Six New Terms in the Dictionary of Local Native Marketing Masters

Messages generated in the workshop of experts dealing with native marketing are viewed 53 percent more than traditional ads. In printed media, they are even more effective, increasing brand value by up to 82 percent.

– Native advertising is not a novelty in the communication market. It is, in fact, a response from the communication industry, namely the marketing and PR industry, to changes in consumer behavior, who are saturated with commercial messages and increasingly reluctant to consume standard ad formats, whether in traditional or new media. Native advertising has great potential if applied wisely – claims Elena Wolsperger Dolezil, Director of Corporate Communications at Dukat Dairy Industry.

We wrote about the architects of sponsored content on Saturday, and now we bring you six new terms in the dictionary of local native marketing masters.

1. Content Recommendation Engine Widgets
At the end of an article, you can often see small labels, links, or graphic elements titled, for example: ’If you liked this, you might also like…’; ’Recommended for you’. In marketing terminology, they are called ‘content recommendation engine widgets’. These graphic elements allow brands to attract users from the mentioned page to their website. This approach is good for publishers or companies looking to increase their audience, and the key to success for advertisers is to develop good relationships exclusively with companies that can attract the audience back to the page they are advertising. 

2. Custom Ad
If you have created a ‘playlist’ on an internet radio station, you can expect that products whose use goes along with the music you selected will soon appear. For example, if you created a ‘playlist’ for running, you will see ads for sports equipment or energy drinks. This form of native marketing that does not fit into a specific format is called ’custom ad’.

3. In-Ad With Native Elements
While ‘in-ad with native elements’ may look like standard ads whose time has expired, a deeper look reveals that it is an excellently designed and effective technique. For instance, if you are reading the recipe of the day on a daily newspaper’s portal, an ad for the website AllRecipes.com, which, of course, offers culinary recipes, might appear next to the text.

4. In-Feed units  
Even sneakier forms of native advertising are ‘in-feed units’. If you have selected content that interests you or are just one button press away from purchasing the desired product, you might encounter a paid ad from another manufacturer on the side, in the corner, or even in the text. This content is always labeled as ’sponsored text’ or ‘paid ad’, but it often merges in the user’s mind with what they are reading or buying, making that ‘imposed’ product enter their consciousness and shape their consumer experience.

5. Paid Search Ads
’Paid search ads’ function similarly to ‘in-feed units’ – the only difference is that this refers to internet search engines. If you type ‘Italian restaurant’ into the search engine, it will show you the establishment that has invested the most in that ad. Search results depend on your current geographical location and what you have previously searched for on that search engine.

6. Promoted Listings
Online stores apply the concept of ’promoted listings’. After you select a product category that interests you, users are first offered sponsored products that are at the top of the column or page. Besides giving preference to certain brands, the giant online store eBay will only charge you for listing products from sponsored brands when someone buys them. If you are selling ’selected brands’ from the end of May this year, you do not have to pay a fee.