For the Native Advertising Institute’s latest resource ‘The Global Guide to Native Advertising Technology’, Douglas Karr, Founder, Martech.zone, and CEO of DK New Media, kindly wrote the foreword which is reprinted here in a slightly edited version.
When the term native advertising exploded into existence, I groaned. You’re probably wondering why I’d write a forward for this definitive guide then… hear me out. It’s common to see this definition of native advertising floating around the Internet:
“Material in a publication that resembles the publication’s editorial content but is paid for by an advertiser and intended to promote the advertiser’s product.”
Descriptions even stated that native advertising was blurring the lines between advertising and content. Based on that definition, my first assumption was that native advertising was advertising built to deceive the audience. I felt strongly that trust in modern advertising was paramount to engagement, conversion, and retention of your customer… so I was initially a critic.
Native advertising has nothing to do with being deceitful.
Fast forward, and I now appreciate the value of native advertising and despise the definitions found throughout the web. Native advertising has nothing to do with being deceitful; it has everything to do with providing valuable, informative content to the prospect or customer in the format that they wish to digest. It’s not about us at all; it’s about your audience.
While disclosure is paramount, it’s also a welcome trust indicator to the reader. Sponsored content is an essential strategy in every marketer’s playbook today. The fact is that there are publishers and other resources out there that have established a relationship with the audience you wish to advertise to. Native advertising is how you reach them.
Whether you’re a brand, a media outlet, or an agency, ‘The Global Guide to Native Advertising Technology’, is a thorough and invaluable guide.
By coordinating with those outlets and producing content that’s of value to that audience, you’ve hit the trifecta of native advertising:
1. The publication is compensated for sharing their audience.
2. You reach an audience that is engaged and trustworthy of their publication.
3. The audience is rewarded with valuable content.
Whether you’re a brand, a media outlet, or an agency, ‘The Global Guide to Native Advertising Technology’, which is published by the Native Advertising Institute and authored by Chad Pollitt, is thorough and invaluable on providing you with the necessary strategies and resources you need to drive incredible business results via native advertising.
About Douglas Karr
Founder, Martech.zone, and CEO of DK New Media. Douglas Karr is a seasoned marketer, Douglas has worked for over two decades in newspapers, direct mail, direct marketing, and digital marketing. He is the author of Corporate Blogging for Dummies and has assisted in over $3 billion in MarTech acquisitions and investments.