Relevant content in demand: IAB publishes guidelines for native advertising

"As representatives of market participants are involved in the development of our guidelines, the guide provides practical know-how from the industry and reflects the cooperation of all market participants," explains Roger Baur, Managing Director of the IAB.Native advertising must offer added valueThe guide provides a clear definition, classification and recommendation on the topic of native advertising. It discusses the function and advertising effect and makes it clear that native advertising only works with relevant content that offers the reader added value. This added value can consist of helpful information, but also of entertaining elements, and IAB Switzerland makes a clear recommendation in this regard: To gain the reader's acceptance and sympathy, their needs must be recognized and respected. "Online advertising should ... "1. ... not disturb my use of the website, not distract from it.2. ... not impair my reading flow.3. ... offer me a benefit in terms of content.4. ... fit thematically with the medium.5. ... fit the design of the website.6. ... be tailored to my interests.When producing native ads, the editorial approach takes precedence over the advertising concept. PR texts are usually recognized as such by the reader and ignored. The advertising client must be prepared to draw a thematic arc and hold back with brand and product mentions in order to be perceived as credible and likeable by the reader. Native advertising primarily serves to achieve knowledge and attitudinal goals and should be evaluated in this context. the guidelines can be downloaded from the IAB Switzerland website: https://www.iab-switzerland.ch/arbeitsgruppen/native_advertising