You may see this when you come across a sponsored post but the issue lies when publishers do not disclose this information from the beginning which is why the FCC and IAB are making an attempt to define rules for native advertising.
The difference between native engagement and native advertising is mostly centered on transparency.
Visitors (or customers) come to expect the information they are consuming is truthful and unbiased.
Where the two diverge
Native advertising has used a variety of methods to display sponsored information:
- Paid search units
- Promoted listings
- Recommendation widgets
These ads are essentially designed and assimilated into the content to make the viewer believe they belong. In some right it is forceful and can be abused depending on the ethical nature of the publisher.
Native engagement, on the other hand, aims to provide an active experience (rather than passive) that is transparent to its viewers. This form of engagement is driven by 100% opt-in participation which discloses the intentions upon its first introduction.
The goal is to provide reward for a users’ interaction with an ad.
The interactive elements of native engagement are less sales-oriented and place focus on delivering an enjoyable experience (which builds loyalty) in exchange to user information which can be used to cater a greater experience (or focused on other business initiatives).
You can imagine the two like this:
- Native advertising is about the impressions and reach
- Native engagement is about interaction and actions
One way we see native engagement being introduced into platforms and content is through gamification which adds a game-like experience to the subject.
- It could be a contest which requires participants to submit videos
- It could be a flash game that also encourages others to play via multiplayer
- It could be fun quizzes (that also happen to pull data for the business development)
Users are welcoming to engagement which uses this gamification because it adds a layer of entertainment and reward for their interaction unlike native advertising which is somewhat pushy and too direct (especially on social platforms).
In all, it’s apparent that native engagement has a higher effectiveness rate versus native advertising. Your campaigns are transparent (helps with trust), flexible (working within scope and knowledge of a platform), and scalable (pulling data from participants to refine future strategies).
To succeed in this world of native engagement you need the skills, expertise, and know-how for the platforms of your choice. adQuadrant can lend you a helping hand through years of combined insights and understanding of paid and social platforms. Learn how we can take you out of the difficulties imposed from native advertising and into a bright future.