Native Advertising: A Meaningful Way to Break Through the Clutter

Native Advertising: A Meaningful Way to Break Through the Clutter

Native advertising provides valuable information to audiences when they’re most receptive to it.

Anyone who runs in marketing circles has probably heard the phrase “banner blindness”, and most people (marketing circles or not) suffer at least occasionally from the phenomenon. Banner blindness refers to the fact that consumers today are so inundated with display advertisements, particularly during online content browsing, that they’ve both consciously and subconsciously started to tune out many of these pieces of paid communications. That’s a challenge for marketers. How can you connect with consumers if they’re ignoring – or even actively avoiding via the use of ad blockers – your messaging?

Enter native advertising. In a nutshell, native advertising is material in a publication that resembles editorial content but are, in fact, paid placements by advertisers to subtly promote their brands or products. Native advertising goes by many names: sponsored content, branded content, advertorials and more. The tactic is by no means new to the ad biz, but it is an increasingly relevant and effective method of combating the rising tide of banner blindness. Native advertising, when done right, breaks through the ad clutter and provides valuable information or entertainment to audiences when they’re most receptive to it.

This heightened ability to connect in meaningful ways with potential customers has driven tremendous growth in the native digital display ad category to an expected $28 billion in 2018 in the U.S. alone. Native advertising takes many shapes: articles, videos, images – whatever form of content is most appropriate for the environment in which it is running. By far the most prevalent form of native advertising is within social media platforms such as Facebook and Twitter, where promoted posts and tweets appear directly within users’ feeds.

Regardless of placement, the requirements for successful native advertising remain consistent: The content within and linked to from native ads must be authentic, deliver value to their intended audiences and be well-aligned with the themes and audiences of the content that surrounds them.

Proper execution of native advertising campaigns requires investments in unique, valuable content creation. Such creation can prove challenging for marketers who are tasked, day in and day out, with keeping larger advertising engines running. Fortunately, native advertising need not be a do-it-yourself initiative. There are many options out there for partners who can help and campaigns can vary greatly in scope according to budget and goals.

Content studios, ad agencies, local media companies and other ad services providers, including Sound Publishing, can help companies take advantage of native advertising to grow their businesses. In fact, here at Sound, all we need to know is your desired audience and what you’d like your campaign to accomplish. Then we’ll handle the rest – from creative to native ad placement to reporting.


Talk to us

Please share your story tips by emailing editor@covingtonreporter.com.

To share your opinion for publication, submit a letter through our website https://www.covingtonreporter.com/submit-letter/. Include your name, address and daytime phone number. (We’ll only publish your name and hometown.) Please keep letters to 300 words or less.

More in Marketplace

In-person or online, you can safely shop and take out from businesses right here in King County, including Quarterdeck in Des Moines.
Stay local, shop local and be a part of the recovery

Staycation opportunities abound in King County

Derek (left) and Marshall from the Big Brothers Big Sisters of Puget Sound, on an outing last year. The mentorship program came to the Enumclaw Plateau region for the first time in 2019.
Local mentorship helps both ‘Bigs’ and ‘Littles’ find joy in hard times

Online UNO, digital princess dress-up and other virtual fun in Enumclaw Plateau program’s pilot year

In-person or online, you can safely shop and take out from businesses right here in King County, including Quarterdeck in Des Moines.
Stay local, shop local and be a part of the recovery

Staycation opportunities abound in King County

More than ever, people are embracing staycations as a way to get out of the house safely and enjoy the best our region has to offer. Businesses like The Mint in Enumclaw have adapted to serve patrons safely, providing takeout for those wanting to enjoy their favorite flavors at home.
Sensational staycations start right here!

Mask up, support a local business, and be a part of the recovery

Comcast Corporation has launched the Comcast RISE program to help strengthen and empower Black, Indigenous, and People of Color (BIPOC)-owned small businesses hard hit by COVID-19.
Covington small businesses with diverse owners may now apply for support from Comcast RISE

Get marketing consultations, media placements, commercial creative production or technology services

More than 30 different community hubs in Washington state will be equipped with WiFi-connected “Lift Zones” over the next few months to help students get online, participate in distance learning, and do their homework.
Comcast Lift Zones to help to bridge the digital divide for ‘at-risk’ students in Washington

Comcast launches 30 WiFi-connected “Lift Zones” in Washington, including 10+ locations in King County

With Reber Ranch’s seven full-service dog wash bays, why wash the dog at home when you can leave the mess to them?
If you have pets, it’s time to re-discover this one-stop-shop!

Your go-to choice for all your animal needs is Reber Ranch

Sweaty, mindful, heart-pounding community building
Sweaty, mindful, heart-pounding community building

Covington alum comes home, and builds her favorite fitness studio

Got your back: Tech innovations bring patients the highest standard of chiropractic care
Got your back: Tech innovations bring patients the highest standard of chiropractic care

From ‘party hats’ to powerful diagnostic technology…what to expect from a visit to the chiropractor

Find beauty right in your garden this spring!
Find beauty right in your garden this spring!

With contactless delivery options, Cedar Grove helps you get in your garden this spring

While people may be staying closer to home right now, nutritious and delicious meals are as close as Gourmet Meals to Go, delivered right to your door.
5 simple steps gets custom, restaurant-quality cuisine to your door!

We might not be dining out much right now, but that doesn’t… Continue reading

Discover 6 beautiful botanical spaces in this garden paradise
Discover 6 beautiful botanical spaces in this garden paradise

We know the Pacific Northwest is a gardener’s – and garden lover’s… Continue reading