Native advertising, like all advertising, has its pros and cons. The problem a small business has is that without advertising they can’t find all their customers. So, it helps to understand the pros and cons of each type of advertising.
Pros of Native Advertising
* Better customer targeting – The fact that the ads run only where like content is seen means that the people who click through your content are better targeted and more likely to find your information helpful.
* Less expensive – Compared to other forms of more traditional display advertising and banner ads, this is a much less expensive form of advertising. It offers a lower barrier to entry so that many different types of businesses can take advantage of this type of advertising.
* Bypasses ad blind customers – Most consumers today are blind to most traditionally advertising. The way that native advertising appears is less intrusive and doesn’t always look like an ad.
* Enhances content – Having more information similar to what a reader is already reading is a good way to offer more information to readers.
* Increases targeted followers – Since the promoted information only appears with like information, it will be more likely to produce a lot more targeted readers.
Cons of Native Advertising
* Can seem deceptive – Many people who use native advertising put tricky headlines, and when the consumer clicks through they’re not happy, thus making it harder for more honest publishers to use native advertising.
* Seen as unethical – Due to the dishonest headlines, the native advertising can seem unethical to some readers.
* Publishers receive backlash – Often when a publisher allows native ads to appear on their website their traffic goes down, even as their revenue goes up.
* Too advertorial – Sometimes people misuse native ads as if they’re like the old-fashioned advertorials that appear in print magazines. This is not a good use for native advertising.
* Google may penalize native advertising – It has been found that Google penalizes publishers for including native advertising on its pages. However, Google is actually getting in on the native advertising game so this may not be true.
Link to Google information – http://www.adexchanger.com/native-advertising-2/google-builds-out-native-ad-solutions-as-smaller-players-gain-speed/
The fact is that all forms of advertising have problems to overcome. People are prone to dislike all advertising, even when it ends up helping them. After all, how would anyone find out about products that help them without advertising? Your job is to provide excellent materials so that your audience can find the solutions it needs.
In order to overcome the stigma of advertising of all kinds, it’s important for small business owners to not be tricky with headlines, to be straightforward about what’s going to be in the content, and to provide informative content that is helpful to your audience. If you seek to always under promise and over deliver, your readers will never be disappointed when clicking through your native advertising to find what you have to tell them about.