developed by Arunabh Kumar. Initially they launched the 5 Episodes on Youtube. Instead of any paid platform like Netflix or Amazon Prime videos.
There must have costs involved to create the Web Series and the premiere of show was on Youtube for Free. It’s a huge success but who did the Funding. You will see that POND’S, UBER and KINGFISHER are the sponsors of the Web Series. You can see their Product placements in various episodes like:
Naveen and team chilling at the bar with Kingfisher beer
Naveen washing his face with Ponds Facewash
Puneet booking the Uber Cab
Now we will see another form of advertising where Brand Integration is used instead of product placements.
AIB (All India Bakchod), Web Entertainment Channel, so how do they make money from their videos? One of the ways to generate money is Brand Integration.
Snapdeal- Online Shopping Site
CouponDunia – Coupons, Offers and Cashback Website
2. Sponsored Social Media Posts:
Sponsored social media posts usually consist of the content producer/influencer. It includes the service/product for a particular amount of time. it can be a single or series of social media posts.
There are many social media platforms where ads can be shown like,
3. Collaborative Content:
Collaborative Ads program will help brands run dynamic ads. And Brands will take benefit from the retailer’s catalogue. For example, Akemia has used Facebook to promote their Headphones. They are not selling direct. They are selling through Jaspermarket.Com. Collaboration of Brands, Retail Sites and Social media platform is used to promote products.
That is all in this article about Native Advertising, if you want to add or amend, please comment.