At the gates of 2020, native advertising and branded content have become an advertising strategy of great value and effectiveness. According to the I Study of Content & Native Advertising by IAB Spain, 6 out of 10 professionals declare that branded content and native advertising improve results and are an interesting alternative to market saturation.
As the native advertising sector matures and develops, professionals increasingly have more knowledge and tools to improve results. For this reason, in this manual we are going to give an in-depth review of the objectives, metrics, advantages and formats of native advertising in 2020 , based on the White Paper on branded content and native advertising recently published by IAB Spain. Do you want to know better the particularities of Native Advertising ? Click here and download our free ebook . Native advertising manual metric objectives advantages and formats 2020 Objectives of native advertising Native advertising is based on approaching users in a more natural and less invasive way, through content that is useful to them.
This utility can be given through information, entertainment or training. The rise of this type of format is related to a saturated advertising market, in which consumers receive an average of 5,000 messages every day. Faced with this situation, many choose to install advertising blockers on their devices: it is estimated that there are already 419 million mobile phones with adblocks . We can distinguish two main objectives of native advertising: branding and performance. As far as branding is concerned , native advertising seeks to generate notoriety and brand presence among the target audience through an integrated presence in the media and channels they usually use. Being perceived as useful content, these formats do not generate the rejection or saturation of display advertising and other "traditional" solutions. In terms of performance , the aim is normally to generate clicks on the promoted content, so that they translate into traffic to a destination web page of the brand and there they can become leads. In any case, the desired action on the consumer will depend on the global business objectives of the brand.