What is the secret to good native advertising? What is the biggest challenge for native advertising? What is the future of native advertising?
We ask the world’s leading native advertising specialists in our short form video series #NativeAdSecrets.
Here, Karsten Krämer, Managing Director at C3 Creative Code and Content, who was a speaker at the Native Advertising DAYS 2016.
The biggest secret to native advertising is…
One important secret definitely is getting the narrative right. For example, we discussed for a long time with our client, Unilever, what the right narrative for the repositioning of their brand Becel would be. They came from a very strong health focus and together we moved to a more lifestyle, vegetarian diet narrative which fits well with the times. That was basically the groundwork for a successful campaign. So get the narrative and the content right.
You can measure everything in digital, but that also makes it more difficult to decide what the right measures are.
The biggest challenge of native advertising is…
One of the biggest challenges is definitely measuring and evaluating efficiency and effectiveness. We’ve got a lot of data, and you can measure everything in digital, but that also makes it more difficult to decide what the right measures and KPIs are. So besides talking about content channels etc., you need to have your KPIs right, and you need to define them upfront and truly know afterward if you’ve achieved your goals. There’s a lot of confusion in the market about that, I think.
There might come a time when it’s not even called native advertising or content marketing anymore.
The future of native advertising is…
The future of native advertising is probably the same as the future of content marketing. There might come a time when it’s not even called native advertising or content marketing anymore. It’s about the paradigm shift from brand-centric to people-centric marketing. So it’s about producing communication of relevance to the people you want to talk to. And this is the future of native advertising. This is the future of marketing as such.
You can learn more from Karsten Krämer in this interview on how paid, owned and earned media can support each other.