About two years ago, the term native advertising was unheard of until all of a sudden it was everywhere. For those unfamiliar with the concept native advertising is a paid media in which the advertiser seeks to gain attention by providing content in line with user experience. The purpose is to make the paid advertising feel un-intrusive and thus increase the likelihood users will click on it. The word “native” is used to refer to the design and execution of the advertising to make them appear more consistent with other media in the recipient’s universe.
There are two essential components of native ads.
Native ads match the visual design of the website that chooses to host them, they look and feel like natural content.
Native ads must act in line with other elements on the page in which it is placed. Similar to wearing a tuxedo to a dinner
There are 4 types of native ad integrations that are most common, see if you noticed them all without this article having to point it out. According to 2014 status report on copyblogger, 49% of responder’s didn’t know what native advertising is, 48% were barely familiar and 3% very knowledgeable.
- ● In feed native ads
In feed native ads might probably be the most flexible in execution, here are common variations in which they are used. An in-feed is an ad that is a part of a publisher’s regular content, written in such a way so as to match the surrounding stories and to induce curiosity. The links are then strategically placed within said stories.
Another type is an in-feed promotional ad that links off the site to the normal content or landing page of the publisher. These ads are sold out with guaranteed placement. Social media platforms such as Facebook, Pintrest, and Twitter monetize by placing native ads into the feed of users, along with the side bar for maximum visibility.
- ● Search engine promotions
While organic search engines consider many variables, there is one rule that defines an ad as native. The publishers must present their ads in a format that is readily available to organic search engine results. A paid search results for a specific set of key words are found on top of organic search results, and are measured on base of several conversion metrics such as clicks and sales.
- ● Content recommendation
Almost all blogs, news, and magazine websites have dedicated side bar or footer that displays ‘related’, ‘recommended’ or ‘things that might interest me’ articles. These are custom-made widget that fetches articles that are in the same boat or floating nearby. Links to page off site are not guaranteed and is measured on metrics such as interaction.
- ● Custom content units
In the execution of native advertising, there are no limitations to the possibilities when an advertiser and publisher work together on custom units. It can be from dedicated phone apps to interactive online surveys. A combination of all the three types of native ads above is used to create a unique experience for the users.