Native advertising should offer added value to the reader, according to IAB guidelines
In a new guide, the Interactive Advertising Bureau (IAB) Switzerland Association provides recommendations for dealing with native advertising.
In response to market demand for clarification regarding native advertising, the Swiss Digital Advertising Association has dedicated itself to this issue. With the goal of clarifying the issue and providing recommendations for action, a new IAB focus group was established in 2016. In May 2017, this group published a guide that defines the term and explains its function and advertising impact.
«Since representatives of market participants are involved in the development of our guidelines, the guidelines provide practical industry know-how and reflect the collaboration among all market participants,» explains Roger Baur, managing director of the IAB.
Native advertising must offer added value
The guide provides a clear definition, classification, and recommendations regarding native advertising. It discusses its function and advertising effectiveness and makes it clear that native advertising works only when it features relevant content that offers the reader added value. This added value can consist of helpful information as well as entertaining elements.
IAB Switzerland offers a clear recommendation on this matter: To gain the reader’s acceptance and goodwill, their needs must be recognized and respected.
«Online advertising should …»
1. … not interfere with or distract from my use of the website.
2. … not interfere with my reading flow.
3. … offer me substantive value.
4. … be thematically appropriate for the medium.
5. … fit the website's design.
6. … be tailored to my interests.
In the production of native ads, the editorial approach takes precedence over the advertising concept. Readers usually recognize PR texts as such and ignore them. The advertiser must be willing to develop a cohesive narrative and exercise restraint in mentioning brands and products in order to be perceived by the reader as credible and likable. Native advertising serves primarily to achieve knowledge and attitude goals and should be evaluated in this context.
The guide can be on the website can be downloaded from IAB Switzerland.
