Some disadvantages of native advertising
Posted: Wed Jan 29, 2025 3:58 am
It is already clear that native advertising has a lot of advantages, but it is not without its disadvantages.
Complicated and expensive
Since native must fit into the general environment of the resource on which it is published, it is simply impossible to come up with one universal option for several promotion channels. The advertising idea itself, design, text, USP will have to be adapted to each specific site. And this, as you know, takes time and significant financial attorney email list investments. Moreover, you need to spend money not only on creating content, but also on testing, analysis and numerous adjustments to the advertising campaign for each of the sites.
Lack of scaling
Since there is no universal native advertising for several sites, it is quite difficult to scale. One option is to publish native on one of the sites and generate traffic to it using promo blocks placed on resources with similar themes.
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Almost no one knows how to do it
The idea of native advertising appeared relatively recently, and therefore there is simply no clear mechanics for its creation. Of course, the development of the plot can be entrusted to experienced specialists, but even this does not guarantee the success of the advertising campaign.
There is no single standard
Part of the problem with creating native is the lack of clear principles and requirements. There are IAB standards, but they mostly regulate the publication of native promo blocks.
Significant time investment
The process of creating native advertising can be very time-consuming: the period from the emergence of an idea and development of a strategy to the implementation of an advertising campaign can be quite impressive. And it is not at all a matter of some complexity in developing a plot - the most time-consuming thing is the coordination and adjustment of numerous ideas at all levels.
But not all types of native advertising require such resource costs. Sometimes an advertising campaign can be launched in a few days if the content is presented in a simple and concise format.
Ethical component
Despite the fact that most people perceive native adequately, sometimes such advertising still receives negative feedback. This topic was discussed in John Oliver's show Last Week Tonight, where it turned out that almost half of TV viewers do not notice the difference between native and regular news. The host also noted that for the most part, consumers are targeting people with a low level of intellectual development.
To prevent native advertising from causing negative emotions among potential and existing customers, you should not create hype by mixing it with urgent and topical news. Even if you manage to remove all materials in time, a failed campaign will be remembered by people for a long time, which, of course, will adversely affect the brand's reputation.
Complicated and expensive
Since native must fit into the general environment of the resource on which it is published, it is simply impossible to come up with one universal option for several promotion channels. The advertising idea itself, design, text, USP will have to be adapted to each specific site. And this, as you know, takes time and significant financial attorney email list investments. Moreover, you need to spend money not only on creating content, but also on testing, analysis and numerous adjustments to the advertising campaign for each of the sites.
Lack of scaling
Since there is no universal native advertising for several sites, it is quite difficult to scale. One option is to publish native on one of the sites and generate traffic to it using promo blocks placed on resources with similar themes.
Read also!
"Brand Queries: It's Worth the Candor"
Read more
Almost no one knows how to do it
The idea of native advertising appeared relatively recently, and therefore there is simply no clear mechanics for its creation. Of course, the development of the plot can be entrusted to experienced specialists, but even this does not guarantee the success of the advertising campaign.
There is no single standard
Part of the problem with creating native is the lack of clear principles and requirements. There are IAB standards, but they mostly regulate the publication of native promo blocks.
Significant time investment
The process of creating native advertising can be very time-consuming: the period from the emergence of an idea and development of a strategy to the implementation of an advertising campaign can be quite impressive. And it is not at all a matter of some complexity in developing a plot - the most time-consuming thing is the coordination and adjustment of numerous ideas at all levels.
But not all types of native advertising require such resource costs. Sometimes an advertising campaign can be launched in a few days if the content is presented in a simple and concise format.
Ethical component
Despite the fact that most people perceive native adequately, sometimes such advertising still receives negative feedback. This topic was discussed in John Oliver's show Last Week Tonight, where it turned out that almost half of TV viewers do not notice the difference between native and regular news. The host also noted that for the most part, consumers are targeting people with a low level of intellectual development.
To prevent native advertising from causing negative emotions among potential and existing customers, you should not create hype by mixing it with urgent and topical news. Even if you manage to remove all materials in time, a failed campaign will be remembered by people for a long time, which, of course, will adversely affect the brand's reputation.