Native advertising is a form of online advertising that blends seamlessly into the content and user experience of a website or platform. Unlike traditional display ads, native ads are designed to match the form and function of the site or app they appear on, and are often presented as sponsored content. Native ads can take many forms, such as sponsored posts, promoted videos, or recommended articles, and can be found on social media platforms, news sites, and other digital channels.
First, let’s tell you what is native advertising. Native advertising refers to a type of online advertising that blends in with the format and style of the platform on which it appears. The ads are designed to look and feel like regular content, rather than standing out as an obvious advertisement. Native ads can appear in a variety of formats, including sponsored content, promoted posts, and in-feed ads.
The goal of native advertising is to create a seamless experience for the user, while also providing value to the advertiser by increasing engagement and driving conversions. By blending in with the platform’s content, native ads can be more effective at capturing the attention of users who are often bombarded with traditional ads that they have learned to ignore. However, it’s important for native advertising to be transparent and clearly labeled as advertising to avoid misleading the audience.
Why Native Advertising Is the Future of Online Advertising
1. Improved User Experience
One of the biggest advantages of native advertising is that it offers a better user experience than traditional display ads. Native ads are designed to fit seamlessly into the content and format of the site or app, which makes them less intrusive and more engaging. By providing relevant and useful content, native ads can also enhance the user’s experience and provide value to the reader or viewer.
2. Higher Engagement Rates
Studies have shown that native ads have higher engagement rates than traditional display ads. According to a study by Sharethrough and IPG Media Lab, consumers looked at native ads 53% more frequently than display ads. Additionally, native ads were found to have a 9% higher lift for brand affinity and an 18% higher lift for purchase intent than banner ads.
3. Better Ad Blocking Resistance
As ad-blocking technology becomes more prevalent, native advertising offers a way for brands to get their message in front of consumers. Because native ads blend in with the content of a website or app, they are less likely to be blocked by ad-blocking software. This means that native ads can still reach consumers who are using ad-blockers, providing a valuable opportunity for brands to connect with their target audience.
4. Improved ROI
Native advertising can also offer a better return on investment (ROI) than traditional display advertising. By providing relevant and useful content, native ads can drive higher engagement rates and improve brand awareness. Additionally, because native ads are designed to fit seamlessly into the content of a website or app, they can often generate more clicks and conversions than traditional display ads.
Examples of Native Advertising
1. Sponsored Content
Sponsored content is a common form of native advertising that involves creating content that is relevant to the target audience and is presented as part of the editorial content on a website or app. For example, a travel website might publish an article about the top 10 destinations for summer travel, which is sponsored by a travel agency.
2. Promoted Videos
Promoted videos are another popular form of native advertising that involves creating video content that is relevant to the target audience and is presented as part of the video content on a website or app. For example, a sports website might promote a video about the latest soccer highlights, which is sponsored by a sports brand.
3. Recommended Articles
Recommended articles are a type of native advertising that involves recommending articles to users that are relevant to their interests and are presented as part of the article content on a website or app. For example, a news website might recommend an article about the latest political developments, which is sponsored by a political campaign.
Native advertising is a powerful tool for brands looking to connect with their target audience online. By providing relevant and useful content that blends seamlessly into the content and user experience of a website or app, native advertising can improve engagement rates, ad-blocking resistance, and ROI. As consumers continue to demand more relevant and useful content online, native advertising is poised to become an increasingly important part of the online advertising landscape.
