Direct Advertising or Native Approach

July 7, 2022

Or How Shakespeare's Question Would Sound If He Were a Marketer?

Advertising has always been an extremely controversial topic of discussion. In June 1836, Émile de Girardin….. No-no, let’s avoid going that far 🙂

But let’s make a quick dive into the stats in order to synс our flow of thoughts.

  • Nowadays, 3.48 billion people use social media, up to 9% from last year. That means 45% of people on the planet now use social networks.
  • Nearly 356 billion U.S. dollars were spent on digital advertising in 2020
  • Global digital ad spending is expected to grow in the following years, hitting over $447.4 billion value by 2023.

Well, I wouldn’t say it’s surprising, since all the brands have become brands ONLY through advertising. Just imagine that some companies are ready to pay $5 million for 30-second Super Bowl ad tops.

But there is a different type of statics.

Consumers are blind to 92% of online ads

Is it that bad, you might ask? Definitely not.

 

But how to make the audience notice your product?

The answer is quite simple: you have to make sure that your potential customer thinks that he has decided to read the information about your product without any stimulus.

How does advertising actually work?

Marketers came up with the terms “brand awareness” and “K-factor” not because they wanted angry clients to leave their teams alone if the results weren’t good.

Here is the thing:

Those 8% who actually saw the ad and paid attention to it will share information with the masses.
Ok, here we must take into account the nuance that not all 8% will be interested in advertising; to tell you more, the percentage of those interested in this ad will be less than 1%

What happens next?

Native advertising comes into play.

Let’s say a representative of that 1%, we’ll call him Adam, decided to put a certain amount of his assets into staking at {{ your company }}.

After that, he also told this to his three friends, and two of them did the same. So, what do we get?

So in fact Adam was an influencer that had the right target audience and managed to tell about the product in a way that converts.

After all, this is the essence of the native approach in advertising. Considering that people communicate significantly less with each other at the moment, brands have found an alternative in influence marketing and native advertising on social networks.

So let the battle start!

Native Approach VS Direct Advertising

Let’s go straight to the examples.

Speaking of Telegram channels, there is the one that we love to the moon and back.

For those of you who aren’t very good Russian speaker, we will attach the English analogues below.

85% of the thinking crypto/invest/financial audience in Telegram is concentrated here. As part of the Waves exchange case, we advertised on this channel approximately 10 times (by the by, about the benefits of long-term cooperation with influencers we talked about in this post).

The author of the channel is very careful when it comes to choosing content and he won’t post advertising as a private opinion on the matter. But once you understand all the benefits of native advertising, you can find an approach to everyone😉

What did we get?

There are countless ways to make a customer notice your product. You would think! In our noisy time to actually turn a random person’s eyes on your precious invention means to shut them while others try to chase you. This is a core part of martial arts called “advertising”. You don’t get it yet? Listen to this:

There are even more interesting things that happen in Google Analytics:

  • Native format: 220 clicks per link, 4:15 average time spent on the site, the amount generated by conversion to “stake” – $30,000
  • Direct advertising: 135 links, 2:23 average time spent on the site, the amount generated by conversion to “stake” – $500

Moving to Youtube:

So, where the heck are the examples of advertising integrations?

Come on, you could see examples of such videos on a regular basis, so there is no need to attach them here. And actually, we simply do not have the cases of direct advertising in YT for the past two years.
Why so? Keep in mind that it takes 1 minute in Telegram to have a chance to be read. It could even work and trigger people into action (only if you write it properly for sure). However, video integration for 3 minutes long will be just scrolled.

Interesting fact: today the DeFi market is developing intensely, but the projects have some difficulties with advertising as ads of DeFi are simply restricted.

That is why during the year of partnering with DeFi project, ALL “ADVERTISING” CONTENT FOR IT IS COMPLETELY NATIVE. ACTUALLY ALL.

One more thing: this project is now in the top 5 DeFi exchanges. Something to think about, right?

Disclaimer: we don’t deny the efficiency of good old posts with well-written triggers, activators and pains. As we said before, 8% will still pay attention, and if you write this post properly, then you’ll have the attention of 15%.

Obliviously, 100% of the active audience on the channel will pay attention to the advertising integrations of the native format.

That’s it!

To sum up

Native approach OR direct approach is not correct wording. In the classic case, the native approach AND direct approach will work best together.

However, native format is giving the audience a zest — something to follow and let it convert them into loyal customers of the brand.

That’s it!

Is direct advertising effective? Depends
Is native advertising effective? Depends, you never know

What should you do?

Here’s a small checklist:

Then you simply must give a chance to native integrations, no matter what

P.S. sometimes (very often) you have to create video scenarios / write posts instead of influencers/admins, so get ready.

 Ruslana Safina

Ruslana Safina

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