What is the secret to good native advertising? What is the biggest challenge for native advertising? What is the future of native advertising?
We ask the world's leading native advertising specialists in our short form video series #NativeAdSecrets.
Here, Pontus Staunstrup, Head of Content Strategy & Social Media at PostNord Group, who was a speaker at the Native Advertising DAYS 2016. This year, Pontus was one of the conference moderators at Native Adverting Days in Berlin.
The secret to good native advertising is really spending time and getting to know the platform, and getting to know the audience on that platform. And to make sure that that is the target group that you want to engage with.
The second secret is to have great stories. To be able as a brand to step away from your own outcomes and really focus on the target audience. To tell stories that add value to them. And then from there, you can develop or engage more closely with what you actually want to accomplish yourself.
The biggest challenge when doing native advertising is that you don't take the storytelling seriously
The biggest challenge in native advertising is...
The biggest challenge when doing native advertising is that you don't take the storytelling seriously enough so you don't provide stories that actually have a value to the audience. In my experience, when I create native advertising with the companies I work for, if we don't really understand the target audience, if we don't really have a clear idea about what we want to talk about, then the content suffer and the native becomes less engaging.
So one of the key things there, if you want to be successful, is not trying to talk to everyone at the same time but rather to pick a target audience or a group within that target audience and really address their needs.
Another thing that's important to both brands and publishers is, we need to have clear markings.
The future of native advertising is...
I personally very much believe in the future of native advertising. I think it has a great future provided that we all take it seriously.
That means that brands have to engage with native advertising and be prepared to tell great stories and to work with the platform. And publishers have to open their platforms and be very specific about what actually works and what doesn't work.
Another thing that's important to both brands and publishers is, we need to have clear markings. If the audience feels that they're being cheated because they can't differentiate native from editorial content, then we're all in trouble.