Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
Form And Function
As a form, Native ads match the visual design of the experience they live within, and look and feel like natural content.
As a function, Native ads must behave consistently with the native user experience and function just like natural content.
FORM – How does the ad fit with the overall page design? Is it in the viewer’s activity stream or not in-stream?
FUNCTION– Does the ad function like the other elements on the page in which it is placed? Does it deliver the same type of content experience, e.g., a video on a video page or story among stories, or is it different?
INTEGRATION – How well do the ad unit’s behaviors match those of the surrounding content? Are they the same, e.g., linking to an on-site story page, or are new ones introduced?
BUYING & TARGETING– Is the ad placement guaranteed on a specific page, section, or site, or will it be delivered across a network of sites? What type of targeting is available?
MEASUREMENT – What metrics are typically used to judge success? Are marketers more likely to use top-of-the-funnel brand engagement metrics (e.g., views, likes, shares, time spent) or bottom funnel ones (e.g., sale, download, data capture, register, etc.?)
DISCLOSURE – Is the disclosure clear and prominent?
Types of Native Ads
In-feed Native Ads – Normal in-feed
Paid Search Ads
Content Recommendation Widgets
Benefits Of Native Advertising
The Do’s And Don’ts Of Native Advertising
Properly label your content
Draw from social media when determining what types of headlines to use
Use body copy to smoothly lead the reader to your intended next step
Use inaccurate, misleading, or overly sensational headlines or ad copy
Write headlines that are “too good to be true
Create articles with duplicate content based on other affiliate offers
Encourage accidental clicks by implementing ads (or images) that appear to be organic contents.
Need more information on native ads? reach out to firstname.lastname@example.org and email@example.com and we will put you through the basics.
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