Sponsored content and native advertising may have once been the proverbial red-headed stepchild of the content world, but those days are long gone. Today, most brands are embracing the power of native advertising and sponsored content (as well as their relative branded content). In fact, Inc. reported that nearly three-quarters of publishers and media outlets have published some type of sponsored content.
But are you left wondering just what native advertising and sponsored content actually is? We’ve got you covered. Native advertising/sponsored content is, putting it simply, content that is in line with a site’s editorial standards but is paid content from an outside advertiser.
Native advertising and sponsored content allow media outlets to become more of a platform for sponsored content, rather than one for cheesy, in-your-face advertisements like banner ads, which, let’s face it, simply don’t work. There’s also an opportunity for marketers to reinvent themselves as niche publishers and publishing partners using sponsored content, native ads, or both. (Read more on that from CSR Founder and CEO Colleen Jones here.)
Yet with sponsored content and native ads also comes the credibility question: How will publishing these types of content affect your content’s credibility, and more importantly, your readership’s opinion of you? And we can’t talk credibility without addressing “fake news.” How did sponsored content play a part in the meteoric rise of this politically-charged buzzword?
Learn more about sponsored content and native ads–and how they affect content’s future–in our fact sheet below.
“People are spending more time online than ever, thanks to the proliferation of mobile devices. People want content, not ads, online.” -Colleen Jones, Content Science Review
That also brings us to influencer content, which has grown exponentially in recent years. In fact, 7 out of 10 U.S. agency and marketing professionals advertise in influencer videos now, and 43% said they expected to spend more on the format in 2019. And, by 2022, the influencer marketing industry could be worth up to $15 billion, up from as much as $8 billion in 2019. But advertisers need to be careful. The Federal Trade Commission is concerned that “fake accounts, fake likes, fake followers, and fake reviews are now polluting the digital economy, making it difficult for families and small businesses looking for truthful information.”
Last Updated: March 16, 2021
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