The Complete Guide to Native Advertising in 2023

Native advertising refers to paid ads that match the look, feel and function of the media format in which they appear. Simply put, native ads don’t really look like ads at all. They look like natural content and blend seamlessly into the user experience.

This is in sharp contrast to disruptive banner ads and pop-ups that interrupt the user’s flow. Because native ads don’t stand out as obviously as traditional display ads, they tend not to turn readers off, and can be more effective at driving clicks.

Native advertising can take many formats, including sponsored content, branded content, in-feed ads, recommendation widgets, and promoted listings. The common thread is that the promotions fit into the visual design of the surrounding content.

There are a few main types of native ads to be aware of:

In-Feed Ads

In-feed ads appear in social media streams and feeds, like Facebook, Twitter, Instagram and LinkedIn. They match the natural look and format of regular posts in the feed.

Recommendation Widgets

Many websites use recommendation widgets like “You may also like” boxes to suggest related content. Native ads can appear in these widgets alongside organic recommendations.

Promoted Listings

In search results and directories, promoted listings are marked as “ads” but fit seamlessly into the layout of other listings.

Branded Content Partnerships

Native ads can also come in the form of branded videos, infographics, ebooks and other content that lives on the brand’s owned channels, and is promoted across paid, owned and earned channels.

Native advertising comes with unique benefits and challenges for brands:

Benefits

Higher clickthrough rates - Native ads see higher CTRs because of their visual appeal.
Increased brand awareness - Seamless native ads expose more users to brands in a positive way.
Contextual targeting - Native ads can be laser targeted to certain sites and apps.

Challenges

Lack of regulation - Clear labeling and disclosure standards are still being refined.
Ad blockers - Many blockers now filter out native ads along with display ads.
Transparency issues - Deceptive native ads on editorial sites undermine user trust.

Here are a few best practices to ensure your native ads perform well and provide value:

Match the visual style and tone of voice of the surrounding content. Don’t stand out!
Focus on informing, entertaining and helping the audience first. Don’t make it all about your brand.
Ensure transparency through clear labeling and indicators. Don’t try to trick readers.
Test different ad formats, placements and content to see what resonates best with your audience.
Continuously track performance and optimize over time. Look beyond clicks to real engagement.

When executed well, native advertising lets brands connect with consumers in a relevant, natural and non-disruptive manner. But remember - quality of content and transparency with your audience are key. Brands must ensure their native ads are crafted to resonate with readers and enhance their experience.

The future of digital advertising lies in value-driven, audience-first native content. Focus on this approach and your brand will stay ahead of the curve.