As we step into 2014, a clear shift is underway in the digital marketing landscape: native advertising has moved from a niche tactic to a mainstream content strategy.
You may not realize it, but chances are you’ve already read a native ad this week — maybe on BuzzFeed, where an article titled “10 Things You Never Knew About Coffee” was sponsored by Starbucks. Or perhaps on Forbes, where brands are publishing thought leadership articles through BrandVoice. Or even in your Facebook feed, where “suggested posts” blur the line between paid and organic content.
The defining feature of native advertising is its integration — it matches the form, feel, and function of the platform it appears on. But with this blending comes a critical question for marketers: Where is the line between value and deception?
Native Ads by the Numbers
– According to Sharethrough, native ads generate 52% more views than banner ads.
– Studies show they receive 18% higher lift in purchase intent.
– Facebook’s Sponsored Posts and Twitter’s Promoted Tweets continue to outperform traditional ads in CTR and engagement.
Publishers love native ads because they offer an alternative revenue stream that doesn’t alienate readers like display ads. Marketers love them because they can tell richer, story-driven content in places where the audience already is.
The Strategic Dilemma
But this isn’t just a gold rush — it’s a credibility test.
With native advertising comes responsibility:
– Transparency must be built in. Labels like “sponsored” or “partner content” are non-negotiable.
– The content must add real value. If users feel duped, they’ll disengage — not just from the article, but from the brand.
– Metrics should shift from impressions to attention and engagement depth.
The Social Media Angle
On platforms like Facebook, Instagram, and Twitter, native formats dominate. Brands sponsor influencer content, run boosted posts, and participate in trending topics — all of which appear in-feed, within the context of real conversation.
The native revolution is not just about advertising. It’s about brands learning to speak the language of the platforms they appear on.
How to Succeed with Native Ads in 2014
Start with content marketing: Don’t sell — educate, entertain, or inspire. This approach has been central to the philosophy behind my ‘Teachers Not Speakers’ strategy at conferences and public appearances. Through this lens, education and empowerment come before promotion.
When we built Digital Ethos, it was with the understanding that thought leadership must show, not just tell. By bringing real tactics and applicable strategies to the stage and online, we gained credibility with our audience. That’s where the term ‘Factics’ was born — the fusion of facts and actionable tactics.
Now, that mindset is the expectation, not the exception. Native advertising must follow the same model — not just blending in visually but standing out through substance.
References
Sharethrough. (2013). The Native Advertising Playbook. https://www.sharethrough.com/resources/native-advertising-playbook
Interactive Advertising Bureau (IAB). (2013). Native Advertising Playbook. https://www.iab.com/guidelines/native-advertising-playbook/
Forbes. (2013). BrandVoice explained. https://www.forbes.com/forbes-brandvoice/
Facebook Business. (2014). Sponsored stories and page post ads. https://www.facebook.com/business/help/advertising
BuzzFeed. (2013). BuzzFeed’s guide to sponsored content. https://www.buzzfeed.com/advertising
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