Native advertising is paid media designed to match the content of a media source. Paid video content on the Youtube app is example of Mobile native advertising.. This media is designed to match the visual design and function of natural content, appearing in your feed of recommended videos. Native advertising is a form of paid advertising in which the ads match the look, feel, and function of the media format where they appear.
They fit “natively” and seamlessly on the web page. Unlike banner or display ads, native ads don’t really look like ads, so they don’t disrupt the user’s interaction with the page. This is the key to a native advertising definition – native ads expose the reader to promotional content without sticking out like a sore thumb.
Native advertising is the concept of creating ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer feels the ad belongs there.
Promoted search results and sponsored social media posts are popular examples of native ads. Both formats provide the same kind of value to users as organic search results and user-generated social media posts. As consumers become more resistant to traditional forms of advertising, including display ads and banner ads, Fortune 500 brands and consumer startups alike are allocating bigger budgets and more ad spending towards content marketing and non-disruptive ad formats.
Features Of Native Advertising:
Native ads match the look and feel of your site or app and provide a better user experience for your visitors. Native ads are different from standard ads in that they’re designed to fit neatly inside the user’s path through your site or app. Visitors still know their ads, but they look great next to your content.
Importance Of Native Advertising:
Native advertising offers the opportunity to connect with users in a format of the user’s choosing. Native advertising can also be less intrusive than traditional ad formats such as banner ads. In addition to this, the ad’s contextual relevance means that native advertising can produce a high Click-Through Rate (CTR) and boost conversions.
To learn more about the pros and cons, take a look at our guide on choosing the right format for your campaigns
Advertisers Choose Native Advertising:
When presenting an ad, these types of ads provide a great opportunity for creative exposure, and advertisers can make sure that users already enjoy the format. Recommendation widgets and in-feed commerce are popular native advertising options, but advertisers can also use the method to distribute creative, customized in-app content.
Native Advertising also presents several challenges, particularly because these ads require a ‘native’ understanding of the platform. The more advertisers can learn about a platform, the better their native advertising is likely to be. However, the benefits outweigh the complexities of these challenges. By tailoring advertising for a platform’s forms and functions, there is an opportunity to expose users to unique content that is particularly engaging to your target audience.
Native advertising also often outperforms traditional ads. Studies have shown that even though users are aware the content was paid for, native advertising gets higher engagement than traditional advertising methods. This could be because the content can be consumed in a way that is natural and intuitive to a user’s regular media consumption.
Components Of Native Advertising:
The design must ensure the native ad looks like a part of the website, fits within the overall interface, and doesn’t stand out from the rest of the content.
The ad placement on the website is crucial. Is it positioned as a part of in-feed content ads or placed in the content recommendation widget, or is it in a dedicated ad slot?
When a user clicks on the ad, are they taken to a different page on the website or to a third-party website altogether?
Types Of Native Advertising:
1. In-Feed Units
In-feed native advertising units are similar to the scenario we outlined above. If you’re seeing sponsored posts appear in your social media feeds or on a publisher’s site (e.g. Forbes, Mashable), those belongs to in-feed units. They belong to paid placements that appear directly in line with other articles, posts, or editorial content.
2. Paid Search Units
Native advertising is also a popular advertising method for search engines. Those top-of-the-page advertising placements you’re bidding on? Technically, they belong to native ad placements as those top-paid search results look like organic search results.
3. Recommendation Widgets
Another spot where you’ll find native ads on publisher sites, social media, and even search engine results in pages, is in recommendation widgets. You’ll often see these ads off to the side of a web page, or even at the end of an article, to recommend additional content you might like.
4. Promoted Listings
If you have an online shopping habit (like many of us), you see promoted listings regularly. To give you an example, when searching for new marketing books, several sponsored listings appear on Amazon.com. However, while those publishers paid for those media placements, they’re made to look just like the organic listings.
5. Display Ad With Native Elements
This type of native advertising looks just like any other ad you might see online. You may even see them in an ad container or banner. What makes them native, however, is that they’re contextually relevant to the site they appear on and the content they appear next to.
Campbell’s, for example, placed an in-ad unit on allrecipes.com for their recipe collection. While the ad doesn’t look like the actual recipes listed on the site, it is contextually relevant to the page.
Given the speed of technological change and the potential for publisher partnerships, the IAB’s last type of native advertising leaves the door open for a range of possibilities. Creating a new Snapchat filter (below) is an example of a custom native ad. The filter, while a form of paid media, fits within the app’s user interface alongside Snapchat’s other filters.
Advantages Of Native Advertising:
Grab Your Audience’S Attention
It’s easier to build brand awareness with native advertising than with traditional display ads. According to Acquisio, native ads receive 53% more views than their traditional counterparts. Why? Because they exist more seamlessly integrated into the customer experience. They blend into the content that surrounds them instead of jumping out at readers and saying, This is an ad! Look at me!
Drive Better Campaign Performance
Nothing can overstate the effectiveness of native ads. These ads just perform better overall when compared with many other ad formats — helping advertisers drive conversions and revenue. In fact, 71% of consumers say they personally identify with brands that launch native ads. Only 50% of consumers say the same about display ads.
Optimize Targeting Capabilities
Native ads can be contextually targeted toward specific audience segments. So advertisers know they have the greatest chance of generating engagement from their impressions. Consider native ads on publisher sites, for instance. A makeup retailer can launch an article or video ad on a fashion-news site, targeting people who’ve already consumed an article about makeup and have interest in content and products in this category.
Or, an athletic-wear brand can distribute native ads on a sports publisher site, reaching readers who’ve expressed interest in learning about fitness gear. The advertiser drives traffic and customers enjoy seamless, personalized ad experiences.
Build Trust Among Your Customers
Trust is critical in digital advertising, with frequent scandals around data breaches, fake news, and corporate corruption. According to a recent report from Ford, 77% of US consumers find it difficult to trust companies. That’s why native advertising is so important.
It helps brands build trust among their audiences and share valuable content, without resorting to annoying pop-ups or intrusive messages. As Adweek reported, two out of three Gen X and Z consumers trust branded content more than traditional ads.
Increase Click Through Rates
Here’s another statistic in the battle of native ads vs. display ads: native ads drive a 40 times higher click-through rate (CTR) compared to traditional display ads. More specifically, native ad CTR is particularly high in the categories of pets, food & drink, and family & parenting.
Disadvantages Of Native Advertising:
There Are Too Many Tools To Choose From
Many companies are getting in on the native advertising game. Choosing which to use to execute your strategy is tough. Taboola makes it easier for you. As the world’s leading native-discovery platform, Taboola helps you engage over one billion users across premium publisher websites. You know you’re gaining some of the widest reach and best targeting capabilities that native advertising provides.
Measuring Performance Is Complex
Since native ads have a unique format, it can seem tricky to gauge their performance, but you just need the right tools and metrics. You might, for example, measure impressions, clicks, and CTR. And once readers click through to your site, you can measure views, time on site, re-engagement rates, conversions, cost-per-action, and return on investment. Finding the right mix of native advertising metrics will depend on your campaign goals and audience behaviors.
Creating Native Ads Is Time-Consuming
Since native ads are more engaging than traditional ads, they are more complex to produce. They must blend into their surrounding content — be it an article page, social feed, or search results. At the same time, they must grab people’s attention by providing value in an instant. And inspiring people to click through and learn more.
Creating native ads involves many people, including advertisers, marketing managers, copywriters, creative directors, and publishing partners.
Native Ads Can Seem Deceptive
There’s a fine line between an ad that is creatively mapped to its environment and an ad that tricks the user. Native ads don’t want to deceive. They want to provide a seamless transition between consuming organic and paid content. That’s why native ads should always label with disclaimers, such as Paid, Sponsored, or, most simply, Ad.
Refining Your Customer Targeting Seems Complicated
Since native advertising helps brands reach their most relevant audiences, they may need to rethink their approach to customer targeting. That is, they need to consider how native advertising can enable them to launch hyper-targeting campaigns across channels.
To do so, they may need to pull more customer data, create unique audience segments, and ensure their personalized content to each demographics’ interests and behaviors.
Landing Pages Must Be Updated To Handle Increased Engagement
Native advertising yields increase engagement, so brands must ready themselves, to deliver when they start to see those click-through rates go up. One of the best ways to do this is to optimize landing pages and articles, making sure that all post-click content matches its corresponding ad and delivers comprehensive, seamless customer experiences.
Preparing Your Funnel For Expanded Awareness Is A Must
With native advertising, brands can generate awareness about their products and services. They just have to be prepared to move those new potential customers through the next stages of the marketing funnel, including the consideration, decision, and retention phases.
After generating awareness with blog posts and videos, for example, an advertiser might educate audiences with how-to articles and demo reels. Then they might inspire people to purchase with customer testimonials. And finally, they can retain customers and build loyalty with personalized follow-ups and recommendations.
Native ads can be a wonderful thing. They offer brands and marketers a higher level of reader attention and barely interfere with a consumer’s online experience. If an ad is a well-placed native ad and offers the user good content, brand affinity can be strengthened and influenced. It has been proven that native advertising is an effective approach to marketing in its versatility. And the capacity to break through the noise of modern advertising and overcome banner blindness.
One of the most impressive features of native advertising is its ability to effectively don the look of almost all media formats to create a personalized, seamless ad experience for consumers. Native ads are the way forward when it comes to online promotion and optimizing user experiences.
But still, no one really wants to be inundated with irrelevant or uninteresting clickbait. So if you are thinking of using native ads in your marketing strategy, make sure your intentions are good and the content is on-point.