10 Challenges Native Advertising Poses Both to Marketers and Publications

  • April 20, 2016

    1. The Content Doesn’t Fit Readers Expectations

    Joshua LeeOne big problem I see is content designed the wrong way. Native advertising blurs the line between editorial and advertising, so people expect non-sales material. Often I see companies publish content that attempts to sell the reader on what the company believes they want instead of what the majority of readers actually want. Audience knowledge is critical before native advertising. –Joshua Lee, StandOut Authority

    2. Medium Fit Is Often Off

    Corey NorthcuttThe biggest mistake I see with native advertising is actually the most common online marketing mistake I see in general: Brands decide their message based on how they see their product and where they want to publish. That’s perfectly backward. Content needs to be carefully customized to fit a specific, narrow audience and medium or it’s going to be unwelcome, causing the campaign to fail. – Corey Northcutt, Northcutt Inbound Marketing

    3. It’s Not Meant as a Sales Tool

    Kim WalshNative advertising has three goals: Establish the business or individual as the authority, expert or celebrity; identify the target market and problem to help self-select the audience; build social proof. It is not to sell. This should only be the first step in a layered campaign. To run one effectively, the follow-up ads and campaigns should be thought through and set up ahead of time. – Kim Walsh-Phillips, Elite Digital Group

    4. It Sends Mixed Messages

    Megan SmithConfusion comes from agencies designing creative and labeling it native when it is nothing more than an IAB banner made to look like personalized content.Native seeks to engage with and add value to consumers. Agencies and corporations now must rethink how advertising is implemented and measured. – Megan Smith, Brownstone PR

    5. It’s Not Naturally Authentic

    matt doyleNative advertising fails when it doesn’t match the tone and environment of where it’s being placed. I think it’s very important that you bring the owners into the discussion when creating native advertising for their sites. They know what their users expect, and they know when your attempt to advertise might come across as tone deaf. If they’re willing to help, you should take their advice. – Matt Doyle, Excel Builders

    6. It’s Not Easily Scalable

    Anthony PezzottiIntelligent publishers will monetize their site with multiple recommended content ad providers, but there hasn’t been an efficient way to optimize all of them at once. With brand new software out there, such as Tiller.com, publishers can now put native optimization on cruise control and let the software pinpoint top performers with clear, actionable attribution at any scale, across all devices. –Anthony Pezzotti, Knowzo.com

    7. It Doesn’t Necessarily Maximize Page Views

    Jacob GoldmanMaximizing page views on native sponsored posts is a challenge that many publishers experience when working with advertisers. Leveraging content discovery platforms like Outbrain or Taboola in marketing strategies is an effective way to amplify content, increase engagement, and drive more visitors to an advertiser’s site. – Jacob Goldman, 10up Inc.

    8. There’s Option Overload

    Ismael WrixenThe primary challenge with native advertising is having too many channels and different types of ads. This makes it really hard to scale. The only way to curtail the overwhelm is to determine your focus. If you’re advertising off-site, carefully select the businesses you want to partner up with. If you’re acceptingnative advertising, choose the formats you accept, and make sure advertisers know. –Ismael Wrixen, FE International

    9. There’s a Wide Range of Formatting Styles

    Nicole MunozEach social platform has specific formatting challenges that your native ads must comply with, and this makes for a lot of work when trying to accommodate each individual formatting request. Try to automate or systematize how you compile native ads as much as possible. This will give you an edge when creating several like native ads across different platforms. – Nicole Munoz, Start Ranking Now

    10. It Can Appear Too Generic

    Thomas MinieriProblems can arise with native advertising if your content doesn’t clearly point to your brand because you are trying to blend into the publication and avoid sales pitches. Remember, you’re not in business to promote your industry, you’re in business to promote your brand. Adding a defined call to action will ensure readers only find and connect with your company and not with a competitor. –Thomas Minieri, Planet Ballroom International, Inc.

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