Native advertising can also be called sponsored content.
This is a method of advertising that matches the function and form of the platform wherein it will appear.
In most cases, native advertising acts as an advertisement in the form of videos, articles, or editorials.
The major types of native advertising:
These ads integrate into social feeds, content pieces, and eCommerce content. These are ads that try to blend in with the native content to create a non-distracting user or audience experience.
On Facebook, if you notice in your feeds, you will see paid advertisements for products or services related to the things that you have liked on the platform. These are in-feed ads – they come “in” with your Facebook feed.
The same thing goes for Reddit, Twitter, and Instagram.
Content Recommendation Ads
These ads display right by editorial content and other ads in a format that recommends it as the next go-to. They are commonly placed at the bottom of an article or on the side, featuring ads and contents as suggestions.
Netflix has done an excellent practice when it comes to making content recommendations with their “Because You Watched” playlist. The playlist suggests shows that are related to the latest shows that you have already watched.
The same thing goes for Spotify. When you press shuffle, the platform will automatically give you suggested songs that are related to the ones you recently and frequently listen to.
These are native ads that do not match common formats. These function more as unique content on the publisher’s platform.
An example of this type is the Lego movie. While it is a real movie complete with characters and an entire plot, the fact that everything on the feature is made of Lego makes the film an entire advertisement.
What are the advantages of native ads?
Native advertising uses custom content which is significantly more trustworthy than traditional advertising. More people today see traditional ways as along the lines of “sell-out.”
A whopping 70% of consumers prefer seeing products from native content over traditional ad methods. This is because native advertising appears and feels more natural as it is “native.”
It doesn’t look like you are paying someone to act like your product is good just for TV.
Native advertising requires Interesting content. This kind of content engages more consumer’s eyes, making them accept the ads as relevant.
A hefty 75% of consumers agree that content that grabs their attention and interest will motivate them to engage with it. They will engage with your content and then your brand.
Getting the interest of an audience comes from understanding them, knowing how to communicate with them, when and where they are active online, and how to pull their heartstrings.
This is why you have to study your audience. And, you do not do that only before running campaigns but also during and after to see where you could improve.
A trick is to pitch your content to an audience first rather than to the company.
Native ads provide for a higher click-through rate or CTR over traditional display ads, at about 40 times higher. The ads have 53% more views, and 77% of audiences do not consider them as “advertisements.”
What are the disadvantages?
When you try measuring your native advertisements’ performance and sustainability, you might face some difficulties and challenges.
Without the proper tools, it won’t be easy to find unified standards and gauge metrics, like ROI, impact, and performance.
It takes a significant amount of time and labor to create excellent stories and designs. Native advertising content requires a considerable amount of time and skills to produce.
If you are a marketer who has limited expertise in the creative arts, you can overcome this challenge by collaborating with others. You can find plenty of content creators around your niche.
Also, it will be easier for your team if you can manage all of your advertising in one tool. Brax.io is the best native ad management tool in the market.
It helps lessen the challenges, native advertising will work for you like a charm. You will be able to focus on improving your business and enjoying your ROI while you easily manage your ads on multiple platforms.