Digital advertising is one of the key marketing tools that factually enables its users to reach their target audience and engage them through a presentation of their adverts. That said, advertisers become much more serious when there is a sudden change in reporting of interactions with the displayed content through ads. This is where native advertising arrives, it provides brands with a newer model which they can utilize to showcase their advertisements and relay their message to the targeted people through a newer method of advertising.
There are many benefits and perks that come with utilizing this method of advertising. It enables an average publisher to do much more than the normally utilized and preferred advertising model. We will walk you through every detail you need to know about contemplating the concept behind native advertising and by then end of this, you will be able to answer normative questions about the topic such as,
- What is native advertising?
- Why is native advertising important?
- What are the types of native advertising?
- How to use native advertising to reach your marketing needs? And much more.
What Is Native Advertising?
The concept behind the term, “native advertising” essentially demonstrates the “paid ad placement” that showcases the advert in the same format as the non-paid content. Good examples are sponsored posts on linked in feed which are clearly labelled as an advert or a form of paid advertising, but they look like any other post generated on the feed.
Native advertising is neither a rarely utilized model, nor it is a newer form of advertising that people are opting over other models of advertising, it has been available for use for a long period of time now, and it’s also supported by almost every ads-based platform, starting from your favorite publishing websites and continuing up till your favorite social channels.
The utilization of an advert that smoothly and seamlessly fits into the user’s generated feed on any specifically chosen platform is known to provide a beneficial aspect to both, the consumer and the advertiser of the ad. In addition, this is a more contextual form of digital advertising that can prove to come in handy as the consumer will not instantly and sub-consciously think that this is an “Advert”, instead the potential consumer will stop to look at the post, while remaining to be unbiased and not giving the advert a second though regarding distrust.
If the user considers the advert considerable and impressionable, he will do so as he will be unbiased and vice versa. In simpler terms, there will be no feeling of being targeted as a consumer when the advert is shown in the generated feed, it will continue to seamlessly fit in with the other posts being consumed on an unbiased basis. Instead of being positioned on the top of the website, or any other unrelated and alienated spot on the website, the adverts will now be shown on the webpage as any other post is displayed.
The advert will be enabled to mimic the same look, feel and function as the ordinarily posted content that appears on the feed. This format further helps to enhance the average user’s experience, making the ad personify the user by seamlessly appearing in the user’s medium based feed. This helps in getting the message through and helps in peoples’ understanding of the concept behind the idea of the content being displayed.
Hence, this enables the utilization of this ad-based model to prove to be more effective than other models, native ads are becoming more and more popular, with almost doubling their utilization in just three years before 2022.
Why Use Native Advertising?
Content has recently transformed into a more centralized section for the average person. We are being constantly influenced and targeted as consumers from the moment we wake up on Monday and get out of bed to go to work, till late till Saturday night, we consume news, articles, television shows, social media posts, and photos displayed to us through different versatile means and sources.
With this amount of content displayed to us and expected for us to consume, it’s safe to say there is too much content and too little time for it to be consumed. By keeping this concept in mind, most of today’s web users have trained themselves in accordance with what suits them best in this situation, which is to ignore the intrusive and somewhat annoying adverts being displayed to them. This is one of the many important reasons why there is a constant incline in the number of people utilizing the services of ad blockers. They utilize their services to block off all ads that are suddenly and intrusively displayed to them.
Native ads have a better and a larger potential to increase conversions. Native ads are known for their slick design and improved performance when compared with other normative ads displaying models. They’re known to be more effective at raising brand favorability, customer and potential consumer consideration, and message association.
6 Universal Types Of Native Ads:
Much like other forms of utilized ads have further branches of utilizable formats, which each come with their own form of perks and pros. The following six types of native advertising have been identified by the (IAB) Interactive Advertising Bureau:
1. In-feed units:
In-feed advertising units are much more like the already explained concept of native adverts being more effective and seamless than other ad models. If you’re being displayed some sponsored posts on your generated feed, then know that those are in-feed units that are being displayed to you. They’re known to be a form of paid advertising placements that appear directly in-line with other non-advertising bodies, such as the articles, and posts you have directed yourself to factually consume. Normally, in-feed units are known to look different from a normatively utilized website as they fit into each site’s unique user experience.
2. Paid Search Units:
Native advertising is a well-known advertising method, a branch of which deals with its use for search engines. The top of the page advertisements or Sponsored Web search results are also known to be somewhere advertised. Sometimes they can be sponsored, which are then triggered using special and specific keyword management, implemented techniques.
The top displayed search results are made to fit with organically generated search results which also falls into the criteria of Native advertising.
3. Recommendation Widgets:
Another location where you’ll be able to spot native ads on publisher sites, social media platforms and even search results page of many search results is in recommendation related widgets. You’ll often find yourself looking at these ads at the side of the webpage, or on many occasions even at the bottom of the displayed content you were first searching for. The basis of these ads will be to provide recommended content that you would like in addition to the content you’re already viewing and consuming.
4. Promoted Listings:
If you have an online shopping habit or even online window-shopping habits, much like many of us, you will most probably be presented with promoted listings regularly and somewhat consistently. For example, when searching for a specific niche that falls in a certain category such as “new marketing books”, you will be displayed with many sponsored listings appear on the medium you’re currently utilizing. The sponsored listings you’re being displayed are made to be displayed in a discreet way which doesn’t necessarily showcase the fact that it’s sponsored, or a paid form of advertisement to be specific, they’re simply made to look the way they do, when presented to you and they look almost identical to organic listings.
5. Display Adverts With Native Elements:
Just like any other advert you might see online; this type of advert revolves around the same concept. You may even spot them being displayed in an ad container or a specified banner. You must be thinking, “what makes them native?” the reason behind why they’re still categorized as native ads is because they’re contextually appropriate and relevant to content being displayed to you on the website, or the general content they’re displayed next to, revolves around similar keywords and a native concept to be specific.
Some ads might not look like they’re like the content you’re presently consuming, however they will still be categorized to having the same contextual prowess and idea behind them.
Given the abruptness of the continuous change in technological terms and the incline in potential for publishing partnerships, the IAB recognized last type of native ads is not known to remain to be confined for a small number of possibilities only. Rather, it’s known for its capability to potentially invite a range of further branches of possibilities. Generating and forming a new, personally designed and generated filter of snap chat is a good example of a custom-made native ad. The filter is recognized as a form of paid media, that has been custom designed, and it still falls into the premises of the application’s user interface and falls into a certain category of other defined filters.
Why Do Advertisers Choose Native Advertising?
Native advertising enables publishers to enhance creativity and provide themselves with an opportunity for further creative exposure and attaining experience. When utilizing the concept behind this method, the writers are known to majorly ensure that the average targeted user interacts with the format this ad model utilizes to publish and display the advert to the target audience.
Recommendation widgets and in-feed units (explained above) are the most common forms of Native advertising that most ad publishers opt for when targeting the right audience, however, advertisers can also utilize further forms of native advertising to introduce and distribute certain creative, customized and productive content options.
Native advertising is also known to advocate challenges throughout the average users’ experience when utilizing them, which is why these adverts are known to require at least a found understanding of the concept behind their idea. The more advertisers know about this advertising methodology, the better their native advertising productivity and effectiveness is likely to be. Nonetheless, if you’re a complete beginner, you should know that the challenges that are to be faced when utilizing this method are all worth it and they naturally outweigh the problematic nature of challenges if done correctly.
By formulating advertising methods and the correct forms to implement, there is an opportunity to expose your targets to a unique form of content that is particularly engaging to them. In addition, native advertising is known to outperform certain previously effective traditional adverts. Studies have constantly proven that even though the users have the knowledge of the fact that these are sponsored adverts, their engagement is numerically better when Native advertising is utilized to present the ads to them. This could be because the layout of content they consume is not much different from the layout and method of presentation of adverts showcased to them. In simpler terms, the adverts seem a bit more natural to them.
How To Choose The Right Form Of Advertising?
Choosing the right native advert form to implement on your previously sought strategy is done through the measurement of several different elements before jumping in:
Depending on the simple standards, liking disliking, and the platform you’re willing to choose that will lead your advert to your targeted audience are some measures to investigate before choosing the form of native advertising.
To maximize the “Return on Ad Spent” publishers should clarify the pricing model for their native ads campaign, then research on what platform falls to fulfill their requirements.
Publishers need to stay tuned towards what Key performance indicators will be used to report and accumulate the statistics regarding performance of the native content involved in their advertising campaign.
Native Ads are known to fix many issues that come with today’s forms of advertising and is a popular method utilized by major publishers to gather more creative solutions towards the issues they face as advertisers. There are many things to understand the concept of before indulging in the world of utilizing native adverts to customize and showcase your adverts to the targeted audience and enhance the effect of your adverts, make sure you investigate and measure them accordingly before you practice and implement the required strategies to display your work through native ads.
Are Google Ads Native Ads?
There are many fundamental differences that arise when basic principles of both, Google Ads and Native ads are compared.
Why Choose Native Ads?
Native ads are known to provide better results in many cases by showcasing the publisher’s ads by making the ad of a similar look, feel and function of the medium’s content.
Are Native Ads Free?
Native Ads are mostly a form of paid advertising model that looks similar to the rest of the content on page.