Gini Dietrich

How Native Advertising Will Affect Public Relations

By: Gini Dietrich | January 7, 2013 | 
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It’s likely not going to come as a surprise to you to read nearly everyone knows how to click past banner ads, watch the required five seconds of an ad before skipping it to go on to a video, click out of pop-up ads, and fast forward through commercials during television programs.

Combine that with the fact that we’re spending more and more time on the social networks and this year proves to be an interesting time for communicators.

Native advertising is a term you’re going to hear a lot about this year and it’s going to affect how you create content.

You already see some of this through Promoted Posts on Facebook and Sponsored Tweets on Twitter because many PR professionals are charged with both. Now the lines between advertising, communications, and marketing blurs even more.

Examples of Native Advertising

Native advertising integrates high-quality content (what I’ll refer to as pull marketing vs. push marketing of the traditional mediums) into the organic experience of a given platform.

This means the content is so complementary to the user’s experience on the platform, it doesn’t interrupt the flow. People are willing to comment, like, and share because it feels like it belongs there.

For instance, Jay Peak, a ski resort in Northern Vermont, asks skiers to tag Instagram photos that best exemplify what they love about the mountain. It’s user-generated, visually compelling content.

Of course, there has to be a separate strategy for native ads, themselves, but as communicators we have to think about how we create content that integrates with our sister disciplines.

Implement Native Advertising

To implement native advertising, we have to think about a few things:

  • Do our users trust us?
  • Does the brand have integrity online?
  • Who is the best person (or team) to implement this?
  • Do we need journalists, designers, and media buyers on our communications team?
  • Should we outsource some of the content creation in order to keep things fresh consistently?

Too often, organizations use the social networks to push their messages out, like they’re accustomed to doing through traditional methods. Native advertising requires a complete shift in thinking and it won’t be easy…particularly with those clients or bosses who are used to leaving messages in the marketplace for a year or more.

Today you can’t leave a message out there for five minutes, let alone an entire year. Some of you may already be doing some education around how to be social and engaging on the social networks.

Take that a step further in 2013 and implement native advertising into your communications programs.

A version of this first appeared on the Airfoil blog.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

Trackbacks

  1. […] that goes to show is the leaders of the industry still don’t find value in content, social, native advertising, or the hybrid model of paid, earned, and owned […]

  2. […] Should Work Together Gini Dietrich | Email | No Comments Earlier this week, we talked about native advertising and I got everyone worked up into a tizzy. Most of the comments were centered around, […]

  3. […] start creating native ads ASAP or find themselves replaced by content creators and media buyers. (Here’s a great post on the issue from our friends at Spin […]

  4. […] or they’ll find themselves replaced by other third-party content creators and media buyers. (Here’s a great post on the issue from our friends at Spin […]

  5. […] by a special class of people commemorating police code for marijuana busts, has gone native. Native advertising, that is, and it’s using this approach to earn media. The fast food company started […]

  6. […] still think social business is a buzzword (as well as “native advertising,” which Tom Martin correctly took me to task on), but I understand the need for […]

  7. […] wrote an entry about native advertising that explains it well.  To read Gini’s blog post, check it out here. I do love the reference to Jay Peak, that super wonderful ski resort in Vermont, which propelled […]

  8. […] a new form of advertising, native advertising, that is subtle and blends with other content in this post about how native advertising will affect public relations (read the comments, too). Gini’s description of native advertising sounds like the ‘branded […]

  9. […] has been some debate on where ad agencies and PR firms fit into this new equation as what is needed is publishers to create and publish […]

  10. […] decided to try and find out more, I happened upon an article for Spin Sucks, in which Gini Dietrich talked about native advertising as something that would change the way […]

  11. […] marketing efforts.  Vermont ski resort, Jay Peak, did this by encouraging their users to tag Jay Peak in their instagram photos describing what they love about the mountain. The mention of Jay Peak is […]

  12. […] marketing efforts.  Vermont ski resort, Jay Peak, did this by encouraging their users to tag Jay Peak in their instagram photos describing what they love about the mountain. The mention of Jay Peak is […]

  13. […] calm selling efforts.  Vermont ski resort, Jay Peak, did this by enlivening their users to tab Jay Peak in their instagram photos describing what they adore about a mountain. The discuss of Jay Peak is […]

  14. […] weeks ago Gini Dietrich published an article about native advertising and its impact on public relations. The article was received with a bit of a boom, causing marketers and PR professionals alike to […]

  15. […] lines begin to blur even further – and PR pros look to things such as native advertising and sponsored content – it’s important to keep our ethics in […]

  16. […] with the name. Its website was what I would expect from any high-end magazine: Editorial and advertising opportunities, well-written content, and an editorial calendar that included a fall issue focused on […]

  17. […] has been some debate on where ad agencies and PR firms fit into this new equation as what is needed is publishers to create and publish […]

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