What Does Traditional Media Mean For "Native Advertising"?

　　 1, the status quo of traditional media "native advertising"

　　 Key words: Industrial and commercial character advertising, horse and horse fee, manuscript fee, public relations draft, cooperation report...

The above key words are the description of the basic state of the "native advertisement" existing in the current media circle. Among them, the commercials written on the table are mostly not graphical advertisements, but belong to a variety of hard and wide. No matter from user experience or content attribute, they are far away from the real sense of good user experience and implantable "native advertisement" requirements.

And the cost of travel and press is often for the media industry. Rule The definition describes that journalists and editors should finish the acquisition and publication of objective interview and reporting process by accepting the so-called "horse fare", and finally form a gray industrial chain.

And PR is more inclined to serve the customer relationship, and complete a relationship maintenance, task oriented "native advertising" release, in order to achieve relationship maintenance and deepen the purpose of customer relationship.

　　 Key words: bottom line, public welfare, credibility and out of control

All the above "native advertising" phenomenon, the development of the media industry, has become a little embellishment of the main service business during the rising period of the media industry. Just like children often have a fever every once in a while, however, under the current media environment, when the hard demand of customers is declining, the traditional media can replace the new media and the self media constantly emerge, the status of traditional media in the minds of customers is declining, so its ability to resist "native advertising" is declining, so that once the trend of small ads has evolved into a main trend, once the "two" has the trend of "eight" evolution.

A large number of "native ads" do not have normal transactions because they can not achieve table transactions. Technological process It will inevitably lead to several fundamental consequences.

1) the impact of individual misalignment of "native advertisement" on the quality of media content and the damage of credibility.

2) a large number of "incomes" that should belong to the organization are forced to occur in the extracorporeal circulation, resulting in the fact that the phenomenon of public welfare and private consumption is in fact.

3) there is a real income gap between hard news departments and industry news departments, resulting in internal contradictions caused by uneven distribution of interests.

4) the lack of macro level aggregate and quality control measures result in the phenomenon that some industry channels of traditional media become soft language publishing machines.

　　 2, the fundamental reason for the growing demand for native advertising.

At present, the concentrated outbreak of a large number of "native advertisements" in traditional media is not a "cold day". On the one hand, because of the inevitable result of the fermentation of hidden rules in the industry for a long time, it also reflects the bad business environment of the current media from another aspect. Besides, there are also more core factors to work together.

　　 A, the nature of media services.

Media, as a social intermediary organization, no matter how many differences in its business mode, it basically has the basic characteristics of the three main bodies of service business, political party and user, and determines the nature of its service attributes. In the three service subjects, the attributes of service business customers have become the core part. In the process of media ecological change, it is possible to provide the commercial customers with the services of "original advertisements" that they can accept, which may be a wise move to adapt to the environmental changes, and also an increase in value. service Part of it.

　　 B, user experience upgrade requirements

The Internet brings the prosperity of the individual power of users. Once monopolistic information dissemination, including violent style, pure hard and wide push without user experience can no longer be accepted by users. Therefore, a user centered innovation and upgrading of advertising content and form has become a necessity, and the transformation from "hard advertising" to "soft content" has transformed the "advertising marketing" communication mode into "content marketing". This time, a more storytelling and temperature advertising form has become the best form to achieve this innovation.

Several events in the industry also confirm the objective existence of this change. Among them, the cautious attitude of mobile Internet terminals, especially the display ads of smart phones, illustrates the objective existence of user experience upgrading from one aspect. Recently, the controversy caused by shielding of video patch advertisements by browser software vendors has also been corroborated. {page_break}

　　 Demand for C and consumption integration

Technological progress and the popularity of the Internet industry have made it possible for enterprises to complete marketing activities more easily than ever, and once completed the basic process of "content" + "advertising" + "channel" (Sales) + "service", which needs to be completed by means of media, channel providers and sales and service teams. Now, with the enterprise's mastery of the media platform, supplemented by the enterprise e-commerce platform, the sales of enterprise products can be completed centrally within different departments of some enterprises.

The direct consequence of this trend is that the enterprises have completed the dissemination of commodity information. media The demand for "content + advertising" composite communication has evolved to the requirement of "content" and "advertisement" as a whole, and the demand for "native advertising" has come into being.

　　 3, let native advertising become a must.

On the one hand, the new media ecology under the influence of the Internet has objectively strengthened the demand of enterprises for "native advertising". On the one hand, the massive "savage" operation of the "native advertising" under the current underground operation mode has also brought huge brand damage, and is also faced with the huge risk of public credibility damage. Considering the comprehensive factors, giving the "native advertisement" a name, allowing it to operate in the sunlight and carrying out standardized operation may be the biggest inspiration for us by the New York Times's action.

　　 4, let "native advertising" become an advertising form.

The recognition of the legitimate status of "native advertising" is not merely to turn traditional media into a publishing machine for "original advertisements", but rather to encourage the quality of "native advertisements" with higher requirements, to request "original advertisements" with innovative elements, and to improve the user experience level of "native advertising" at the right time, so as to achieve the goal of "advertising as content", so as to maximize the effectiveness of communication.

Acknowledges that "native advertising" does not mean that the new team has to write and operate the content of the "original advertisement". It is more about repositioning the function of the existing team, and providing corresponding assessment and incentive mechanism to ensure the improvement of the content quality and the balance of individual income. Maybe a new job will be born in the future, the original ad copy, the native advertising editor.

While recognizing "native advertising", it is necessary to strengthen the construction of supporting management mechanisms, including the systematic coordination of hard and broad, and the ratio of "native advertising" to the quality standard requirements, and the simultaneous matching of quality evaluation and distribution mechanism, and to maintain the monitoring and management of "native advertisement".

　　 5, the best way to avoid risks is transparency, openness and supervision.

In the Internet industry, Google and Baidu built up huge commercial empire through naked advertisements and finally realized the social value and commercial value of enterprises. Nowadays, when people talk about Baidu, they are more willing to use the "media" company to define the enterprise attributes of Baidu, and define the business mode of the advertising business based on the Internet search platform. The essential reason is the basic commercial advertising management standard, especially the transparent and open algorithm. Supervision and checks and balances The joint action of mechanism ensures the formation of such a good ecological environment.

Traditional media admits that "native advertising" can not directly lead to the damage of the credibility of media attributes. Instead, it may be because the pre censorship of "native advertising", supplemented by the high requirements of content quality, the upgrading of user experience level, the reduction of consumption and the realization of intermediate links and other factors, will ultimately enable the media to provide users with more content (advertising) services to meet the needs of users, thus achieving the greatest manifestation of the essence of media services, and ultimately achieving the "three win" situation (customers, users, media), which is the highest goal of media value pursuit.