In today’s web connected era, companies are constantly trying to reach consumers online. Native Advertising is opening new channels to make your company more visible.

Internet has changed many industries and advertisement was probably one of the most affected. Most of the marketing budgets are now moving online and there are plenty of opportunities to reach out to your audience. Display ads used to be the golden standard for online marketing. If you think about it, it’s basically transposing the paper-based advertisement model to an online-based model, with its strengths as well as its limits (ad blockers for example).

Even if traditional online advertisements are still effective in some cases, native advertisement seems to be a new opportunity for many marketers.

What is Native Advertising?

Native Advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. There are many different kinds of Native Advertising, for example in-feed ads, promoted lists or search, content recommendation, etc.

In the case of a news website, the Native Advertisement is often an in-feed content sponsored by a company.

GE native advertising New york times

An example of in-feed native ad on The New York Time. This article is sponsored by General Electrics

Native Advertising is here to stay!

According to a recent study by the Interactive Advertising Bureau (IAB) and the global market research firm Edelman Berland, Native Advertising is already well accepted by the consumers. From the company side also, Native Advertising is becoming a real asset for their marketing and should develop even faster in the coming years.


Native advertising figure biotech


Why you should go native?

Native advertising is not only a new trend. It’s particularly a smarter way to brand your company… and it works!

According to another study (Sharethrough/IPG Media labs), consumers looked 53% more often at Native Ads than Display Ads. Consumers were also more likely to share a native ad.

The same study also showed that Native Advertising is an excellent way to increase the affinity of the consumer with your brand!


Native advertising display ad biotech


What about Native advertising in Biotech?

Today, already 75% of publishers are running native ads. In the Biotech industry, a lot of publishers have already started their Native Advertising offer as well.

The main limit to adoption seems to be the lack of knowledge about Native Advertising (that’s also why we’re writing this article). Many Biotech companies are still using display marketing, online or on paper-based media (even if it’s been proven less efficient in term of results and tracking).

If Native Advertising can be used on every media, online is more fitted for it and 85% of the companies are restricting their native ad campaigns to the digital sphere.

At Labiotech.eu, we think that Native Advertising is a good way to provide advertisers with a smart solution without harming our user’s experience.

For a few months, we have started offering Native Advertisement to some companies willing to try this new experience with us. You may have seen some of this content (the logo is displayed at the top of the article).

Native advertising Biotech

An example of Native Advertisement on Labiotech.eu. The sponsor is always clearly shown.

How to start with Native Advertisement?

There is no secret, just try it! We would be happy to work with you on your Native Advertising campaign and help you reach your target in the most efficient way.

Don’t underestimate the value of Native Advertising and jump in this new marketing trend! 

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