Native advertising refers to paid ads on platforms like social media, search engines, and websites that match the visual design and user experience of the surrounding non-sponsored content.
For example, promoted posts on Facebook, sponsored content on a blog, and suggested videos on YouTube are all forms of native ads.
Unlike disruptive banner or pop-up ads, native advertising aims to blend in with its environment and capture attention by providing value to the viewer. The goal is to inform and engage audiences with relevant, helpful content rather than overt sales pitches.
Native Advertising vs Traditional Advertising
So how does native advertising differ from traditional display advertising? Here are some of the key differences:
- Placement - Native ads appear in-stream, alongside other non-paid content vs traditional ads which are separate.
- Format - Native ads match the natural form of the platform vs interruptive pop-ups, banners, etc.
- Objective - Native ads aim to inform vs traditional ads which explicitly sell.
- Targeting - Native ads can be hyper-targeted based on interests and behaviors vs broad targeting.
- Metrics - Native ads are measured by engagement vs traditional ads which focus on clicks and views.
This integrated, non-disruptive approach allows native ads to deliver higher engagement and conversion rates compared to traditional display advertising in many cases.
Types of Native Advertising
There are a variety of native advertising formats available. Some of the most common include:
- In-feed social ads - Sponsored posts and content within social media feeds, such as Facebook, Twitter, Instagram, etc. These blend seamlessly into the user's feed.
- Recommended content - Contextual suggestions on sites like YouTube and Outbrain that match the surrounding content.
- Promoted search ads - Paid search results on Google, Bing and other search engines that are similar to organic results.
- Custom article pages - Advertiser-sponsored content hubs, lists and articles on high-authority sites. These match the tone and design of the publisher.
- Sponsored content - Branded blog, news, video and social posts that integrate a promotion into relevant stories.
Benefits of Native Advertising
Why should marketers consider native advertising? Here are some of the benefits native ads offer compared to traditional ads:
- Higher click-through rates - Native ads generate more voluntary clicks due to their contextual relevance.
- Brand safety - Native ads appear on vetted, high-quality publishers and platforms vs risky networks.
- Increased trust - Native ads' informative nature increases consumer receptiveness vs disruptive ads.
- Better targeting - Native ads can be laser-targeted to specific user interests and behaviors.
- Higher conversions - Users are more likely to engage with and convert on native ads since they select to click on them.
- Cost-efficiency - Native ads can deliver results more efficiently due to higher engagement rates.
Creating Effective Native Ads
How can you develop native ads that deliver results? Here are a few best practices:
- Align with platform aesthetics - Match the look, feel and functionality of the surrounding content.
- Inform over sell - Focus on providing value vs overt sales pitches. Educate and entertain users.
- Leverage interactive formats - Use polls, quizzes, calculators and other engaging elements.
- Target interests - Contextual relevance is key. Keep the user's needs and interests top of mind.
- Write great headlines - Compelling, benefit-driven headlines entice clicks.
- Monitor performance - Continuously optimize based on real-time metrics like engagement rate.
- Prioritize mobile - Most native ad consumption happens on mobile, so optimize for those experiences.
The Takeaway
As consumers grow wary of disruptive traditional ads, native advertising allows brands to reach audiences with contextually-relevant and engaging content. When executed effectively, native ads can drive measurable results and provide a superior user experience.
Focus on providing value, aligning with platform aesthetics, employing interactive formats and optimizing based on performance data. With these strategies, your native advertising can capture attention and drive conversions without detracting from the user experience.
