Native advertising, like all advertising, has things going for it and things going against. The problem a small business encounters, is that without advertising they can’t engage their customers. So, it helps to understand the pros and cons of each type of advertising.
Pros of Native Advertising
Better customer targeting
The fact that the advertisements run only where similar content is seen means that the people who click through to your content are therefore better targeted and more likely to find your information helpful.
Generally when compared to other forms of more traditional display advertising and banner ads, this is a much less expensive form of advertising. It offers a lower barrier to entry so that many different types of businesses can take advantage of this form of advertising.
Bypasses Ad Blind Customers
Most people today are blind to most traditionally advertising, which means they just don’t see them because they are automatically blanked out. The way that native advertising appears is less intrusive and doesn’t always look like an advertisement and thus it’s more often seen.
Having more information similar to what a reader is already reading on a website, is a good way to offer more information to readers.
Increases Targeted Followers
Since the promoted information only appears with similar type information, it will be more likely to produce a lot more targeted readers.
Cons of Native Advertising
It Can Seem Deceptive
Many people who use native advertising use tricky headlines, and when a consumer clicks through they’re not happy, thus making it harder for more honest publishers to use native advertising. It’s guilt by association.
Seen as Unethical
Due to many dishonest and misleading headlines, native advertising as a whole can seem as unethical to some readers.
Publishers Receive Backlash
Often when a publisher allows native advertisements to appear on their website their traffic goes down, even as their revenue goes up.
Sometimes people misuse native ads as if they’re like the old-fashioned advertorials that appear in print magazines. This is not a good use for native advertising.
Google may Penalize Native Advertising
It has been found that Google penalizes publishers for including native advertising on its pages. However, Google is actually getting in on, native advertising itself so this may not be true.
Link to Google information – http://www.adexchanger.com/native-advertising-2/google-builds-out-native-ad-solutions-as-smaller-players-gain-speed/
As you can imagine, all forms of advertising have problems to overcome. People are just prone to dislike all advertising, even when it ends up helping them. After all, how would anyone find out about products that help them without advertising? Your job is to provide excellent materials so that your audience can find the solutions it needs.
In order to overcome the stigma of advertising of all kinds, it’s important for small business owners to not be tricky with headlines, to be straightforward about what’s going to be in the content, and to provide informative content that is helpful to your audience. If you seek to always under promise and over deliver, your readers will never be disappointed when clicking through your native advertising to find what you have to tell them about. It all comes down to giving your customers what they want and to stop trying to sell to them, all of the time.