In native advertising, the audience is the key. They are the ones you should make your content about if you want to succeed with your native advertising campaigns. And that’s why it’s so important not to deceive them.
Here, 5 experts point out the problems of deceiving your audience and provides you with solutions to the problem.
Problem: “As soon as you produce something that makes someone feel like they’re not getting what they thought they were getting, then you’re in trouble. If people feel betrayed, they’re not going to trust you or the rest of the industry.”
Solution: “You have to be who you say you are. It’s all about brands being bolder and saying who they are and what they’re doing. A brand won’t get credit for the good stories and the good ads if it’s not proud to put its name loud and clear on it.”
Label your content!
Problem: “One of the most urgent thing that we have to think about is trust. Injecting paid-for content or ad units that look like their surrounding content is a problem.”
Solution: “That’s why we need, as an industry, to ensure that everything is properly labelled. There are research programs from around the world saying that people actually respond better to a native ad that’s labelled, than a native ad that’s not. That is because there is a trust contract between a publisher and its audience and if that gets broken because somebody suddenly realises they’re looking at a piece of content that is paid for. It’s not only bad news for the brand, it’s bad news for the publisher as well.”
Convince your customers!
Problem: “The fastest way to ruin the trustworthiness of your publication is misleading the readers.”
Solution: “Therefore you need to convince your customers that it’s in their best interest not to mislead the readers when it comes to native advertising.”
Disclose early on!
Problem: “You have to make sure that your consumer understands that the ad is an ad, and they should know it before they start engaging with your content. Plus, from a legal perspective, the key is transparency and trust.”
Solution: “You read it top to bottom right? So you want to make sure that you’re making your disclosure at the top and not at the bottom. Early is always better.”
Use common sense!
Problem: “There’s a fine line between just enough branding and too much branding and the tough thing is that there’s really no clear answer on when it’s one or the other.”
Solution: “It’s definitely a judgement call and everyone’s judgement is different. What looks overkill on one publisher’s website might barely tip your radar on another one.”