The simple definition of a native ad is that it is basically a paid advertisement. However, it is a paid advertisement that functions differently compared to traditional paid ads. Using written content, native ads are basically an ad that is disguised as real content by the platform. It is also known as native content. Consider it as same as traditional PPC ads in the Google SERPs. Though they say “ad”, they are still punctuated with other “non-ads.” Here, we are discussing everything about native ads, including how it works, different types of native ads, and the benefits of native advertisements.
Advertisers found these ads to be profitable. Many people continue to click on those ads and purchase those products. Native advertising takes similar principles as other ads and inserts them into written content.
In a magazine, an example of native advertising might appear in the form of an insertion that is written as an added article in the magazine but is an advertisement. It is designed to fit effortlessly into the content that encloses it, which is why it generally was mistaken for real content.
Usually, native ads are presented in one of three ways:
- In-feed ads- These are the ads that appear in social network feeds (Instagram, Facebook, etc.)
- Search and promoted listings- These ads appear at the sidebar or top of Google
In-feed ads: ads that appear in social network news feeds (think Facebook, Instagram, etc.)
Search & promoted listings: ads appear at the top or sidebar of the Google SERPs
Content recommendations: ads appear as recommended articles
Who Uses Native Advertising?
The real question should be, who is not using native advertising? And more importantly, who can afford to ignore it? Revenue from a native ad is rapidly increasing. Customers are 25 percent more likely to engage with native ads compared to banner ads, and they are about 475.28 times more expected to survive.
Why is Native Advertising Effective?
The main reason why native advertising has proven to be effective is that they are received much better by the target audiences. This method assists to prevent ad fatigue and engages the audience. As they do not feel like ads, people are likely to see them and consume their content.
As far as traditional advertising is concerned, a graphic ad can be ignored easily, as people are continuously inundated with marketing ads the entire day. One of the major benefits of native advertisement is that they allow brands to get their message across the audience with a greater likelihood.
In today’s scenario, with the changing online landscape, brands are adopting native advertising as the only means to get their marketing message across their target audience. This is so because both tactics provide a more direct link to the target audience.
With the passing time, customers have learned how to “tune out” the unwanted advertisements and marketing messages that they never asked to get in the initial place. Native ads provide marketers a medium to circumvent this and get their marketing messages across their target audience.
How does native advertising work?
Initially, a brand pays for placing their content on different native advertising platforms they choose. Just like any other ad, choosing the right platform is an important step in the procedure. You must choose the channel that your target audience is using, whether that is Google, social media, etc.
Different Types of Native Ads
Generally, they are classified as open and closed adverts.
Closed are those that are shown on closed platforms. These ads can only be viewed by people who have an account on that platform, like social networks.
Open ones are the ones that are spread simultaneously on several online platforms with a similar theme. These have a wider reach compared to the closed ones.
The only thing that you need to do is format the best one that suits your product or service, so to help you make the right choice, let us have a look at the popular types of native ads:
- In-feed units- In-feed units are sponsored content that is displayed in the news feed for websites or social media networks. They are displayed amongst other voluntary editorial content.
- Sponsored lists- These native ads appear on eCommerce pages that lack editorial content. They are displayed in the lists of products and services. One of the major differences between native ads and the rest of the products is that when a user clicks on a native ad, they are redirected to the advertiser’s page.
- Branded content- It is a type of content that is created and published by third parties but are sponsored by a brand. The biggest example is the sponsored posts by the influencers of social media networks or blogs who promote their brand from their point of view, however, typically a payment from the brand’s side is involved.
- Native display ads- They are like display ads that you already are aware of, but they get adapted 100% to the environment in which they are placed, nevertheless they are perceived easily as advertising.
- Recommended widgets- These are content recommended for the readers, usually appearing as integrated widgets at the end of the page or on the right side.
- Search results- These are just like product lists. The only difference is they appear at the begging of a search and are generally based on the keyword’s a user uses.
Top benefits of Native Advertisement
Puts the publishers in control- While using ads, marketers can never be sure to whom these ads are going to be displayed and when. With the help of native advertisement, we can decisively place content into an environment where it will be seen by the audience chosen by us, sitting amongst the same content, matching purpose, and topic.
Captures the audience’s attention- One of the major benefits of a native advertisement is it is helpful in attracting the audience. Because of its every “soft” approach compared to other advertising processes, native ads are more likely to capture the audience’s attention. When done correctly, it is relevant content that fits in with the page’s content or social timelines.
Wider reach- If the content is informative, relevant, and engaging, as it should be, readers are expected to engage, share, and like the content. The best native ad does not look like an advert ad, and the content it serves is targeted so well that the audience feels happy to consider it as standard content.
Ad-block friendly- Native ads are unobtrusive, look like standard content, and do not disturb the user’s experience. Rather, they offer content of interest to determine a product or service. In an era where users are less tolerant of ads that affect their restricted browsing time, native ads provide an excellent way to reach your target audience.
Enhances brand awareness- Native advertising improves the likelihood of “going viral” and thus helps to improve brand awareness across different online channels.
Regular advertising practices are often removed or cropped from mobile devices to offer a more optimum experience for mobile users whereas regular content will still be seen on the radar of your target audience regardless of their selection of the device.
The native content is developed by the brand to have a similar look and feel like the content surrounding the platform. What brands are paying for is the capability to “rent” the platform for their personal distribution.
Once the content is created and approved, it is tagged with a “warning” that may say things like “Paid Advertisement” or “Advertisement.” This creates a kind of transparency within the native ad platform as it does not disrupt the experience completely as a television ad does.
The growth of native ads has slowed down in recent years. However, this does not indicate the format’s end. Native ads may have a few drawbacks, but it has many more benefits as discussed above. Advertisers are not ready to stop using native advertisements.