Today’s biggest challenge for brands is reaching their target audience. Several studies underline that traditional marketing does not do the trick anymore. Brands are able to create brand awareness through TV-commercials or traditional ads in on- and offline magazines, but its effect is similar to putting a billboard on the highway: it is hard to (track and measure) the impact those campaigns have on your audience.
The biggest challenge with traditional marketing practices is that it regarded as intrusive by its audience. Next to that, the rise of ad-blockers dismantles the reach of traditional online advertising. Native marketing can be an answer to some of these challenges. If done right, these ads do not intrude with the consumer experience and are not prone to ad-blockers.
The best known forms of native marketing are advertorial and sponsored content. Both are forms of advertising where brands create content. We believe (and it is supported by several studies from McKinsey, Tomoson and more) that the strongest form of native marketing is branded content e.g. content not created by the brand but created by the owner of the platform. Because the owners of the platform have the best knowledge and skill-set to engage their audience, the audience the brand wishes to target.
Having a third party tell your story does not only create new and fresh stories that drive sales. This technique also provides brands with visual storytelling imagery they could not possibly create themselves. Below are some examples of strong visual content. All within the vision of the respective brand but all with a unique approach to the brand's key values and aesthetic.
Beyond these examples, we're extremely excited to announce our network now reaches over 150 million consumers across 27 countries. If you're interested in running campaigns through our platform, do not hesitate to leave your e-mail address in the comments section below. We'll promise to reach out to you soon.