Native advertising deals with creating those ads which are consistent with the site design, content, and media layout in which they appear. The core of Native ads is to merge them with a pertinent context where they can easily fit. They will mostly look like a part of the surrounding content or layout, with no words such as purchase, buy, etc. mentioned which you would normally notice on other regular ads.
The methodology of Native ads is based upon supply & demand. The supply-side belongs to publishers, who can easily target their audience and are eager to monetize their website. On the other hand, lies marketers, who are seeking to target an audience and enhance awareness.
Native ads can be found anywhere, from various social media platforms to your favorite websites. Ads that appear on your news feed on social media, ad listings on the top of your Google SERPs, content recommendations on a website, etc. are some of the few examples of Native ads. However, with exposure to them, many are still unaware of the term Native advertising,
Although, in this blog, we will ensure that you understand the significance of Native advertising in detail.
Why go for Native Advertising?
Content is now more important than ever. From the morning itself, we would like to consume newspapers, articles, TV shows, photos, videos, and other forms of media. And as you know, this media content is occupied with several ads. If you enter a new website, check your social media posts, watch YouTube videos, etc. ads are almost everywhere to be seen.
With such an enormous amount of content devoured daily, the audience has trained themselves how to ignore such ads. In this regard, Native advertising helps advertisers a lot.
As already mentioned, Native ads are created to not look like ads. These ads focus more on entertainment, rather than just promotion, which makes them difficult to get ignored.
Furthermore, they get viral on social media or some site’s recommended content very easily.
Top 5 Benefits of Native Advertising
It has been noted that Native advertising is much beneficial compared to other techniques of digital marketing. Why? Well because they earn broad acceptance and can be utilized for seamless user engagement.
Although, there are a few benefits people must be aware of. Have a look at some of them mentioned down below:
#1. Publishers are in control
There is no prior understanding as to who will be viewing your ad at what time. This is a serious concern many marketers have to face.
With Native advertising, the advantage is that publishers can decide where they want to place their ad in the relevance of the content and theme and target the audience of their own choice. Publishers are in full control of what to do with their ads.
#2. Empowers audience and publishers
your target audience does not want your promotion to get stuck on them. Instead, they want solutions to their problems or they just want to be entertained. Whereas, the format of Native ads displays a soft approach compared to other forms of ads which display a very loud one.
Even if your audience would not be interested in the products, they would be compelled to seek them if your products are shown as a solution to their problems. This, in turn, makes your audience feel empowered as they are not forced to purchase anything.
Also, publishers feel empowered to promote a product or service more effortlessly without infuriating their consumers.
#3. Boost brand awareness
Perhaps one of the most significant reasons why you should opt for Native advertising. With Native advertising, businesses can let people know about their products or services.
The possibility of going ‘viral’ is far more with Native ads as compared to other forms of ads, which helps increase brand awareness across various channels.
#4. Ad-block friendly
The approach of Native ads is quite soft, non-obstructive, and can be well assimilated with the content. Instead of selling a brand, Native ads excitingly demonstrate a product or service. These are all the qualities that a regular ad does not possess.
As a result, they do not get blocked by an ad-block application easily. They surpass the algorithm of ad-block software and offer an entertaining, not annoying, way to reach your potential audience.
#5. Mobile responsive
Normal ads are often cropped or modified to provide content that could be viewed by mobile users. This, however, damages the originality of the ad and displays something unattractive.
Whereas, Native ads perform comfortably on all mobile devices. Many even consider it the #1 ad technique for mobiles. Simply because Native ads are considered to be a part of the original content, thus it is devoured in the same way as the content. Hence, there is no need to make platform-specific adjustments.
Various Types of Native Advertising
There are many types of Native advertising, some of which have refined differences, while others mean the same thing. All you got to do is select the most appropriate type for the effective promotion of your product or service.
To help you in this regard, let’s have a look at a few types of Native advertising.
#1. Branded content
This sort of advertising deals with a publisher who creates personalized content for a brand in accordance with his own customers’ expectations and his unique tone. The publishers need to click only one button to make the content go live.
The created content is not the responsibility of the publisher, rather by a professional content team that develops the content as per the audiences’ recommendations.
#2. Promoted listings
These listings do not comprise reporting content and can be smoothly merged into sites. They appear to look similar to the various products listed. These are visible in e-commerce sites or similar ones and put into use to feature sponsored products on a category page.
Promoted listings are great when it comes to highlight and differentiate your products from the rest, which in turn, helps to boost sales and makes them a great center of attraction. Moreover, not only do they help to get the brand in front of the line, but are increasingly becoming affordable.
#3. Content recommendation widgets
The content to be advertised is shown listed as a widget on the page. When you visit any site, you may find at the bottom of the page mentioned ‘stories you need to check out or ‘content recommendation’ style blogs. These are sponsored recommendations that are distributed by content networks.
These native ads provide great reach to advertisers. Just pay a few bucks and have your content promoted across various websites. This not only helps to increase the audience but also helps in lead generation.
#4. In-feed units
They are used to advertise sponsored content under the domain of the publication’s natural index of articles. In-feed ad units display similar content to all other types of content from the publication. Readers not only consume the original content, but they also look at sponsored content from marketers.
With the rise in the use of mobiles, many publishers have begun to embrace the ‘feed’ format to convey their marketing stories. With this, In-feed has become an important solution to provide branded content to the audience without disturbing their user experience.
#5. Custom Ads
‘Custom ads’ is a catchy term for contextual ads that don’t fit a specific format. It makes use of the content of the webpage and keywords instead of the user behavior. This allows publishers to develop a vigorous advertising strategy as per the relevance of the environment and instead of the behavior of the audience.
Moreover, custom ads are subjected to privacy regulations, are more convenient, can be implemented affordably, and is a great choice to manage brand reputation. Plus, the advertiser gets more control over the user, which enables him to focus on the present behavior of the reader and not on their pasts.
Why Advertisers Choose Native Advertising?
Many advertisers have noticed how effective Native advertising is for businesses. There are a lot of reasons for this:
- Many native advertising channels are quite cost-efficient, enabling even small-scale businesses to leverage their benefits.
- Many studies have indicated that the viewership of Native ads is significantly higher, around 53% over display ads. Moreover, they also enhance the conversion rate by a margin of 18%.
- The performance of Native ads is exceptionally good as they don’t tend to disrupt the user experience.
- The appeal of Native ads is also interesting. When someone views your ad, there is a high possibility of him getting attracted to the ad. Lead generated from Native ads will be rich in quality as the level of interest will be higher.
- Advertisers do not deceive users via Native ads as they are marked as sponsored. However, since these ads are in-blend with the original content, viewers do not get irritated by them.
Certainly, Native advertising is one of the finest practices a publisher can utilize to enhance his sales. If performed well, Native ads can be appealing, informative, and can be a great medium to influence users for a call-to-action. However, if done wrongly, the same audience you wish to target will hate you for it.
Although, this sort of advertising needs to be a clumsy process. One needs to carefully think about the ad formats for which you have a required budget and bandwidth. You may need an effective team that can help you to post sponsored content on the website consistently. But first, all you need to do is to understand the significance of Native advertising how can it beneficial for you?
About the Author!
Dishant Gautam has gained impressive experience in offering services in content marketing. He has been currently serving as a content writer with Internet Marketing School, a pioneer in imparting full-fledged digital marketing training for students, professionals, and entrepreneurs.