A modern society accustomed to long and hard media messages on television gradually began to migrate from the old medium – TV, to the new – the Internet. In the new medium of the mass media, the recipients found all the information they had to look up to in various sources. An additional advantage of the network was less advertising, compared to television.
This phenomenon, however, did not last long, because, with the transition of users to the new medium, advertisers began the process of implementing promotions in the online environment.
At the moment, online advertising is so commonplace that it has ceased to be interesting for the average user. People using the network tired of suddenly appearing advertisements, started using programs that block the appearance of new windows. Publishers were forced to reorganize the promotion process and present more modern advertising formats that will be more interesting for people using the Internet and those that can not be blocked by the software.
The results of a Danish researcher, Jakob Nielsen in his eyetracking theory, explains that the human eye is most interested in simple texts, human faces and intimate parts of the human body. People dealing with internet advertising had to draw conclusions from the presented research and create an advertising format that would pay more attention to the recipients. It is also believed that J. Nielsen’s research contributed to the creation of so-called native marketing. Many researchers dealing with online advertising claim that it is impossible to adequately define native advertising because it can take a variety of constructions. Undoubtedly, you can distinguish features that should be included in the promotion on the Internet, so that it meets the conditions for naming it with a native ad.
Native advertising messages must be different from the typical display form (such as a banner). The main difference is that native advertising is integrated with editorial content while avoiding sites where users would expect to see “traditional” ad slots that would mostly be ignored by those people – a phenomenon known as banner blindness. Another determinant is that native advertising is a natural element of the user experience. It is the result of specific activities that a visitor visits the site while they are staying at the site. Another crucial part of good quality native advertising is its non-invasive character.
The native promotion should mimic the content that appears on the page. It should be well integrated with the so-called user experience, that is, the expectations it places on the recipient’s site. Despite the specific integration of advertising with the site, it should be emphasized that the user should always be fully aware that the content read/viewed is a sponsored article.
Publishers publishing native content should remember to mean these types of advertising forms because users must be clear about what content is advertising. This is a big problem, because, on the one hand, the nativity of advertising must be stressed, on the other side, the information should not be the first one noticed by the recipient. This ad does not have its permanent place on the page, which is different from the standard display form, but it is more difficult to present. Internet editorials emphasize the nativity of advertising in various ways.
Demian Farnworth, the world-renowned copywriter, classified the most common forms of online advertising on the Internet. Among them were:
- Online sponsored articles (distinguishable from sponsored content, sponsored content, and branded content sponsored articles);
- Sponsored content on social networking sites such as Facebook, Twitter, YouTube, Instagram;
- online video advertising;
- advertising in feeds;
- product placement;
- Ads on Google Search.
Other researchers also add to these forms a native message while capturing the captcha code or the native promotion used in the context of well thought out content marketing activities, commonly used by brands in social networking sites and websites.