Native – a dirty word, better branded content?

Last week I wrote about ad blocking and what publishers can do to improve the digital advertising experience for users, and therefore hopefully decrease the trend. One of the solutions I suggested was the use of branded content to engage and educate users. I’ll also stress up front, that I mean good content – engaging, informative content which entertains or educates and can be connected positively with the brand. Not content which is just selling a product in a longer form that a standard ad. In last week’s blog I referred to this as ‘native’ which I have also done in previous blogs but now I am not so sure that’s the best terms to use…so why my volte-face?

In no time at all it seems the term ‘native’ now solicits as negative response. The IAB defined the term ‘native’ back at the end of 2013, so in less than 2 years it’s become a pejorative term. Whilst at the same time I am hearing and reading that branded content is widely considered as one of the best methods to allow brands to engage with users whilst not creating a negative user experience, which seems a contradictory situation.

So why is ‘native’ now a dirty word in digital media land? I’ll stick my neck out here and suggest that it’s due to the list below of defined ‘native’ formats.

There are the six IAB recognised native formats

• Infeed - in a story form within the content well, links within the site
• Paid Search Unit - keyword purchase
• Recommendation Widget – placement within the well but not mimicking function
• Promoted Listing – found on sites without a content well, appears as link and are hyper-contextual
• In Ad – Outside the well, within normal ad spots but contextually relevant to content, links off site
• Custom/Can’t be Contained – bespoke creation for brand, always a custom solution i.e. Spotify custom playlist

Spot the odd one out? What, only one?…I hear you ask

It strikes me that branded content only fits two of the categories above – Infeed and Custom.

Paid Search does fit; if a word, phrase or product description can be regarded as content but given its magnitude and the way it’s traded, doesn’t it deserve a whole category of its own?

I would also like to suggest the same of Promoted Listings those are businesses in their own right – ebay, itsy, Amazon, 1stDibs. I wouldn’t call this content, more like ecommerce. What’s the difference between those sites and online shops? After all users don’t care who actually warehouses and owns the stock they buy.

Recommendation Widgets could promote branded content but they tend to promote ‘click bait’ type stories. Often not delivering on the alluring headlines they proffer, detracting from the user experience. I would suggest they are adding to the negative user experience much discussed of late.

And can anyone explain to me what an In Ad format looks like and how’s it’s not just an ad?!

It could be leveled that perhaps the IAB’s intention in creating this list, was not to categorise branded content. However going back to Dan Greenberg’s IAB Co-Chair of the IAB Native Taskforce (Founder & CEO of Sharethrough) quoted when the IAB Native formats were initially announced ‘’I firmly believe that advertising on the modern internet will be defined by meaningful content, not standard ads. There’s a movement happening, away from interruptive, traditional ads, and towards thoughtful brand stories — and native ads are the most potent and effective distribution strategy for content-based advertising.” I think most would agree with that sentiment so why some of the formats on the list above?

The IAB & Edelman Berland also undertook a study to demonstrate the benefits of ‘native’ summarised as follows;

• 60% are more engaged if it tells a story
• 50-70% of audiences ARE aware of Native advertising and a similar number agree it does not detract from their experience.
• 80-85% of audiences on Business and Entertainment news understand what they are seeing
• Most Found to be less annoying and more engaging than normal ads by audience
• 50% more likely to be shared doubling frequency

Again these key findings only apply to branded content.

My conclusion ‘native’ as an advertising format is better for users, advertisers and publishers WHEN it’s branded content, in the feed or as part of a deeper sponsorship solution. So let’s just call it that and not categorise it along with other formats which have their place in the mix but muddy the waters.

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