Creating High-Quality Native Advertising: Summary of LMF Training

The term "native advertising" was coined in 2011. One reason for its emergence was the phenomenon known as "banner blindness," where users began ignoring banner ads due to their overwhelming presence. Native advertising addresses this issue by blending more seamlessly into the digital environment and being less intrusive.

In Ukraine, native media advertising started gaining traction in 2015 when marketers recognized its potential to influence consumer choices. With native advertising, media can showcase the unique aspects of a brand that set it apart from the competition. This approach, often referred to as "native," plays a key role in building brand image.

n the websites of Ukrainian media outlets, you often see materials labeled as "partner material." While the format of these pieces may vary, they all share one thing in common: they feature a partner, typically a brand mentioned within the content. This is an example of native advertising.

What is the problem?

For regional media, creating native advertising is often a challenge. There is usually no one in the newsroom responsible for developing native ads or communicating with partners, and brands often don't understand the value of media advertising or mistakenly expect direct sales from it. As a result, they may opt to advertise in local Telegram channels rather than in high-quality media where they could produce compelling content.

Media outlets often struggle to present advertisers with creative advertising ideas. In some regions, many businesses are closing due to the war, leading to a decrease in the number of potential advertisers. Additionally, starting an advertising campaign without prior experience can be daunting. Regional media face numerous challenges in creating native advertising, but the following tips can help overcome these obstacles.

Yana Protsenko. Photo: LMF

What is the solution?

Advertising development in Ukraine lagged far behind that of Western countries, largely due to the influence of the Soviet Union, where advertising was primarily used as a tool for propaganda. The absence of competition, private enterprises, and creative approaches led to stagnation in the advertising industry.

Despite these challenges, Ukraine achieved its first Cannes Lion while still part of the USSR. In 1989, a commercial for the Ukrainian Tavria car won a bronze award in the Commercial Advertising category at the Cannes Lions International Festival of Creativity.

Businesses established between 1990 and 2008 experienced rapid growth primarily because they filled vacant market niches, not necessarily due to their expertise in selling or brand building. However, with market saturation after 2010, advertising became essential and marketing critical, as business growth became increasingly dependent on it. This is when the development of native advertising began.

Native advertising stands apart from conventional advertising by being seamlessly integrated into the platform and blending with the editorial content. Such advertising is clearly labeled, identifies a specified partner, maintains transparency in cooperation, and includes a mention of the brand (whether through direct information or a simple "in partnership" note). It is also coordinated with the brand.

Labeling and Formats in Advertising

Native advertising is not the same as hidden advertising, and it must be clearly labeled in the media. It's best to place the label at the top of the article or landing page so that readers immediately recognize it as sponsored content. On social networks, the label should appear on the cover.

Native advertising can take many forms. Popular formats include videos, special projects, podcasts, email marketing, and social media. Social networks can serve as either an additional format or a standalone one. It's important to adapt and repackage content for different social platforms to maximize effectiveness and reach. For instance, posting trends on X (formerly Twitter) and using visually appealing carousels on Instagram can enhance engagement.

Photo: LMF

You can endlessly experiment with native advertising formats. For example, a rap by doctors about the importance of taking medications responsibly was used in a series of materials discussing why antibiotics should only be taken with a doctor's prescription and the concept of bacterial resistance. One of these materials, a medical rap, garnered over 100,000 views.

Email marketing in Ukraine is still an emerging field and can also serve as a format for native advertising. It's a valuable tool for maintaining contact with your audience, sharing content, attracting new readers, building a media community, staying in touch with advertisers, and creating native ads. In email marketing, "your customer base is the most valuable asset you have."

Native advertising can take many forms, integrating a brand in various ways. This includes not only online formats like websites, social media, and email marketing, but also offline options such as banners, events, merchandise, magazines, books, and other products.

Following the coronavirus pandemic, events have emerged as a new way to attract audiences. With people having been isolated for some time and missing live interaction, there is now a greater desire for in-person communication. Media outlets can take advantage of this by hosting events to draw in new audiences, making events a valuable format for native advertising.

For example, Varosh, a media outlet focused on Transcarpathia region, shared their experience of engaging with advertisers through events. They organized a meeting with the local business community where businesses introduced themselves and got to know the media. Varosh also gave a lecture on how businesses can collaborate with media. As a result, Varosh secured several cooperation agreements with brands.

What does a client expect from a native advertising product?

Very often, clients expect sales from native advertising. Therefore, during the creation of affiliate material, it's important to discuss with the brand what the advertising will deliver for them.

"You are the media, not the marketing department of the business. You don't need to guarantee sales; instead, you should guarantee coverage, readership, and that people will engage with the content," explains Yana Protsenko.

Yana Protsenko. Photo: LMF

Native advertising helps build brand awareness and fosters positive emotions and associations. It's not measured solely by the number of sales through promotional codes or clicks on links (although these metrics are important, they often depend more on the business and its product or offer than on the media itself). A positive brand image is more about storytelling, so while small businesses might opt for direct advertising, established brands with larger marketing budgets can invest more heavily.

Before beginning any cooperation, it's essential to create a brief that includes:

• Collecting the necessary information
• Agreeing on tasks (to prevent extensive revisions and provide evidence of agreed-upon terms)
• Understanding the client's expectations and goals
• Clarifying what should and shouldn't be communicated in the project
• Identifying the brand's advantages: discussing these points on a call to clarify important details and get to know the client better

How to find those who will purchase native media advertising?

When seeking customers, start by focusing on your website. It should have a well-designed desktop and mobile version, and include all the information a brand needs to purchase advertising. This should cover contact details for advertising inquiries, examples of native advertising, and evidence of its effectiveness.

Your site should also feature a price list, so brands can easily understand the costs and what they will receive for each price point. Offering clearly defined packages and various formats is important, as presenting the highest price first can make the average price appear more reasonable.

"In my opinion, it's crucial to view your website from an advertiser's perspective. Is there a prominent ad section? Are contact details available? Are advertising prices listed? Is there a media kit? Is everything straightforward and accessible?" says Yana Protsenko.

Photo: LMF

You can seek out clients by examining your competitors, identifying who they are advertising for and what information they are using.

"If your competitors have already convinced a business of the need for advertising, it's a significant advantage for you. It will be easier to persuade these advertisers to choose your services in the future," says the expert.

Another effective way to attract customers is through outbound sales. Media outlets can pitch advertising ideas to brands, create event and holiday calendars, and tailor their approach accordingly. This can also include special occasions like company anniversaries, which can be leveraged for media advertising.

It's more effective to approach brands with a specific advertising idea, as this increases the chances of piquing their interest and initiating a partnership. Consider reaching out to brands during their budget approval periods for the upcoming year. At the end of the year, clients may have unused advertising funds that they need to spend, making them more likely to invest in new opportunities.

Photo: LMF

When a new marketing budget for the year is being formed, media outlets need to ensure they are included in it. Otherwise, it will be difficult to secure funds, even if the client is willing to spend. If the budget is already set, there may be no room for additional advertising.

"So reach out to potential clients and inquire about their budget formation timelines. Contact them during that period, remind them of your services, and present a compelling idea. Always come with ready-made proposals. Instead of just saying, 'Advertise with us,' suggest something specific, like 'How about we create New Year's cards together?' and develop it further. Tailor the idea to make it intriguing and engaging," advises the training expert.

To keep clients returning for advertising, provide expert advice and explanations throughout the partnership, ask if the ad was effective, offer a loyalty program and discounts, and maintain a personal connection with the client. Organize events and invite partners, develop advertising packages, and ensure your website is well-designed and easy to navigate. Producing high-quality editorial content, continuously improving, and monitoring competitors are also crucial.

"You and your competitors are essentially doing the same job, which benefits all of you. If a client buys from one, they are likely to buy from others as well," concludes Yana Protsenko.

When creating native advertising, it's crucial to remember the reader and consider their needs. After all, if a media outlet doesn't have a target audience, there will be no one to buy its ads.