January 31, 2025
TV
Digital
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Native advertising: How to sell without selling
Advertising that doesn’t look like advertising is more than just a trend. It’s a way to build trust and turn an audience into loyal customers. Native advertising is the art of seamlessly integrating a brand into content that inspires, educates, or entertains. But how do you build a campaign that really works? Experts from “NBCA. Efficiency” discuss tools that turn viewers into loyal customers.
The demand for native advertising is growing rapidly, as confirmed by Business Research Insights. According to the data, the global market volume reached $127.18 billion in 2024 and will grow to $368.93 billion by 2032, with an annual growth rate of 14.24%.
This growth is being driven by several factors, the most important of which is the changing habits of audiences. As traditional advertising becomes increasingly annoying and intrusive, people are seeking more natural ways to engage with brands. Native advertising blends perfectly into the content they are already interacting with, making it feel like part of their experience rather than an advertisement.
Interactivity in Action
Modern technology makes advertising not only more vibrant but also more effective. AR, VR, and artificial intelligence make it easier to create engaging formats that turn brand interactions into enjoyable experiences.
Interactive formats, such as embedded mini-games featuring brand elements, help increase user engagement time and drive conversions. The use of AI allows for more precise targeting and personalization of advertising messages more precisely, making them more relevant to the audience.
Gamification and interactive elements, such as VR, often create a “viral” effect, helping brands quickly achieve their marketing goals and strengthen their market position. However, it is important to remember that the choice of technology should be justified—it should be aligned with the brand’s needs and audience expectations. Technology only works when it is appropriate, stresses Pavel Ignatov, CEO of UM (ADV Group).
Despite technological innovations, the key to success is the idea itself. Mikhail Postevoy, Head of Digital Sales for Friday!, Saturday!, 2x2, TV-3, GPM Ads, notes that modern technology is changing advertising, making it more organic. However, it is crucial to remember that technologies are just tools that help bring creative ideas to life—ideas developed by people who understand their target audience.
Advertising That Resonates Locally
How to make advertising not only attract attention but also feel “relatable”?The secret lies in localization—the subtle art of speaking to an audience in their own language. In Russia, where each region is a small world with its own cultural traditions and consumer habits, this approach is especially important. We customize our ads for each local audience, while taking into account the specifics of product categories, cultural standards, and purchasing habits. This results in advertising that feels natural and builds trust.
X5 Media uses a powerful toolkit to help brands get closer to their customers. The in-store inventory of X5 Group retail chains covers 90% of Russian cities, and precise segmentation allows for the display of advertisements that are relevant in the here and now.
Beyond in-store inventory, X5 Media actively uses digital and analytical tools to achieve marketing goals. For example, in the “Pyaterochka. Delivery” and “Perekrestok. Delivery” apps, personalized recommendations are generated, while on the Food.ru media platform, brands are integrated into original shows and series, fitting seamlessly into consumers’ daily lives.
How to Choose the Right Format?
The effectiveness of native advertising depends largely on the chosen format, its relevance, and creativity.
- Product placement in podcasts can be very effective due to strong audience loyalty.
The advantage of product placement in podcasts is the high level of trust in the host: the audience often becomes emotionally attached to the hosts and therefore more receptive to their message.
- Gamification is a great way to strengthen brand connections through vivid emotions. Dmitry further explains that game mechanics help build strong brand loyalty.
- Mikhail Postevoy notes that creative challenges have significant viral potential, but their success carries a risk, as predicting audience reception can prove challenging.
- Video content continues to dominate marketing tools. According to a Wyzowl study, 91% of companies used video in their campaigns in 2024.
Micro-videos, especially on social media, allow brands to reach a wide audience in a short time. This format can have a viral effect and effectively deliver key messages. We actively use such approaches, including the X5 Blogger platform for launching advertising campaigns with bloggers.
The Red Line
Modern advertising calls for a delicate balance. How can brands avoid turning native content into a direct push? Pavel Ignatov, CEO of UM, believes that content should be useful and not overloaded with branding.
Advertising content tailored to the specifics of both the communication channel and an individual blogger will not resonate with the audience if branding and detailed USPs squeeze out valuable content.
Instead of manipulating consumers’ attention with clickbait and gimmicks, brands should create content that fits naturally into the user’s everyday experience, providing valuable information or engaging entertainment.
Even the most native advertising message can elicit a positive response from some viewers, but be perceived as intrusive by others. What you need to consider first and foremost is where and how you communicate with the audience, understand their habits, and be mindful of your presentation, creativity, content, and context.
The cases we will be evaluating for the “NBCA. Efficiency” Awards demonstrate that, despite the inherently promotional nature of advertising, it is important to create content that is unique. Brands need to carefully craft their message, focusing on authenticity and originality.
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