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Native advertising – your first language in advertisement

The digital advertising industry – with its technology, format and skills – is ever changing. However, what is constant is the need to communicate effectively with audiences.

When people talk about native advertising, the definition is often vague; it is typically described as a concept rather than a format. In fact, native advertising can exist in any format that blends the natural form and functions of the users’web or mobile browsing experience.

When looking at the word ‘native’, it is important to use language as a point of reference. For example, while two Chinese people can communicate fluently in English, they may have a more thorough and engaging conversation in their native tongue (Mandarin) if English is their second language. The inclusion of unknown jargon or words from other languages can make communication less persuasive and more exhaustive.

Native advertising is the first language in the advertising industry that elevates efficiency by delivering ideas and thoughts directly to audiences. The goal of native advertising is to minimise disruption and intrusion during Internet surfing. The decline of traditional ads is more apparent now with the rise of ad blocking. Traditional ads that are not targeted, and not backed by relevant, right data and insights,intentionally interferes with the reader’s experience – it is counterintuitive.

Although Native advertising is present in all forms, advertisers must target and engage audiences with creative content to get their message across. Appealing and properly targeted content allows advertisers to get close to their audience, and communicate with them in a receptive way.

Content marketing is extensively emphasised by marketers and plista delivers quality content to audiences through native ads and content marketing. Native advertising excels when advertisers apply in-depth local expertise and knowledge.An approach that works in Europe may not do the trick in Asia. Going native requires marketers to turn quality content into a fascinating story that leaves a strong impression on audiences. As the native ad market continues to mature, it is becoming increasingly fragmented with more entrants vying for advertiser dollars. As a result, advertisers need to have a standard desktop and mobile native format across territories – to become programmatic you need to be standardised.

While native advertising might be a new industry phenomenon – especially in Asia – it is seeing significant growth globally.Now is a good time to brush up on your first language if you want to join in the ‘conversation’.

Serina Tsou

Serina Tsou is the Head of plista for Asia Pacific. As the new head of plista, Asia Pacific, Serina brings passion and years of extensive experiencein traditional and digital advertising, covering planning, buying and developing new trading products. She has played a leadership role expanding plista into Asia Pacific markets, including China, Malaysia, and Thailand. Now, she continues this adventure, leading plista’s strategic development and operations to drive growth in the region.