Modern marketing trend: native advertising. Native advertising: cases Native advertising in Yandex

If you frown at this suggestion, you may not know everything about this tool. But it’s not the tool itself that’s bad, but its inept use. The main problem of native advertising is the thin line between good native material and “jeans”, which does not attract customers and does not inspire trust, but deals a double blow - immediately to the reputation of the brand and the site.

What is good and what is bad

Good native advertising is a gopher that we have never seen, but we know that it exists. This is why when talking about native advertising, disputes so often arise - whether it is it or not. For example, videos on YouTube with hundreds of thousands of views, where a child talks about new construction toys, is this an advertisement for a brand or a sincere hobby of the child? They are so natural that only those who take them know the correct answer.

Naturalness is what readers are used to seeing when visiting the site. Useful articles in the “how” and “why” format, industry analytics, cases, entertainment materials. This is what they are willing to spend time and attention on, and not on advertising.

Bad native advertising is always visible to the naked eye. If after reading the text or watching the video you are left with a feeling of deception, negativity, disappointment and at the same time the understanding that something is being sold to you, this is her.

The example of native material about the Church of Scientology, which appeared in the respected publication The Atlantic in 2012, has already become a textbook example. The text, published as regular news articles from a publication that readers are accustomed to trusting, talked about the achievements of the Church over 60 years, not skimping on admiration and listing exclusively positive aspects.

The publisher made several mistakes when posting the material:

• controversial religious topics,
• biased, evaluative presentation of material - propaganda instead of information,
• lack of useful and valuable information,
• violation of the main criterion of good native advertising - naturalness.

As a result, readers raised a storm - negative comments rained down on the publisher. I had to delete the material and write a letter of repentance, promising not to repeat such a mistake again.

Other publishers have also drawn conclusions: now the editorial policy of native advertising is strictly prescribed and monitored. The motivation is simple: if the media values ​​its reputation, it will monitor the naturalness of the native content. Those who know how to say a firm “no” to disguising advertising messages as news, as a result, receive both the respect of readers and cooperation with brands.

Disguise also includes the now popular storytelling with a call to buy at the end. This is another example when the tool itself is good, but is applied too bluntly. I’ll quote Katerina Eroshina:

The problem with jeans is that journalists and advertisers try to deceive the reader and “veil” the mention of a brand or product. But the reader most often sees and feels deception and is disappointed in the product or brand.

“Native advertising is a delicate matter. If you overdo it a little, it will have the opposite effect. I had a case where I developed a content marketing case. The goal was to show the unique interaction between brand experts, content strategist and copywriters. The brand's PR team approved the text, which included odes of praise to the brand's founders and heads of departments who interacted with copywriters. Some kind of press release came out. After the finalization, when all the curliness and beauty was removed, the work came to the fore. Brand training for copywriters, content creation chain. Without false words about the “founding fathers,” the case became bright, interesting, and received many views, reposts and other reactions.”

Nata Zayats, editor-in-chief of the WebPromoExperts blog

So again: say no to any disguise:

• cheap emotional storytelling with a direct sale at the end,
• cases with a vague description of what was done, without results, but with a “come to us”
• reviewing products with extremely positive features,
• press releases and amazing PR texts in the “we are very cool” style.

When there is a struggle for every second of the reader’s time and attention, no one will read this. The more difficult it is to distinguish the material from the editorial one and at the same time it works for the reputation of your company, the better the native advertising.

What does a good native look like?

So, you need material that is natural for the reader and the site - as similar as possible to regular media content and not like traditional advertising, not causing rejection and avoiding banner blindness.

Easy to say, but so easy to do? When preparing material, check yourself against this list.

Select a site

AND Learn the rules for posting on the site and the editorial requirements, look at the materials, find out the expectations of the audience. Make sure that the site’s readers overlap with your target audience, and that the resource has high traffic.

Determine the submission format

The most popular formats are branded content from the site’s editors, when your participation in the preparation of the material is indicated using the marks “partner material”, “sponsored”, “special project together with …” or an expert article from the “face of the brand”, when the article is signed with the name of the author with indicating its affiliation with the brand.

Formulate the correct task of the text

Wrong: for the reader to immediately go to our site and buy. That's right: so that the reader hears about our company, wants to learn more, and understands that we are experts in this matter.

Remember that the benefit for readers always comes first

In any of the three main manifestations: to inform, educate or entertain. Choosing one of the sides will help you decide on the format of the material.

Accurate data and non-judgmental presentation

Quality data, honest statistics, mandatory fact checking. Do not try to deceive the reader - in the world of accessible Internet, the truth will quickly emerge. Do not allow assessment and position “good” or “bad”, only reliable information that the reader himself will evaluate.

Check your brand connection

Are mentions and connection to the brand enough to make the material work? Communication should be unobtrusive, without a direct call to buy.

“The editors of the Netpeak blog publish guest posts from third-party authors. Sometimes they come to us for a topic, but most often they come with ready-made material. Sometimes the authors of guest posts place links to their resources and services in the text, sometimes limiting themselves to mentioning their place of work in the biography. We, of course, make sure that the text contains no more than one link to the author’s resource. If the text is unique, corresponds to editorial policy and solves an important problem for our readers, we will take it.

As a result, the most effective are detailed cases - stories of the development of a project or other people's projects with the help of the author's services. The authors get points from real numbers and open brand names. Such texts receive quite a lot of traffic from social networks, and then from search engines.”

Georgy Ryaboy,Head of Internal Content Department at Netpeak

Are there ideally correct native formats?

Director of the publication Meduza Ilya Krasilshchik, speaking at the Lviv Media Forum said that p Meduza makes approximately 80% of its money through native advertising. Therefore, we will begin the story about successful native formats with striking examples of this resource.

Affiliate Material Foxford online schools, answering popular questions from parents about summer education

Another example from Meduza is the use of native advertising in tests and games.

This material is not marked as an affiliate, but on the first page there is a mention of who helped prepare the test. Next - the game mechanics do their job

Digital publications, which have earned the trust of readers with useful profile information, choose the formats of expert articles, analytical materials, cases, and tool reviews for native advertising. Readers come for the “meat” and want to know everything about promoting a business on the Internet, so this is appropriate and natural.

However, here too the success of the native is determined not by the format, but by the content. Here are some successful examples.

An article on Cossa talking about brand promotion with the help of microbloggers, written by the PR manager of the Getblogger service, with a detailed algorithm of actions that meets the needs of readers

Review of the same service from the editors of Cossa - with specifics and without laudatory ratings

“Cossa offers a variety of advertising formats, and almost all of them are native. In native advertising too many formats , so we prefer to call the formats in more familiar and understandable terms: advertising article, advertising in the block of recommended articles, post on social networks.

At the same time, the commercial department has to balance between the wishes of the advertiser and editorial policy. The fact is that not all advertisers have understood the essence of modern advertising formats; some still want to publish something like “we are the best,” thereby losing to those who produce high-quality articles. All this needs to be explained.

When they come to us with a ready-made advertising text, the editors usually finalize the material so that the advertising really attracts attention and brings benefits. Sometimes we get contacted by companies that want to advertise services or products on Cossa, but don’t know how. Then we do everything: choose the appropriate format, write a good article, come up with a special project. There are many options."

Roman Skrupnik, Cossa editor

But this is not the best example of native advertising. An article about why working with a large agency is better than working with freelancers, with conditional examples that do not inspire confidence (but I would like numbers), written from the perspective of a man in a white coat and an unambiguous assessment and conclusion.

And yes, with an appeal at the end

Here is a good example from vc.ru. The topic and purpose of the text are similar to the example above, but the presentation is completely different.

Thisstory , which you want to read, starting from the title

And by the way, about stories. Unlike stories with an immediate offer to buy, which the further you go, the more they will cause rejection and negativity among readers, here is an example of native storytelling that works for the brand.

In its history , published on “It’s Interesting to Live,” Elena Rezanova talks about how she decided to make drastic changes in her life and gives advice to readers on what can help along the way.

Moreover, the only time it is mentioned what she does is in the caption to the author’s name at the beginning of the article

Stories inspire, give emotions, entertain. This is also beneficial and positive for your brand, if you don’t kill it with clumsy advertising. Stories should be natural, not rubbery and made up from thin air. Write them when it is no longer possible not to write them.

If you decide to include native advertising in your brand promotion strategy, don’t forget about other working formats:

• expert comments,
• videos,
• memes and infographics,

• Flipping through the pages of glossy magazines, you may periodically come across direct advertising, and sometimes hidden ones.

  In the first case, everything is immediately clear; they tell you straight away what, where and when to buy. And in the second case, everything is much more interesting, since the material does not look like advertising, it is even useful in some way and you want to study it without a gun to your head.

  native advertising without smart people

  But to achieve it, you need to clearly distinguish between the idea and the “. To get results here and now, you need to focus on the second.

  Examples of native advertising

  Let's now see how this is applied in practice and consider different types of native advertising. I am sure that you will come up with a couple of ideas on how to adapt them to your business.

  Moreover, all the examples are completely suitable for an ordinary classic business, so you can immediately put the phrase “Everything is specific with us” into the back drawer.

  1. Product reviews

  Review example

  This is where this article originated, and what every more or less active user of the social network Instagram sees every day.

  It seems like an ordinary post from one fit girl who is “bragging” about a sports corset to reduce her waist. True, links to accounts give off an advertising message.

  I’m sure some of the readers who follow her followed these links and ordered corsets to be just like her.

  After all, if you see an expert or trust a certain person, you will also be loyal to the company for which he has put in a few words. Therefore, the very idea of ​​promotion through leaders is very strong.

  2. Sponsored articles

  
  Example of a sponsored article

  You can agree with a certain platform so that they write an article on a topic suitable for you, and you tactfully fit between the lines with your proposal.

  For example, as they did in the example above, tablets for stomach pain. And as you may have guessed, the article was written specifically for the query “Stomach hurts.”

  
  Article from a partner

  Or another example of a custom article above. But where it is already stated without hesitation that everything was written by the partner/sponsor of the resource.

  
  Native advertising in a magazine

  The final example from the topic “Native advertising in magazines”. By the way, this is our leader in the photo more than 4 years ago. You can even see our very first logo at the end of the article. In the material itself there are no calls to come to our company, but we simply talk about a non-competitive business model.

  3. Advertising in the news feed of social networks

  Advertising in Len

  For example, the picture shows native advertising on social networks, namely on Facebook, and this is also native advertising.

  The fact is that I recently looked at promotional camp sites on this discount site, but I didn’t buy it. And here is the result.

  They catch up with me with the proposal that I was looking at. But we call this advertising native for a reason; it is shown in the news feed in groups about recreation, where I periodically go, and there it looks quite logical and not aggressive.

  4. Product placement

  
  Example of product placement

  Here we are not talking about 100 thousand rubles of advertising budget per month. Large companies with huge budgets can afford such projects and prices.

  This video ensured sales of talking hamsters to the E5 online store for six months in advance (for example, on the first day of its release, 6,000 units of the product were sold out).

  And as you can understand, the video was shot for literally 3 kopecks and there is not a single call in it to buy this toy.

  8. Video embed

  
  Video embed example

  In the example above, you see how the Binoma company integrated its advertising into a video by another author on the topic “Stock market for beginners.”

  Briefly about the main thing

  Yahoo research suggests that the share of such advertising by 2020 will be 56% of all advertising in Europe.

  And I completely agree with them. She is invisible, natural and unobtrusive. And yet it is everywhere: in books, the Internet and films.

  If we were to give advice on the use of native advertising for business in Russia, then I would advise you to make part of your advertising exactly like this.

  The main idea is to choose the right platform for native advertising so that it is at the intersection of conventional advertising and. Then the result will exceed all expectations.

  But you also need to not be a fan of the idea of ​​making all advertising as inconspicuous as possible, because you shouldn’t be embarrassed about what you’re doing.

  You need to look for a fine line so that people don’t swear at “selling”, but at the same time clearly understand that they need to take action in the direction of your product.

  In the previous publication, we reviewed a tool that appeared in the arsenal of marketers relatively recently - .

  One of the platforms where you can independently and very quickly launch native advertising (the one that appears in the news feed) is the social network VKontakte. Today we’ll talk about how to set up native VK advertising.

  How to properly set up native advertising in VK?

  There are two ways to create native advertising on VKontakte.

  The advantage of the first approach is that a post from the community will gain likes and shares, and all this will have a positive effect on the attractiveness of the community.

  The second approach should be used when you do not want advertising posts, for example, due to the fact that there will be a lot of them, to not spam the news feed.

  

  On the page that opens, select “Promote posts.”

  

  A window will open where you will need to click “Create entry”.

  

  After choosing the community that you will advertise, you can proceed to creating the advertising post itself. Write the text, insert a picture and a link if necessary.

  

  

  Finally, you can choose which button will appear in the post. If you use a button, the maximum text length in a post is 220 characters. If the button is not needed or you want to place longer text, click on the cross to remove the button from the entry.

  Natural (native) advertising is unobtrusive, corresponding to the format and functions of the platform on which it is placed. As a rule, this includes branded materials on the pages of publications. The CPU has compiled a selection of successful examples of such content.

  The main advantage of Native Ad is that the user perceives it like any other content posted on the resource; his brain does not block sections of the page, as is the case with banners. Marketers, speaking about this advertising mechanism, note its ability to control user attention and stand out among other advertising messages.

  According to a report from research firm eMarketer, spending on organic advertising on social media will reach $5 billion by 2017.

  The New York Times and Netflix

  The American film and TV series provider Netflix sponsored an article on the website of The New York Times newspaper dedicated to the lives of imprisoned women, including statistics and expert commentary. There is only one mention of an advertiser in the material - when the journalist gives the floor to the author of the memoir “Orange is the New Black” Piper Kerman, who inspired Netflix to create the series of the same name.
  

  Since the article fully corresponds to the format and nature of the publication, the content does not look advertising. In addition, the advertiser successfully played on positive associations: “This represents Netflix ... as a company that really cares about this topic,” Tom Foran, revenue manager for the advertising platform Outbrain, shared his opinion in an interview with Mashable. According to him, this material shows that Netflix understands the real problems of society and can truthfully show them to viewers in its video products.

  Buzzfeed and Game of Thrones

  

  Buzzfeed, where organic advertising has traditionally been part of its overall content, ran an ad titled "How would you die in Game of Thrones?" The user is asked to take a test and answer a series of questions (“What is your greatest fear?”, “What is your idea of ​​heaven?”, “How will you be remembered?”, etc.), after which an answer with an explanation appears.

  The test fits perfectly into Buzzfeed's interactive format, which specializes in entertainment content. Users of the resource have an extremely positive attitude towards such advertising and, judging by the number of positive responses, do not even notice that the materials are branded (or they don’t care).

  The Atlantic and IBM

  

  The website of the news and analytical publication The Atlantic created a section on business improvement, divided into several sections, including “Mobile”, “Clouds” and Big Data. IBM managers regularly published materials with interesting statistics and infographics from their research. As a result, they managed to create a series of materials that should help entrepreneurs improve the performance of employees, optimize business processes and achieve greater results from their projects.

  College Humor and VitaminWater

  As part of the advertising campaign for the Vitaminwater brand #makeboringbrilliant, a video was published on the humorous site College Humor in which a beggar on the subway begins to behave completely differently from what is expected of him. A man with a paper cup enters the carriage and asks for attention, but instead of complaining to others about the injustice of fate, he begins to brag about how great his life is. He talks about his house with a swimming pool, his great job at a financial institution, and his smart daughter. When the passengers start laughing, he asks them to congratulate him and high-five him.

  This video was part of a series of video clips where a team of actors perform pranks to show how a boring subway ride or an ordinary visit to an exhibition can turn into a real performance.

  The Onion and White Wing

  The advertising content of the alcohol brand White Wing is made in the style of a comic news report about the sudden appearance of birds that look exactly like beer bottles. An excellent example of how a platform controls the content of an advertising video - if an advertiser wants to be placed on The Onion, he will have to accept the rules of the resource, which positions itself as a satirical news agency.

  Progress leaves its mark not only on the capabilities of modern devices, the speed of information exchange, diversity in the market of goods and services, but also on people’s perceptions. If previously banners, as an advertising tool, really worked and increased sales conversion, today their effectiveness is steadily declining. Today they have been replaced by native advertising.

  What is native advertising?

  Gone are the days when good advertising was considered to be the one that was most noticeable. Internet users are simply tired of endless pop-ups, flashy banners and weird teasers. They want to make their own decisions without imposition. This is why native advertising today can be found on radio, television programs and, of course, on the Internet, where its importance is still underestimated.

  Latest statistics

  To study the effectiveness of marketing tools, statistics are conducted to analyze their main characteristics. And according to the latest data, which was announced at the end of 2017, there are several interesting facts about native advertising:

  • Business Insider predicts that organic advertising spending will grow to $21 billion by 2018.
  • The largest segment is on social networks. Expected growth is 200% within 2-3 years.
  • The most sponsored form of ads is written content. It accounts for 69% of total brand promotion expenses.
  • Sponsored content is expected to be the fastest growing micro-segment of native advertising. This includes posts on blogs or social networks published by authors on their own behalf, but paid for by brands.

  Types and formats

  There is no clear classification of native advertising yet. The fact is that marketers are still debating where the line is between sponsored content and organic advertising. However, having studied the market, three main types can be distinguished:

  • Custom content. Custom content can be expressed in all possible advertising formats. The very first, most famous and most expensive is hidden PR in films and TV series, when the main character uses products of a certain brand. A more budget-friendly option is a custom article on a well-known blog.
  • Recommended content. An offer to read a similar article or watch a video is not a sign of concern for the user, but the same as native advertising.
  • Posts on social networks. Social networks are the leading platforms in terms of the amount of hidden commercial material. This is explained by a high conversion rate with relatively low advertising campaign costs.

  As for formats, they can be expressed in anything - photo, video, audio recording, text. Basically, the format depends on the placement site. For example, for YouTube video hosting - video advertising, for Instagram - photos, for a blog - informational article.

  Advantages

  The budget for natural promotion is constantly growing. Native appeared in the world of marketing as a new trend and began to develop at breakneck speed. This is due to a number of advantages that advertisers have already appreciated.

  Advantages:

  • A large number of formats. Native advertising can contain photos, videos, links and other components necessary for full brand promotion.
  • High viral potential. Because organic advertising is based on interesting content that is non-committal and non-coercive, rather than focusing on a brand, users share it with friends more often.
  • Multiplatform support. If just 10 years ago the PC was the main device for accessing the Internet, today it shares the leading position with the smartphone. Moreover, in some social networks, the mobile audience makes up more than 50% of the total traffic. Therefore, modern advertising should be displayed equally well both in full-format version and in mobile on all kinds of operating systems: IOS, Android, etc.
  • No impact of banner blindness. IPG Media Lab conducted a study that found that the average viewing time for a regular article and native advertising is the same. This means that it doesn't make people want to quickly scroll through the page and ignore the content on it.
  • Impossibility of blocking by third-party programs. Programs such as AdStop, AdBlock and their analogues can block banners, hiding them from the user's view. Native advertising is immune to such software, so it cannot be disabled. The only thing that can get into the filter is media content posted on a web page (photo or video).
  • Increasing user loyalty. Internet users have not yet learned to clearly distinguish native content from regular content, since it is not so intrusive. Therefore, due to the absence of aggressive advertising, loyalty and trust in the brand increases.

  Accommodation sites

  Native advertising appeared in the 19th century. Then the only platform for its placement was printed publications - newspapers, magazines, brochures. But a little later radio, television appeared, and then the Internet. And there are many more platforms for posting commercial material. If we talk purely about the Internet space, there are several types of them:

  Native brand advertising on social networks

  The main feature of natural advertising placement is that it is located where people want to see it. For example, in the news feed of social networks. But, despite the fact that all social networks are somewhat similar to each other, the mechanism and format of posting in them is strikingly different. To verify this, real examples from the most popular resources are presented here.

  Advertising on VKontakte

  Native VK advertising is published as an independent post in communities where it looks most organic. But before buying a publication, you look at not only the topic of the group, but also the coverage of the target audience. Especially if the product being promoted is quite specific. But still, the effectiveness mainly depends on the method of delivery. The most successful version of VK includes the following post:

  "13 Unusual Ways to Use WD-40."

  This post appeared in the Men's Magazine community. It suggested considering ways to use industrial lubricant WD-40 in everyday life, which aroused curiosity among the group’s subscribers and others. Since the post did not contain any obvious advertising, it was reposted free of charge even by uninterested third-party communities.

  Native advertising on Instagram

  Due to the special format of the Instagram social network, it mainly uses custom content as a tool for brand promotion. The mechanism is simple: the company, focusing on its budget, selects an account in which it would like to advertise its brand. We told. Next, the owner of this account publishes the most natural post about the product with a link to the advertiser. A standard sample looks something like this:
  

  Native advertising on YouTube

  Natural promotion on the most popular video hosting is represented by small sponsored videos. They can be both amateur and professional with a minimal reminder of the brand. It usually appears in the last seconds of the video or is completely absent if the product being filmed is recognizable. A big plus in placing native advertising on YouTube is that it has the highest potential to become a . For example, for this video, advertising appears 10 seconds before the end of the video.

  Advertising on the myWidget platform

  In 2017, the company introduced a new format of native advertising – “Article”. Now advertisers can place a link to their content in “Read also” blocks on the largest Russian websites. Articles published on Mail.Ru projects (Odnoklassniki, VKontakte, etc.), as well as on third-party web resources, are available for promotion. This is what it looks like:

  Native advertising in Yandex

  Yandex is one of the largest advertising placement services. The main specialization is contextual advertising in its own search engine and YAN. Many people prefer to advertise their brands in Yandex, since the service has extensive capabilities for setting up advertising campaigns.

  Ads in Yandex occupy the first and last 3–5 positions in search results. These ad units can easily be classified as native. They blend perfectly with the rest of the links and do not divide the page into several parts.

  In addition, Yandex Direct has a new opportunity to place native advertising in mobile applications. It looks as natural as their original content. But at the same time, advertisers have access to all the advantages of contextual advertising: they can set targeting and impression times, analyze statistics, etc.

  
  Native advertising in the Yandex Images service

  Native advertising offline

  Of course, natural advertising also exists outside the virtual space. And on a very large scale. But oddly enough, she doesn’t annoy people because she doesn’t force herself on anyone. With large-scale marketing campaigns, firms work simultaneously on two fronts - online and in real life. Moreover, offline placement has its own nuances that must be taken into account.

  Natural newspaper advertising

  The principle of how to make native advertising in a newspaper is radically different from publishing custom content on a blog. The fact is that for all serious print media, reputation is the highest value. Sponsored material must comply with editorial policies, which may severely limit the rights of the advertiser. The same will apply to the customer when working with reputable news portals.

  Native advertising in a magazine

  Glossy magazines have not yet lost their relevance and, like online publications, can especially influence the target audience. The format in magazines can be different:

  • Special projects.
  • Sponsored articles.
  • Hidden PR of products with the help of models, stars, interviewers.
  • 29 million contacts with the target audience;
  • 527 applications for participation in the project;
  • 30 thousand unique visits to the project page.

  It is clear that the goal was achieved. VERTEX UNITED introduced a wide audience to the specifics of its activities and created a positive image for its potential clients.

  In film and television

  Advertising in cinema and TV is classified as sponsored content. This is an expensive type of promotion that only very large brands can afford, such as Audi, Omega, Nike, etc. Most often, it is implemented through product placement.

  Product placement is a hidden PR technique when the props used for filming have a real commercial counterpart. If the filming of television programs or films is not sponsored, trademarks, icons, logos are hidden from the eyes of viewers.

  Despite all the successful examples, there are also failures in the history of marketing associated with native advertising. For example, in 2012, the famous magazine The Atlantic published an article that praised the work of the leader of the Church of Scientology. This caused a wave of indignation from regular readers, so the article was forced to be removed 11 hours after its publication. Of course, this dealt a huge blow to the reputation of the reputable publication.

  Cost of native advertising

  Before talking about the cost, you need to decide on the site for placement. The cheapest place for natural brand promotion is social networks. Moreover, in terms of efficiency they are not inferior to all other web resources.

  • Post on social networks – from 100 to 5000 rubles.
  • Custom post in an opinion leader’s account – from 1,000 to 150,000 rubles.
  • Blog publication – 500 to 50,000 rubles.

  If you order advertising on specialized exchanges, platforms or well-known agencies, then the price per click (view) will be formed according to an auction principle or according to a clearly established price list. It is also possible to publish promotional content directly through the site owner. Many reputable online resources have set prices for services that relate to the development and publication of native advertising.

  How are natural ads flagged?

  Advertising on the Internet really has many gaps at the legislative level. For example, television commercials have restrictions on time, number of broadcasts, and censorship. And on the Internet, marketers are allowed everything... Well, or almost. There are clear rules for its designation that absolutely cannot be ignored.

  • Broadcast in blocks.
  • Stand out from the general material of the page using optical or acoustic means.
  • Comply with the requirements and principles of the Law “On Advertising”.

  If you look at the ads in the search results or the “Read also” blocks, you can see that everywhere there is a mark “Advertising”, “Affiliate material”, etc. But even if there is an appropriate mark, by definition of unfair advertising, an advertisement should not lead the user into delusion. But, as practice shows, this rule is always violated. To prove this, it is enough to recall the widespread banner of the Amigo browser.

  Strict advertising requirements are not unique to Russia. In European countries, the legal regulation of advertising activities is based on the European Convention on Transfrontier Television, which also requires that advertisements be separated from the general content of the page.

  Books and literature

  Unfortunately, there is no literature yet that would provide a comprehensive excursion into the world of native advertising. The fact is that native adds, as a new phenomenon in marketing, is still forming its shell and only a few authors were able to describe their understanding of this marketing tool.

  1. Native advertising: A guide.

  This guide was published only in October 2017, so for now it exists in its original version, that is, in English. It defines native advertising, describes its types and mechanism of action. The author also explains why its role in internet marketing will continue to grow. His opinions are based on real-life examples, interviews with marketing leaders, and statistics from recent case studies. In addition, the book contains many useful first-hand tips for both professional marketers and beginners.

  1. The advantage of native advertising: creating authentic content that revolutionizes and drives revenue growth.

  Another English manual available on Amazon. Its release also dates back to 2017, so the material described is as fresh and relevant as possible to the latest market trends. The book explains why native advertising is an effective marketing tool and how to use it to create new sources of income. The author provides justifications and ready-made cases for its implementation, supported by interviews with leading marketers from GE, Intel, HP and ConAgra Foods.

  1. Advertising undercover: Native advertising, content marketing and the secret world of online promotion.

  “Undercover Advertising” is the first Russian-language book dedicated specifically to native advertising. The author is a professor of media studies with extensive experience in marketing. In her book, she explains in detail why the market has focused all its attention on native advertising, and what the future holds for it. Also in the annotation, Mara promises to teach how to create and design exciting content in which it is impossible to recognize the advertising background. How useful her course will be can only be said after reading it.

  Not really