When the term ‘digital marketing’ was first coined in the early 90s, it was a relatively simple field. For most businesses the only real choice was whether it was even worth investing in a website. As clickable banners were introduced in 1993 and new search engines including Google arose to challenge the Archie indexing tool, the number of options available started to increase. Now websites are seen as an essential marketing platform, but there is also a bewildering array of digital marketing techniques to choose from.

New buzzwords rise and fall, and it can be confusing trying to work out the difference between different techniques. The terms native advertising and sponsored content are often used interchangeably for example, but there are some very distinct differences.

What is native advertising?

Native advertising is an umbrella term for adverts and other marketing content that blends in with its environment. That could mean a blog sitting in amongst other blogs, a paid ad that looks similar to other search results in the search engine results pages (SERPs), or a paid-for post or video on a social media site. Whatever the setting, the native advertising content is designed to look similar to other content on the page.

What is sponsored content?

Sponsored content is a subset of native advertising. This means that all sponsored content is native advertising, but not all native advertising is sponsored content. Essentially, sponsored content is a type of brand content that is placed on a third-party publisher’s website or platform. This type of native advertising generally works best when it is ‘soft branded’ – made to entertain or inform rather than to push a product – avoiding the hard sell.

Content like sports or lifestyle videos from GoShow can hook viewers with footage they genuinely want to watch, helping to extend brand awareness and drive traffic almost without those viewers being aware of it. Get in touch either by LinkedIn or by email and we can help you launch a video marketing campaign that is tailored exactly to your needs.