Explore successful native advertising campaigns by top brands, key factors for effective native ads, and future trends in AI optimization, video-based ads, and personalization across platforms.
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What is native advertising ?
Native advertising is paid content designed to blend seamlessly with a platform's regular content. Here's what you need to know:
- Looks and feels like normal content on websites or apps
- Paid for by brands to promote products or services
- Matches the style and format of the platform it appears on
- Less disruptive than traditional ads, improving user experience
Key features:
- Blends with surrounding content
- User-friendly and non-intrusive
- Tailored to the site and its audience
Main types:
- In-feed ads
- Sponsored content
- Promoted listings
- Content suggestions
- Paid search ads
| Aspect | Native Ads | Display Ads |
|---|---|---|
| Appearance | Blend with content | Stand out |
| User experience | Less disruptive | Can be annoying |
| Click-through rate | 0.2% | 0.05% |
| Brand awareness | Better | Lower |
| Cost per 1000 views | $10-$20 | $0.5-$4 |
Native advertising is becoming increasingly important in digital marketing, offering better engagement and brand trust compared to traditional display ads.
Main features of native advertising
Native advertising has key features that make it work well for marketing:
Blending with content
Native ads fit in with the regular content on a website or app. They do this by:
- Looking like the other content around them
- Using the same writing style as the website or app
- Following the same format as other content on the site
For example, a native ad on a news site might look just like a normal news article.
Easy for users
Native ads are good because they don't bother users:
| Feature | How it helps |
|---|---|
| Fits the topic | Ads match what users are interested in |
| Blends in | Users can see ads without stopping what they're doing |
| Useful content | Ads often give helpful info or are fun to read |
Because they're easy to use, more people click on native ads. They get clicked about 8.8 times more than regular banner ads.
Matches the site and readers
Good native ads need to understand the website and the people who use it:
1. Made for each site: Ads are created to fit each website, whether it's social media, news, or something else.
2. Aimed at the right people: Native ads use info about users to show content they'll like.
3. Good quality: The best native ads give users something they want, like interesting info or fun content.
Types of native ads
Native ads come in different forms, each designed to fit in with the content around them. Here are the main types:
In-feed ads
These ads show up in content feeds on social media, news sites, and other content-heavy websites. They look like regular posts or articles.
| Platform | Example |
|---|---|
| Sponsored posts in news feed | |
| Promoted posts in image feed | |
| Sponsored content in professional feed |
In-feed ads can be text, images, videos, or a mix. They work well on mobile devices because they fit naturally with scrolling.
Sponsored content
Sponsored content looks like regular articles or videos on a website. It gives useful info to readers while also mentioning a brand or product.
Key points about sponsored content:
- Matches the website's writing style
- Gives helpful or fun info to readers
- Clearly marked as sponsored
- Can include text, images, or videos
Promoted listings
These ads are common on shopping websites and search engines. They make certain products or services easier to find.
Benefits of promoted listings:
- Products or services are easier to see
- More people click on them compared to regular ads
- Can be cost-effective, as some sites only charge when something is sold
For example, eBay's promoted listings get 36% more views than regular listings.
Content suggestions
These ads often appear at the end of articles or on the side of web pages. They suggest other content you might like to read.
What to know about content suggestion ads:
- Show up near or below regular content
- Use catchy titles and pictures to get clicks
- Often say things like "You might also like"
- Can lead to both the website's own content or outside content
Paid search ads
Paid search ads show up in search results. They look similar to regular search results but are actually ads.
| Feature | How it works |
|---|---|
| Relevance | Shows up when people search for related words |
| Cost | Advertisers only pay when someone clicks |
| Targeting | Can be aimed at specific people based on what they search for |
These ads work well for reaching people who are actively looking for products or services.
How native advertising works
Native advertising works by fitting in with regular content on websites and apps. Here's how it happens:
Matching ad style to platform
Native ads look like the content around them. This means:
- Using the same fonts and colors as the website
- Making ads that look like normal posts or articles
- Fitting in with how the website works
For example, a native ad on a news site looks like a news story, while on Instagram, it looks like a regular post.
Reaching specific audiences
Native ads use smart ways to show up for the right people:
| Targeting Type | What It Means |
|---|---|
| Who you are | Your age, gender, where you live |
| What you do | Websites you visit, things you buy |
| What you're reading | Ads that match the content you're looking at |
| What you like | Your hobbies and interests |
This helps make sure ads are shown to people who might actually want to see them.
Automated placement and bidding
Computers do most of the work to place native ads:
1. Ad Space Market: Companies offer to pay for ad space on websites.
2. Quick Auction: When you open a website, a fast auction happens to pick which ad to show.
3. Putting Ads In: The winning ad is quickly put into the website.
4. Checking How It's Doing: The system keeps track of how well ads are working.
This computer-run process helps put native ads on many websites for many different people.
Advantages of native advertising
Native advertising has several key benefits for brands in digital marketing. Here's why it works well:
More people interact with native ads
Native ads do better than regular display ads:
| What we measure | Native ads | Display ads |
|---|---|---|
| Click-through rate | 0.2% | 0.05% |
| How much people engage | 53% more | Normal amount |
| Likelihood to buy | Higher | Lower |
These numbers show that people are more likely to click on and engage with native ads. This is because native ads fit in with the content people are already looking at.
Helps brand image
Native advertising makes brands look good by:
- Showing the brand knows a lot about its field
- Giving users helpful information
- Matching the style of the website or app it's on
This helps people trust the brand more. In fact, 68% of people trust native ads that look like news articles.
Less ad tiredness
Native advertising helps with ad tiredness in these ways:
| How it helps | What it does |
|---|---|
| Fits in | Looks like regular content |
| Gives good info | People find it useful |
| Doesn't bother users | Doesn't interrupt what people are doing |
By showing ads in a way that people like better, native ads keep people interested. This is important because there are so many ads online today.
Here's how well native ads work:
- 70% of people like learning about products through content instead of regular ads
- Native ads get seen 53% more than regular display ads
- People engage with native ads 20-60% more than banner ads
Challenges and issues
Native advertising has some problems that marketers and publishers need to handle carefully.
Keeping ads clear and open
It's important to be honest about native ads to keep people's trust. The FTC says native ads must be clearly labeled. Here's how to do it:
| What to do | Why it's important |
|---|---|
| Use clear labels like "Sponsored" or "Promoted" | Helps people know what's an ad |
| Use the same text style for ad labels | Stops people from getting confused |
| Explain what sponsored content is | Teaches people about ads |
If you're not clear about ads, you might get in trouble and lose people's trust.
Balancing content and ads
It's tricky to have the right mix of native ads and regular content. Publishers need to make sure ads don't hurt their reputation or annoy readers.
Things to think about:
- Work with advertisers to make ads that fit the website's style
- Make ads useful for readers
- Don't accept ads that are dishonest or don't fit the website
By putting readers first and sticking to their standards, publishers can make money from native ads without losing trust.
Checking ad success and value
It can be hard to tell if native ads are working well because they're different from regular ads. But it's important to check so you can make them better and know if they're worth the money.
Ways to check how well native ads are doing:
1. Set clear goals
- For brand awareness: Look at how many people see the ad
- For getting leads: Count how many people sign up or download something
2. Use tools to test different versions
- See what works best and make changes based on data
3. Use better ways to measure
- Use special tools to see which ads led to sales
- Look at how groups of people react to ads over time
4. Use more exact measurements
- Check how long people really pay attention to the ad
- See how many people start reading the ad carefully
- Find out how much of the ad people read
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Tips for making good native ads
Here's how to create native ads that work well:
Matching platform style
Make your ads look like they belong on the website or app:
| Platform | What to do |
|---|---|
| News sites | Write like a news article, use a clean layout |
| Social media | Be casual, use lots of pictures |
| Blogs | Write like you're talking to a friend, mix text and images |
- Look at how the website or app writes and looks
- Use the same fonts and colors
- Write in a way that fits the website but still sounds like your brand
Giving useful info to users
Focus on helping people, not just selling:
- Answer common questions about your industry
- Give helpful tips or solutions
- Use facts and expert opinions to back up what you say
- Make content that teaches or entertains your readers
Making ads work on phones
Many people use phones to browse, so make sure your ads look good on small screens:
| What to do | Why it's important |
|---|---|
| Use designs that fit different screen sizes | Ads look good on all devices |
| Keep titles short (under 60 letters) | Easy to read on small screens |
| Use tall images | Fit better on phone screens |
| Make buttons big enough to tap | Easy to use on touchscreens |
Where to use native ads
Native ads can be used on many digital platforms to blend in with regular content. Here's where you can put them:
Social media sites
Social media is great for native ads because many people use it and see personalized content:
| Platform | Ad Type | How It Looks |
|---|---|---|
| Sponsored Posts | Like normal posts in your feed | |
| In-Feed Ads | Like regular pictures or videos | |
| Sponsored Content | Like work-related posts |
These ads look like normal posts, so they don't bother users but still reach the right people.
Content sharing networks
These platforms put sponsored content next to regular articles:
- Taboola: Shows ad content on popular websites
- Outbrain: Like Taboola, puts ads on news and media sites
- RevContent: Shows ads based on what users like
These networks put ads where people are looking for new things to read.
News and blog websites
News sites and blogs use native ads to make money:
1. In-article ads: Ads that show up between paragraphs or at the end of articles
2. Sponsored articles: Full articles that talk about a brand or product while giving useful info
3. Brand content areas: Special parts of websites with lots of content about one topic or brand
These ads fit in with the style of the website and give readers helpful information.
Native ads vs. regular ads
Comparing native and display ads
Native ads and display ads are two different types of online advertising. Here's how they compare:
| Feature | Native Ads | Display Ads |
|---|---|---|
| Look | Fit in with website content | Stand out from website |
| User experience | Less disruptive | Can be annoying |
| How well they work | More people interact | Fewer people interact |
| Click rate | 0.2% on average | 0.05% on average |
| Brand awareness | Better | Not as good |
| Buying likelihood | Higher | Lower |
| Content focus | Useful information | Eye-catching visuals |
| User trust | Higher (70% like content) | Lower |
| How they fit in | Blend with other content | Separate from content |
| Targeting | More relevant to users | Less relevant to users |
| Cost | More expensive ($10-$20 per 1000 views) | Cheaper ($0.5-$4 per 1000 views) |
Native ads work better than display ads in many ways. They look like normal content on a website, so people are more likely to read and click on them. Studies show that native ads get clicked 4 times more often than display ads.
Native ads are good for making people remember and trust a brand. Users like learning about products through content instead of regular ads. This makes them more likely to buy things they see in native ads.
Native ads cost more than display ads, but they often work better. Native ads can cost $10-$20 for every 1000 times they're shown, while display ads cost $0.5-$4. Even though they're more expensive, native ads can be worth it because more people interact with them and buy things.
Display ads are good for getting attention quickly. They work well for new products or sales that are only happening for a short time. But people can get tired of seeing them and start to ignore them.
In short, native ads fit in better with websites and work well for building trust. Display ads are cheaper and good for quick attention, but they don't work as well overall.
What's next for native ads
Native ads are changing. Here's what to expect in the future:
More videos
Video ads are becoming more popular in native advertising:
| Trend | Details |
|---|---|
| Growth rate | 21.9% increase in spending each year |
| Why it matters | People like watching videos online |
| What companies should do | Try out video ads and make them better |
Using AI to make ads personal
AI is making native ads smarter:
| How AI helps | What it does |
|---|---|
| Shows the right content | Suggests ads based on what people like |
| Makes many ad versions | Creates different ads quickly |
| Tests what works best | Finds out which ads people click on most |
| Finds the right people | Shows ads to people who might be interested |
Making ads more fun to use
Ads are becoming more interactive:
| New ad types | What they do |
|---|---|
| Voice ads | Work with smart speakers at home |
| AR and VR ads | Let people see products in 3D |
| Clickable ads | Get people to do things in the ad |
Companies need to keep up with these changes. By using more videos, AI, and fun ads, they can make their native ads work better.
Wrapping up
Main points to remember
Native advertising is now a big part of online marketing. Here's what you need to know:
| What it does | Why it matters |
|---|---|
| Fits in with other content | People don't find it annoying |
| Makes ads more personal | Shows ads people might like |
| Clearly marked as ads | Keeps people's trust |
| Works on many websites | Reaches more people |
Native ads work better than regular ads and can be cheaper in the long run. But companies need to be careful to make good ads that people trust.
Native ads in marketing today
Native advertising is becoming more important for marketing:
| Trend | What it means |
|---|---|
| Growing fast | More companies are using native ads |
| New tech | Using AI and VR to make better ads |
| Solving problems | Finding ways around ad-blockers |
| Working together | Companies and websites team up |
As the internet changes, native ads will keep helping companies talk to people in ways that don't bother them.
FAQs
What do you mean by native advertising?
Native advertising is paid content that looks like regular content on a website or app. It's made to fit in with other content so it doesn't bother users. Native ads try to get people interested by giving them useful information while also talking about a brand or product.
What are examples of native ads?
Here are some common types of native ads:
| Type | What it looks like |
|---|---|
| In-feed ads | Paid posts on social media |
| Sponsored content | Brand articles on news sites |
| Promoted listings | Paid product listings on shopping sites |
| Paid search results | Ads that show up with search results |
These ads are made to look like the normal content you see when browsing, so they work better than regular ads.
What is native advertising and examples?
Native advertising is when ads are made to look like the content around them. Some examples are:
- A paid video on YouTube that shows up in your recommended videos
- An article about a brand on a news website that looks like a normal news story
- A paid tweet in your Twitter feed
These ads try to give users something useful while also talking about a brand or product. They often work better than regular ads because people are more likely to look at them and click on them.
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