{"id":12600,"date":"2024-01-03T09:00:00","date_gmt":"2024-01-03T12:00:00","guid":{"rendered":"https:\/\/cmlo.co\/?p=12600"},"modified":"2023-12-22T11:12:16","modified_gmt":"2023-12-22T14:12:16","slug":"publicidade-nativa","status":"publish","type":"post","link":"https:\/\/cmlo.co\/en\/marketing-digital\/publicidade-nativa\/","title":{"rendered":"Native Advertising: Integrating Ads with Content"},"content":{"rendered":"<style>.elementor-12600 .elementor-element.elementor-element-5e9772f3{--display:flex;}<\/style>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12600\" class=\"elementor elementor-12600\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5e9772f3 e-flex e-con-boxed e-con e-parent\" data-id=\"5e9772f3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-28e09163 elementor-widget elementor-widget-text-editor\" data-id=\"28e09163\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Have you noticed that internet ads are increasingly being integrated into the content of websites, social networks and applications? This is <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/10-tendencias-de-marketing-para-explorar\/\"><span style=\"font-weight: 400;\">digital marketing trends<\/span><\/a><span style=\"font-weight: 400;\"> called <strong>native advertising<\/strong>, or <strong>native advertising<\/strong>.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But what is <strong>native advertising<\/strong>? How does it work? What are its advantages? And how can you apply it to your business?\u00a0<\/span><\/p><figure id=\"attachment_12605\" aria-describedby=\"caption-attachment-12605\" style=\"width: 740px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-12605\" src=\"https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/mulher-segura-um-megafone-icone-e-usando-um-laptop.jpg\" alt=\"Mulher segura um megafone \u00edcone e usando um laptop\" width=\"740\" height=\"608\" title=\"\" srcset=\"https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/mulher-segura-um-megafone-icone-e-usando-um-laptop.jpg 740w, https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/mulher-segura-um-megafone-icone-e-usando-um-laptop-300x246.jpg 300w, https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/mulher-segura-um-megafone-icone-e-usando-um-laptop-15x12.jpg 15w\" sizes=\"(max-width: 740px) 100vw, 740px\" \/><figcaption id=\"caption-attachment-12605\" class=\"wp-caption-text\">Woman holding an iconic megaphone and using a laptop<\/figcaption><\/figure><p><span style=\"font-weight: 400;\">In this article, we'll answer these and other questions about this type of strategy, which can increase customer engagement, conversion and loyalty. Let's go?<\/span><\/p><h2><span style=\"font-weight: 400;\">Understanding the concept of native advertising<\/span><\/h2><p><span style=\"font-weight: 400;\">Native advertising is a way of promoting products, services or brands in a discreet, relevant and contextualized way, without interrupting or disrupting the user experience. In other words, it's a type of ad that adapts to the format, style and content of the platform on which it is broadcast, creating visual and editorial harmony.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The aim is to generate value for the target audience by offering useful information, entertainment or solutions to their problems, without being invasive or inconvenient. In this way, it manages to attract the user's attention in a natural and organic way, increasing the chances of conversion.<\/span><\/p><p><span style=\"font-weight: 400;\">Practical examples include a book ad on a literary website, an app ad on a social network or a clothing store ad on a fashion blog.<\/span><\/p><p><span style=\"font-weight: 400;\">However, native advertising (ads) goes much further than simply running ads in the digital environment. This type of advertising has some key elements that must be taken into account when creating effective campaigns. Here are some of them:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Relevance: the ad must offer something that is of interest to the target audience of the platform where it will run, be it information, entertainment or a solution to a problem.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Context: the ad must be related to the platform's theme or category, creating a logical connection with the content.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Format: the ad must follow the same visual and editorial standard as the platform, using similar colors, fonts, images and language.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Discretion: the ad should be subtle and non-invasive, without forcing the user's attention or action.<\/span><\/li><\/ul><h3><span style=\"font-weight: 400;\">How does native ads work?<\/span><\/h3><p><span style=\"font-weight: 400;\">Native advertising works differently from traditional ads, such as banners or pop-ups, which are easily identified and ignored by the user. This is because this type of <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/inovacoes-em-publicidade\/\"><span style=\"font-weight: 400;\">advertising<\/span><\/a><span style=\"font-weight: 400;\"> blends in with the editorial content of the medium in which it is broadcast, following the same visual and linguistic standards.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">For example, if you're reading an article about travel on a blog, you might come across an advertisement for a travel agency or an airline that offers destinations related to the topic.<\/span><\/p><p><span style=\"font-weight: 400;\">Native ads also use targeting techniques to deliver the right ad to the right person at the right time.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This means that it takes into account the user's demographic, behavioral and psychographic characteristics, as well as their browsing history, interests and preferences. In this way, it can offer a personalized and relevant experience for each individual.<\/span><\/p><h2><span style=\"font-weight: 400;\">Advantages of native ads<\/span><\/h2><p><span style=\"font-weight: 400;\">Native advertising has a number of advantages for both advertisers and users. Here are some of them:<\/span><\/p><h3><span style=\"font-weight: 400;\">Increases engagement<\/span><\/h3><p><span style=\"font-weight: 400;\">As native advertising is integrated into the content the user is consuming, it arouses more interest and curiosity than traditional ads. What's more, as the ad doesn't interrupt the user's browsing, it generates less rejection and more sympathy for the brand.<\/span><\/p><h3><span style=\"font-weight: 400;\">Improves brand reputation<\/span><\/h3><p><span style=\"font-weight: 400;\">By offering value to the user, the strategy helps to build a positive brand image, generating trust and credibility. It also avoids rejection or irritation on the part of the user, who is often annoyed by intrusive ads.<\/span><\/p><h3><span style=\"font-weight: 400;\">Increases reach<\/span><\/h3><p><span style=\"font-weight: 400;\">Native advertising is versatile and can be broadcast on various communication channels, such as websites, blogs, social networks, apps, podcasts or videos. This allows the brand to reach a larger and more diverse audience, expanding its business possibilities.<\/span><\/p><h3><span style=\"font-weight: 400;\">Optimizes return on investment (ROI)<\/span><\/h3><p><span style=\"font-weight: 400;\">As native ads have a higher click-through rate (CTR) than traditional ads, they generate more traffic and conversions for the advertiser's website. In addition, it has a lower cost per impression (CPM) or per action (CPA), which means it spends fewer resources to get better results.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">According to a study by Outbrain, the <\/span><a href=\"https:\/\/www.outbrain.com\/native-advertising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">native ads generate 18% more purchase intent<\/span><\/a><span style=\"font-weight: 400;\"> than banner ads.<\/span><\/p><h3><span style=\"font-weight: 400;\">Increases loyalty<\/span><\/h3><p><span style=\"font-weight: 400;\">As the ad is of high quality and offers value to the user, it creates a positive and lasting relationship between the user and the brand. What's more, as the ad adapts to the format and content of the platform, it generates identification and affinity with the user.<\/span><\/p><h2><span style=\"font-weight: 400;\">What are the native advertising channels and formats?<\/span><\/h2><p><span style=\"font-weight: 400;\">There are currently several native advertising formats and channels, each with its own characteristics, advantages and disadvantages. Choosing the best one depends on your product or service, your target audience and your marketing strategy.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Here are some forms of native ads:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sponsored articles: these are texts that deal with a topic related to the product or service being advertised, but without explicitly advertising it. They are published on partner websites or blogs.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sponsored videos: these are videos that tell a story or show a success story involving the advertised product or service. They are published on video platforms or social networks.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sponsored posts: these are posts that promote the advertised product or service on social networks such as Facebook, Instagram or Twitter. They follow the same format as organic posts on the social network, but with a label stating that it is sponsored content.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In-app ads: these are ads that appear within mobile applications, such as games, utilities or entertainment. They can be banners, videos or offers integrated into the application.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Search engine ads: these are ads that appear in the search results of Google or other search engines. They are identified as ads, but follow the same format as organic results.<\/span><\/li><\/ul><h3><span style=\"font-weight: 400;\">How do you know if an ad is native?<\/span><\/h3><p><span style=\"font-weight: 400;\">To know whether an ad is native or not, you need to pay attention to a few details. In general, native ads have the following characteristics:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They follow the same format and style as the content in which they are inserted;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They have content that is relevant and related to the theme of the medium in which they are broadcast;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They don't interrupt or impair the user experience;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They have an indication that it is an advertisement, such as \"sponsored\", \"advertising\" or \"partner\".<\/span><\/li><\/ul><h2><span style=\"font-weight: 400;\">Native advertising or banners?<\/span><\/h2><p><span style=\"font-weight: 400;\">You may be wondering: what's the difference between native advertising and banners? And which is the best option for your business? The answer depends on your objectives and your target audience, but we'll explain the main differences between these two types of ad.<\/span><\/p><p><span style=\"font-weight: 400;\">Banners are graphic advertisements that appear in specific places on a website, such as the top, side or footer. They have a standardized format and can contain images, text, videos or animations. The aim of banners is to attract the user's attention and take them to the advertiser's website.<\/span><\/p><p><span style=\"font-weight: 400;\">Native advertising, on the other hand, is an ad that adapts to the content in which it is inserted, without standing out or interrupting the user. It has a variable format and can contain text, images, videos or audio. However, its aim is to generate value for the user and create a relationship with them.<\/span><\/p><p><span style=\"font-weight: 400;\">So we can say that native ads have some advantages over banners. It offers a higher click-through rate (CTR), a lower bounce rate and a higher conversion rate.<\/span><\/p><h2><span style=\"font-weight: 400;\">How do you choose the right platform to run your ads?<\/span><\/h2><p><span style=\"font-weight: 400;\">Choosing the ideal platform for running native ads depends on several factors. For example, you need to consider your target audience, your objective, your budget and your marketing strategy.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In other words, there is no single or definitive answer to this question. However, some tips can help:<\/span><\/p><h3><span style=\"font-weight: 400;\">Know your audience<\/span><\/h3><p><span style=\"font-weight: 400;\">First of all, do some market research to understand who your potential customers are, what their demographic, psychographic and behavioral characteristics are, what their needs, desires and pains are, what their preferences and media consumption habits are.<\/span><\/p><h3><span style=\"font-weight: 400;\">Define your objective with native ads<\/span><\/h3><p><span style=\"font-weight: 400;\">Next, establish what the expected result of your campaign is. What do you want? Increase your brand awareness? Generate website traffic? Capture qualified leads? Increase sales or customer loyalty?<\/span><\/p><h3><span style=\"font-weight: 400;\">Estimate your budget<\/span><\/h3><p><span style=\"font-weight: 400;\">Next, calculate how much you can invest in your campaign, taking into account the fixed and variable costs involved. Remember that each platform has a different billing model, which can be per click (CPC), per impression (CPM), per view (CPV), per action (CPA) or per lead (CPL).<\/span><\/p><h3><span style=\"font-weight: 400;\">Choose your strategy<\/span><\/h3><p><span style=\"font-weight: 400;\">Finally, define <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/13-estrategias-de-marketing-para-medias-e-grandes-empresas\/\"><span style=\"font-weight: 400;\">approach<\/span><\/a><span style=\"font-weight: 400;\"> most appropriate for your campaign. To do this, consider the type of ad, the content format, the language used, the segmentation applied and the measurement carried out.<\/span><\/p><h2><span style=\"font-weight: 400;\">Are you going to apply native advertising to your business? Count on CMLO&amp;CO!<\/span><\/h2><p><span style=\"font-weight: 400;\">As we've seen in this article, native advertising is an effective strategy for promoting your business online, generating more engagement, credibility, reach and return on investment.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But for that, you need the help of <\/span><a href=\"https:\/\/cmlo.co\/en\/\"><span style=\"font-weight: 400;\">digital marketing experts<\/span><\/a><span style=\"font-weight: 400;\">who know how to create and serve native ads in a professional and personalized way. <\/span><a href=\"https:\/\/cmlo.co\/en\/contato\/\"><span style=\"font-weight: 400;\">Contact CMLO&amp;CO<\/span><\/a><span style=\"font-weight: 400;\">, achieve your goals and stand out in the market.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Have you noticed that internet ads are increasingly being integrated into the content of websites, social networks and applications? This is a trend in digital marketing called native advertising. But what is native advertising? How does it work? What are its advantages? And how can you apply it to your [...]<\/p>","protected":false},"author":3,"featured_media":12603,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"segmento":[],"solucao":[],"class_list":["post-12600","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"_links":{"self":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts\/12600","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/comments?post=12600"}],"version-history":[{"count":0,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts\/12600\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/media\/12603"}],"wp:attachment":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/media?parent=12600"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/categories?post=12600"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/tags?post=12600"},{"taxonomy":"segmento","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/segmento?post=12600"},{"taxonomy":"solucao","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/solucao?post=12600"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}