Native advertising can be a great way to engage with the audience on a media platform. But to be successful you have to avoid some traps - like these five ways to fail at native ads.

1. Native
5ways to fail at
Pontus Staunstrup @PStaunstrup
Advertising

2. What’s native advertising?
@PStaunstrup
It’s paid ads with the same look and feel as the
editorial content on a media site.
Native advertising should be clearly marked as ads, so
no one is deceived
The goal is to tell stories in such a way that they add
value to the visitors
But here are five ways you can really fail at native….

3. 1. Ignore the platform
@PStaunstrup
If you really want to fail at native, never bother with
making your content fit the media platform. Publish the
same kind of corporate content you would use in your
own channels
The truth: Every media platform has its own unique feel.
Its way of talking, its views and how it describes the
world. Your native ads must fit into this.

4. 2. Inside-out thinking
@PStaunstrup
If you really want to fail at native, pick topics only
people in the company find interesting. And make sure
to use words and acronyms that only they will
understand
The truth: With native ads you’re addressing an
audience that will only engage with content that’s
relevant and meaningful to them. Make sure your
content really is like that.

5. 3.Trick the reader
@PStaunstrup
If you really want to fail at native, make sure your ads
are not clearly marked. That way visitors to the platform
will feel cheated and tricked. It will do wonders for your
brand.
The truth: Because native ads are supposed to look
like editorial content it’s very, very important that they
are clearly marked as advertisement.

6. 4. Focus on selling
@PStaunstrup
If you really want to fail at native, make your content all
about the hard sell. Pepper it with promotional copy
and don’t include anything that provides value to the
visitors.
The truth: Native ads on media platforms works much
better if you tell stories that inspire and engage the
audience.

7. 5. Skimp on quality
@PStaunstrup
If you really want to fail at native, make sure your content
isn’t created by talented content producers. In fact, why
not just throw some old banner copy out there.
The truth: When we create native ads we should strive
for the same high quality as editorial content often have.

8. Native advertising has
great potential
@PStaunstrup
But it depends on everyone involved in working with it.
Brands, publishers and agencies. Otherwise visitors to
media sites will just ignore your ads.
So make sure you respect the audience and the
platforms. Make sure the ads are clearly marked. And
tell the stories as well as you possibly can.
Good luck with your native advertising!

9. Questions, comments?
@PStaunstrup
@PStaunstrup
https://www.linkedin.com/in/
pontusstaunstrup
www.staunstrup.se/en
pontus@staunstrup.se