{"id":27250,"date":"2016-03-08T10:12:42","date_gmt":"2016-03-08T09:12:42","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=27250"},"modified":"2023-02-27T14:19:34","modified_gmt":"2023-02-27T14:19:34","slug":"native-advertising-la-nuova-frontiera-della-pubblicita-online","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/native-advertising-la-nuova-frontiera-della-pubblicita-online\/","title":{"rendered":"Native Advertising: la nuova frontiera della pubblicit\u00e0 online"},"content":{"rendered":"<p>Navigando per la rete si trovano diverse definizioni di <strong>Native Advertising<\/strong> che possono creare confusione nella testa dei lettori: per semplicit\u00e0 preferisco utilizzare la definizione stabilita dall&#8217;Interactive Advertising Bureau (IAB):<\/p>\n<p><cite>&#8220;Si parla di Native Adv come una forma di pubblicit\u00e0 caratterizzata dal coinvolgimento del lettore grazie alla presenza del messaggio pubblicitario all&#8217;interno del contenuto editoriale.&#8221;<\/cite><\/p>\n<p>In altre parole, quando si parla di <em>\u201cnative advertising\u201d<\/em> si intende l\u2019inserimento di <strong>contenuti pubblicitari perfettamente integrati<\/strong> all\u2019interno della sezione editoriale di siti internet esterni a quello dell\u2019inserzionista. Non interrompe l\u2019attivit\u00e0 degli utenti, ne diventa parte integrante.<\/p>\n<h2>Come ottenere un&#8217;efficace pubblicit\u00e0 nativa<\/h2>\n<p>Per incorporare annunci pubblicitari in modo efficace \u00e8 importante che vi sia una <strong>precisa collaborazione tra tutti gli attori coinvolti<\/strong>: in particolare i marketer dovrebbero iniziare a creare della native advertising definendo i dati demografici della propria audience, per poi costruirci intorno contenuti e inserzioni rilevanti, allo scopo di far appassionare gli utenti a un determinato argomento e fare in modo che ricerchino ulteriori informazioni.<\/p>\n<p>Quali sono le principali tipologie di Native Advertising? Vediamo i modelli pi\u00f9 diffusi.<\/p>\n<h3>Online Advertorial<\/h3>\n<p>Gli <strong>advertorial online<\/strong> si possono presentare sotto forma di speciali inserzioni che hanno la caratteristica di confondersi, per tematiche trattate e per design, con il sito web nel quale compaiono.<\/p>\n<h3>Sponsored Content<\/h3>\n<p>Spesso gli advertorial sul web si presentano sotto forma di <strong>sponsored content o sponsored stories<\/strong>. In questo caso il brand commissiona a terzi la scrittura di contenuti inerenti al servizio o prodotto che si vuole pubblicizzare. Il contenuto sar\u00e0 collocato all\u2019interno del sito ospitante ma contraddistinto da un segnale visivo, come l&#8217;apposizione di un&#8217;etichetta <em>&#8220;sponsored stories&#8221;<\/em>.<\/p>\n<h3>Sponsored Post<\/h3>\n<p>La native advertising non ha certo risparmiato i Social Media, anzi \u00e8 proprio qui che ha trovato terreno fertile, basti pensare ai <strong>post sponsorizzati di Facebook e Twitter<\/strong>.<\/p>\n<p>Questa forma pubblicitaria \u00e8 relativamente giovane in Italia ma ha gi\u00e0 richiamato l&#8217;attenzione di numerosi player del settore e agenzie pubblicitarie che credono fortemente nella potenzialit\u00e0.<\/p>\n<p>I formati native sono ottimi alleati per supportare <strong>strategie di branding<\/strong> delle campagne pubblicitarie in <a href=\"https:\/\/www.artera.net\/it\/blog\/web-marketing\/programmatic-buying-per-principianti\">Programmatic<\/a>, perch\u00e9 offrono contenuti interessanti e positivi per il posizionamento del brand, evitando gli aspetti negativi causati da retargeting invasivi e mal controllati.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Navigando per la rete si trovano diverse definizioni di <strong>Native Advertising<\/strong> che possono creare confusione nella testa dei lettori: per semplicit\u00e0 preferisco utilizzare la definizione stabilita dall&#8217;Interactive Advertising Bureau (IAB)&#8230;<\/p>\n","protected":false},"author":4,"featured_media":27277,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[79,81,488,489,48],"class_list":["post-27250","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-banner-pubblicitari","tag-native-advertising","tag-social-advertising","tag-web-marketing-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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