The Art of Native Advertising: Setting the Tone

What Does Traditional Advertising Look Like?

The simple answer, nothing. Why? Because within the span of about an hour, traditional advertising often blurs into a barely recognizable shape hanging in the mind of the now-lost, 'potential', consumer. Rarely does traditional advertisement manage to capture our attention as today's average consumer efficiently filters through the relentless bombardment of advertising today. Regardless of the many executives developing marketing plans that promise to “go viral”;  you'll probably catch an actual cold before they're able to create intriguing and engaging sponsored content.

Traditional Advertising Doesn't Work Anymore.

Research gathered from our brand network, locally as MTL Blog and nationally as Narcity, indicates that the millennial audience appreciates this artful interpretation of sponsored content because it focuses more on sympathetic relevance instead of sales direction. Traditional advertising is primarily based on sales teams and marketing departments that consist of graduated 'textbook marketers'. Where are the composers, the craftsmen/craftswomen, the true artists? They are brought in as an 'added resource' and are rarely considered fundamental to the ideation process. This rigid mentality still dictates how we advertise today when it really no longer applies to the modern consumer. Artistic vision now holds a higher importance.

Can Alternative Methods 'Hit the Mark'?

If you remain doubtful that traditional advertising has a lasting influence on advertising today, consider just how effective guerrilla marketing, UGC (user generated content), parody/spoof advertisements and guest spot 'featured artist' advertisements perform.

Unconventional advertising methods have been proven to appeal to Millennials at much greater click-through rates than by traditional means (Borowski, 2015).

Major brands such as Doritos thrive off the appeal of USC, asking those swimming in popular culture to create their own advertisements. Doritos proved the effectiveness of alternative advertising with approaches like allowing its 'brand fans' to participate in the Crash The Superbowl campaign – which directly involved fans to help produce this $4.5 million 30-second advertisement.

Now, annually offering a $1,000,000 prize on top of this invested confidence by Doritos, its parent company, PepsiCo has clearly recognized the value of unique, progressive forms of advertising – generating online hysteria that has viewers flocking to the web to follow the potential winners. Is traditional advertising capable of generating similar results? Not so much. Traditional advertising is quickly being left in the dust with a whole lot to be desired. MTL Blog is leading the way in passion-infused, alternative advertising, better known as Native Advertising.

See Part 2: Telling a Story / Part 3: Knowing Your Audience

Curious to know more about Native Advertising? Contact us.

In collaboration with Matthew Orsini, Synden Hope-Johnston

featured photo via AAWW