How to make native advertising in Russia?

When they talk about "native advertising", it is often not clear what they mean. Publishing in the media? Special project? And there is video advertising, it is also native. Is Facebook advertising native?

Native advertising has 100,500 synonyms: sponsored content, special project, promotional material and all the same in English.

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Native advertising is when a user has a convenient and interesting contact with a brand. What kind of advertising depends on the goals.

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Therefore, to start making native advertising ...

Decide on goals

Why do you need advertising? Does she solve a business problem? For example, gain customer confidence or increase sales.

Or are you driven by a sense of beauty and a desire for outreach, sherov and general fun, in the center of which is your brand? The goal defines the format in which you will work.

Content depends on the task

You can answer questions that bother people. Because your business needs a high level of trust.
So did the Qlean cleaning service in a publication on VC.ru.
You can make a selection of gifts for the New Year and generate sales.
So did the Expedition on Lifehacker .
You can do the test , like McDonald's on Medusa, because you have a big well-known brand, and you have to show it from the new side so that you don’t get stuck.
You can educate young people and raise customers, as Tinkoff does .

Choose. There are many options.

Who is the audience?

Sounds like the most trivial question in the world. Every business knows for whom it works. But when the task arises to be “in the reader's world” to communicate with the client in the same language, you begin to understand the heterogeneous audience.

You sell blenders. They are bought and hipsters for smoothies, and grandmothers for pies. Communicating with grandmothers and hipsters in the same language at the same time is impossible. It turns out that some part of the audience will not understand you.

This is how this task was solved by the Marriott hotel chain.

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David Beebe
Vice president of Marriott

There are many points of view on working with the target audience. And this diversity can be very confusing.

Before creating content, we set a goal: "Let's determine the most profitable client." We spent a lot of time on the segmentation to identify the most profitable group. It was a fundamental study, during which many aspects were taken into account. When we solved this equation, the result was simple. There were one or two attractive groups. We know who they are, and now they are our starting point, a benchmark for what we are doing.

I have always been sure, especially when it comes to working with complex global companies, that any brand, in any country, has a customer or guest who brings him more profit than everyone else. Marketers need to clearly know who he is. And then you can do what you want.

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If you have correctly defined the goal, the type of content and the audience, the native advertising works super cool

Case
Urjanet helps large enterprises use energy wisely. For example, it makes the car factory spend less money on electricity. To do this, it analyzes large data on energy consumption throughout the United States.

The company has set a goal to increase the number of customers. The problem of sales was that the technology is complex, and the owner of the plant will not buy the cat in the bag.

So the Urjanet blog appeared . Here the company tells how using data analysis to reduce the level of energy consumption in various industries: from telecommunication companies to residential areas. She publishes case studies with partners and interviews with professionals.

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6 months after the creation of the blog, the number of contacts with potential customers increased 3.3 times. The number of leads increased 7 times.

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Purpose, format, audience - determine them correctly and the content will work.

Where to advertise?

There are so many sites. Starting with your own blog, ending with the media. It all depends on money, the complexity of the content (text or game) and other factors.

In the media, you get a ready-made infrastructure, a creative team, a piece of reader confidence that the platform has formed around you, weekly, but guaranteed traffic.

From media native advertising in Runet do:

meduza.io
http://bigpicture.ru/ (We talked with the founders Sergey Baryshnikov and Alexander Kuksa about how BigPicture.ru makes native advertising. Read: As the team of the blog BigPicture.ru sells longrida for 1 million views and opens the SALO agency )
nplus1.ru
tjournal.ru
vc.ru
slon.ru
arzamas.academy
habrahabr.ru
daily.afisha.ru
www.sports.ru
lifehacker.ru
www.hearst-shkulev-media.ru and their publications
www.condenast.ru and their publications

If you go to the blogging platform, you get the same thing as in the media but without the creative team and a bit of trust. Of the benefits from the Relap.io blog’s own experience, there’s a more sociable audience.

The third option: you create everything yourself from scratch. Here are some examples of content sites created by companies:
Marriott Traveler is a travel magazine created by the Marriott hotel chain. We talked about it in the paragraph about the target audience.
The Content Strategist - Contently's blog about native advertising. The company creates content for Coca Cola, General Electric, American Express and other brands and distributes it.
Tinkoff Magazine - Tinkoff Bank blog that teaches you how to manage money.
The Netology Blog is an online university magazine for those who already work and want to work on the Internet.
Councils of the Bureau of Gorunov - a platform where you can get advice on design, text, interface from the staff of the bureau.

How to make a native ad see?

You can read about working with social networks in the Social Media section of the Netology blog. Or in the Amplifer blog . (Service for posting in the social network.)

How to attract traffic from the search, read the MOZ guide “ The Beginner’s Guide to Search Engine ”. One of the best materials on SEO.

Tell us how to attract an audience with Relap.io

We place native brand advertising on Russian media platforms. Layfhaker, AdMe, RIA News, more than 100 sites.

This is how advertising looks like in practice:



The link to your page is placed in the recommendation block along with the site materials.

Why is this convenient?

Native advertising on many sites at once

Relap.io's audience includes readers of hundreds of high-quality Runet media that write on very different topics from cooking to cars and businesses.

Native advertising is targeted

We distinguish audience segments among readers. We analyze the behavior of users, the pages they watch, the content of the texts they read. We consider geolocation, the device from which the user came and other factors. It helps to show ads to interested people.

You do not need to negotiate with the sites

You advertise through Relap.io . And we share the income from the media.

You are not limited to the format.

With the help of native advertising Relap.io you can find an audience for different types of content. You did an interactive, wrote a text on a blog, or wrote media about you and you want the publication to see more people or give it a second life. We will help.

If you do not have content - we will make it

We can write texts, invent and create interactivity. Soon we will show the results of our projects, there will be numbers and a story about mechanics.

Email us at ads@relap.io if you have questions or want to advertise with us.

Summary:

1. Native advertising is when users are interested in consuming brand content.
2. The form of advertising depends on the goals.
3. Content works when you create it for an understandable task and target it correctly.
4. There are many content platforms: media, blogs, and third-party sites. You can create a platform yourself. Choose the one that is more convenient and better suited to your needs.
5. Relap.io will make your ads seen by readers of the largest media in Runet.