Native Ads, to me, are a formation of visual designs that blend in with the website in which they are integrated in. They tend to co-exist with the theme and content of the site , thus not appearing to be a forceful ad , but rather a relevant suggestion for a product or brand. They are designed to build trust and engage potential customers. It is an ad that can solely be bought and displayed on one platform ; facebook, twitter and tumblr being a few of them. As ads of the sort are known to be widely unsuccessful, the amount of them has drastically increased over time. The official statement of approval is hardly visible and neither are the logos or names of the brands. Reuter's Felix Salmon states that native content tends to aspire more to going viral and generally being shared more than sponsored content. Popular websites that collaborate with brands that are in demand dont solely do it for content to be be viewed by its audience ; the goal here is to get those ads as viral as possible.
A native advertisement I found : http://www.glamour.com/fashion/2012/08/10-wardrobe-essentials-every-woman-should-own/1
This website is commonly used amongst women , ranging from their teens all the way to their mid fifties. It provides its audiences with a variety of tips and tricks on how to get the newest makeup look for the season or , as in this one, finding 10 wardrobe essentials that, apparently, are a necessity for every modern fashion forward woman. As one reads the relatively short description located beside each picture, a pattern of appealing to potential customers with humor and relation to celebrities , which in turn creates social pressure , emerges. A few puns here and there, some big names thrown into the mix and positive encouragements for the clothing items are the key strategies used in this ad. "
One thing that stood out to me is that in every clothing items description, not only would they refer to a well known celebrity, but their names were links to more articles on what they wear and what makeup they apply. This is a portrayal of native advertising as they arent merely pointing out general clothes here, they are advertising celebrities products by subtly placing a link in their name and making sure that in the moment they're dressed in those clothes on the pictures , they're performing everyday activities that regular women can relate and connect with . Conclusively the product appeals to the target audience by steering them towards celebrity products and thus gaining more views on other articles ; increasing the demand for more items.
Also right after that, clicking through the gallery one is presented with a variety of those clothes from different brands and prices, appearing completely convenient and appropriate for the site. Theyre illustrated like a quick and efficient access to the product that they just convinced you of. In reality there really are no "10 wardrobe essentials every woman needs". There are no "must-haves" either. That is a statement structured out of the blue with its main goal being to grab the audiences attention and give them a sense of obligation towards those products. Throughout this gallery there is a constant advertising of different brands , but placed cunningly. As a reader of Glamour.com , upon coming across the clothes with different brands and prices presented, I wouldnt immediately conclude them to be native adverts of the sort. The native ads aren't pushy ; quite the contrary, they merely happen to be connected to this article and are helpful insights on getting to know the prices and their related products. However, they still have links that will lead the viewer to a new website with a different brand. Those images stick in the minds of the audience and although many might not bother to purchase them directly online, they're surely to be remembered next time you take a stroll around the mall !
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