This week, we shared that there will be a shift in approach to marketing content on this blog in the coming months as we experiment with how we advertise with this blog under a functional business model. The problem is that traditional Internet advertising does not seem to be working as effectively as it once was. Instead, many mega-Internet companies like Facebook, Twitter, and FourSquare are coming up with native advertising.
Native advertising refers to a specific mode of monetization that aims to augment user experience by providing value through relevant content delivered in-stream. Unlike old flashing, annoying and intrusive banner adds from the 1990s, these ads are designed to “blend in” so the user fully reads and may engage with the advertisement.
- In 2000, banners were clicked 9% of the time. In 2012, only .2% of them have been clicked.
- Social media is currently leading the way with promoted tweets, sponsored stories, and paid discovery.
- Some of the challenges with native advertising is that there are currently no set standards for it, keeping the trust of the viewer of your ads, and maintaining a strong brand integrity.
[Image via Column Five]
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