11/03/2017

Nijedna vrsta oglašavanja ne raste tako brzo kao native!

Sve je više brendova koji se okreću oglašavanju u prirodnom, „native“ okruženju.
Native oglašavanje

Native oglašavanje najlakše je opisati kao oglašavanje koje se vizualno i sadržajem uklapa u stranicu na kojoj se pojavljuje. Oglasi „oponašaju“ okruženje, zbog čega je ponekad teško primijetiti da se radi o oglašavanju, bez obzira na napomenu o sponzoriranom sadržaju (što samo potvrđuje vrijednost i isplativost naprednijeg, suptilnijeg oblika oglašavanja). Sadržaj koji se komunicira mora biti kvalitetan, relevantan i u skladu sa sadržajem medija na kojem se objavljuje, a poželjno je da čitatelju donese dodanu vrijednost i ne gura brend u prvi plan.

Čini se da su potrošači prihvatili ovaj model oglašavanja – jedno američko istraživanje navodi kako ga čitatelji odobravaju, posebno kad iza njega stoji kompanija o kojoj imaju dobro mišljenje ili ako im oglas donosi korisne informacije. Neće zamjeriti ni tu tanku liniju koja dijeli urednički i sponzorirani sadržaj, ukoliko se mediji drže kriterija poput jasnog prikazivanja logotipa naručitelja.

Da smo već zakoračili u novo doba marketinških strategija, koje pokreće digitalno oglašavanje i to u prirodnom okruženju, dokazuje i činjenica da nijedna vrsta oglašavanja ne raste tako brzo kao native. Prema predviđanjima, native će do 2021. u SAD-u donositi 74 posto prihoda od oglasa. Predviđanja pokazuju i da će se u Europi na native do 2020. potrošiti 13 milijardi eura, a do iste bi godine mogao zauzimati čak 52 posto udjela u ukupnim marketinškim budžetima. Native oglašavanje već sad je velika stvar, a njegova će vrijednost i dalje rasti, što se objašnjava činjenicom da čitatelji bolje reagiraju na native oglase i nastavljaju ih „konzumirati“. Za neke od najvećih društvenih mreža native ostaje jedini način na koji se brendovi mogu (kvalitetno) približiti korisniku, poštujući vrijednosti okruženja.

Native živi na svim digitalnim platformama, od news do zabavnih portala, društvenih medija ili televizije, u različitim izdanjima: infografikama, video i foto sadržaju, člancima ili izdvojenim web editorialima. Čak 77 posto izdavača, prema istraživanju Instituta za native oglašavanje, prepoznalo je web članke kao najučinkovitiju vrstu native oglašavanja, a video sadržaj 54 posto.

Sponzorirani sadržaj i posebna izdanja privlače i posebnu pozornost oglašivača i izdavača, poput onih na BuzzFeedu, portalu koji je odigrao veliku ulogu u popularizaciji nativea. Primjerice, tipični buzzfeedovski kviz otkriva koji ste tip krafne i nimalo ne odskače od sadržaja kakav vole milijuni čitatelja, osim što se kao autor, tzv. brend izdavač, ističe američka kompanija Dunkin’ Donuts. BuzzFeed ostvaruje većinu prihoda upravo od prilagođenog brendiranog sadržaja, što predstavlja trajni izazov za kreativce.

Netflix je poznat po kvalitetnom povezivanju tema s TV serijama u raskošnim online editorialima. Kako bi promovirao seriju Narančasta je nova crna, u suradnji s New York Timesom predstavio je hvaljeni prilog o stanju u američkim ženskim zatvorima, osmišljen kao multimedijski pregled koji donosi statističke podatke, različita iskustva i video sadržaj. Time je potvrdio da kvalitetan native može donijeti dodanu vrijednost i funkcionirati kao originalni sadržaj. Serija je spomenuta tek kao pokrovitelj editoriala i u pozivu na „streamanje“ nove sezone. U suradnju s The Atlanticom, Netflix je promovirao i seriju Kuća od karata, u editorialu koji opisuje uspon ‘prvih parova’ SAD-a kroz priče o Reaganima, Kennedyjima, Clintonima i Obamama. Pogodili ste, dio zauzima i iscrpna analiza odnosa Netflixova televizijskog para Underwood, Claire i Franka.
Inovativan pristup native oglašavanju na društvenim mrežama imao je HBO u kampanji za seriju Silicon Valley, kojom je pokušao privući pažnju obožavatelja serije iz IT industrije. Kad je u jednoj epizodi Pied Piper, IT start-up iz serije, objavio da traži nove ljude, na Facebooku su se pojavili oglasi targetirani na zaposlenike IT tvrtki poput Googlea, Twittera, ali i samog Facebooka. Ono što izdvaja ovu kampanju jest prilagođen pristup korisnicima, te bi se zaposlenicima Googlea prikazivala poruka “Ne gubi vrijeme u Googleu, pridruži se našem timu”. Facebook je osudio metodu „vrbovanja“ zaposlenika, ali i pohvalio inovativan pristup oglašavanju.

Koliko se hrvatsko tržište približilo svjetskim kampanjama koje su se oslonile na native te je li započela prava transformacija digitalne scene, možete saznati od vodećih digitalnih stručnjaka na konferenciji Digital Takeover 14. ožujka u Cinestaru Zagreb u Branimir centru.

 

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