A few weeks ago, The Content Pulse dove into the various definitions of Content Marketing’s doppelganger, “Native Advertising”. Today, we’d like to add one more definition to the list courtesy of a recent Digiday article featuring Stumble Upon’s Jack Krawczyk.
Krawczyk thinks “of [native advertising] as the right to become part of the user experience, versus advertising in the past has been paying for the right to interrupt the experience.”
Krawczyk hit the nail on the head. The real value of Native Advertising lies in its ability to avoid disputing the user during their online experiences. In fact, a new research study, co-commissioned by online advertising technology companyAdKeeper™ and WPP’s 24/7 Real Media, reports that the top reason people don’t click banner advertisements is because they do not wish to be taken away from their current online activity.
The uninterrupted experience is a pillar of content marketing and for the most part, the industry as a whole has acknowledged the value that this strategy brings to reaching your consumer. As marketers and as consumers we can only hope that more brands choose to embrace content marketing, be it native advertising or other various forms. As we know and as Krawczyk states, “content is the connective social fabric of the Internet.”