Open up your favorite social networking site and you probably won’t have to go far before you notice something that didn’t exist not so long ago: native ads. Native ads are ads that appear tightly integrated into a site’s content and presentation, in contrast to the intrusive ads that interrupt our videos or show up as a big ugly box on the side of the screen. The two social media bigwigs, Facebook and Twitter, have both started implementing native ads, which they’re calling Sponsored Stories and Promoted Tweets, respectively. But plenty of other sites are also giving advertisers native options for their placement, including YouTube, Tumblr, Yelp, and those purveyors of silly photos of cats with grammar problems, ICanHazCheezburger.com.
In some ways, this is coming full circle for advertising, harkening back to television shows in the 50s and 60s that included sponsor’s names as part of the show. It’s a move that makes sense for advertisers. As Dan Greenberg, CEO of Sharethrough, says, consumers are “tired of being interrupted, bothered, and ‘marketed at.’” The shift towards native ads allows consumers to see branded content naturally and transparently, just like they see content from their friends and people they follow.
At Pongr, we love this trend towards more natural, less intrusive advertising. Our Photo Response Marketing (PRM) can take it a step further, though. Rather than placing advertising alongside content from users’ friends, why not make the content from users’ friends your advertising? User-generated content will consistently be perceived as the most authentic, and it appeals to our universal human desire for self-expression. By encouraging consumers to take photos of your brand and then share those photos to their social networks, you will expose consumers to your brand organically.
As times changes, it’s important to be able to adapt to new trends and preferences. We’ve already talked about how shoppers are anxious to blend their digital life with in-store experiences. Using social photo marketing is a great way to blend social life with consumer life by allowing the conversation around your brand to develop naturally through shared photos. Pongr’s platform makes this simple with one-click sharing to Facebook or Twitter.
Go beyond Sponsored Stories or Promoted Tweets. Let consumers interact with your brand in the most natural way possible—through social photo marketing. Contact Pongr to find out more.