Native advertising refers to paid ads on websites or apps that match the tone and format of the surrounding content. For example, promoted stories on social media, sponsored content on news sites, or suggested products on retail sites. The goal is for native ads to grab attention while providing value to readers, rather than disrupting their experience like display ads.
Well-executed native ads allow brands to reach engaged audiences and tell their stories in an informative way. Surveys show over 50% of consumers have engaged with native ads they found valuable. But without proper transparency, native ads also risk deceiving readers. FTC guidelines require identifying sponsored content to avoid misleading consumers.
The seamless integration that makes native ads effective also raises concerns. Brands want native ads to blend in, while publishers need to balance ad revenue with editorial standards and reader trust. There are also questions around AI-generated native ads and ensuring transparency. Additionally, as native advertising evolves, more education around identifying native content is required.
The ANA's Native Advertising Playbook outlines strategies for success:
- Clear labeling according to FTC guidelines. Identify sponsored content upfront with visible indicators like "Promoted" or "Paid."
- Provide value to readers. Well-written native ads are informative, entertaining or helpful for audiences. Avoid disruptive or annoying placements.
- Align with surrounding content. Keep native ad tone, style and format consistent with the publication or platform.
- Monitor performance. Analyze click-through rates, conversions, and reader feedback to refine native ad strategies.
Outdoor brand Moosejaw used native ads on travel sites to promote their jackets in a creative and ethical way. Their engaging "Moosejaw Antarctica Travel Guide" matched the editorial style of the sites while clearly identifying itself as a Moosejaw promotion. The tongue-in-cheek guide provided entertainment alongside useful information on jackets, driving high engagement. Traffic to Moosejaw's site increased 26% during the campaign.
As native advertising evolves, brands and publishers should continue focusing on transparency, value and relevance. New native ad formats like branded content and shoppable posts require clear disclosures. AI-generated native content will also raise new ethical questions. Additionally, more consumer education and industry self-regulation are needed as formats change. But with the right strategies, native advertising can meet its potential as an ethical, effective approach.
