The difference between Native and Content
Let’s say you’re looking for a recipe for chocolate mousse. You find a selection of recipes on a website and between a couple of them, you’re served a recipe ‘sponsored by’ a chocolate brand. I’m going to guess that you’ll be less likely to find this creepy and more likely to find this useful – it’s sitting within the page at the time you’re searching for the recipe (right message, right person, right time, blah blah).After making the chocolate mousse (the likelihood you’d have used the brand advertised is unknown), you’re browsing Facebook. You see your friend has shared a video of what looks like a gorilla playing the drums, pretty weird but relatively entertaining (it beats baby pics anyway), a minute later you find out it is produced by Cadbury but you decide to share it.
As I’m sure you’ve guessed already, the ad within the recipe feed is an example of native advertising and the video on Facebook is content advertising.
Native advertising provides some sort of value to the consumer but the primary goal is to sell the brands products or services. It’s a little more explicitly salesy than content marketing but the key is that it sits within a relevant context.
Content advertising (or content marketing) has a primary aim of providing the consumer with useful bits of info so that the brand is valued enough to remain as a top contender when it comes to purchasing time. I mean, let’s be honest, I’m writing this blog to either entertain (unlikely) or inform (hmmm, maybe unlikely) you in the hope that you’ll see us as a preferred rich media (including native formats may I add) provider.
I believe, native is the mechanism that can promote increases in content consumption (if you’re creative) or product info (if you’re not).