No one really likes ads, except perhaps the marketers and creatives responsible for making them. The fact is, ads are annoying, especially the interstitials, banners, and video ads that make it virtually impossible to read an article or watch a video that has been clicked on. This makes it no surprise that the adoption and use of ad blockers have skyrocketed recently.
Another step that Google has taken to help provide a more user-friendly experience is the recently announced “ad filter” that is available through Chrome. This means that the days of disruptive ads may be coming to a swift end. However, Google isn’t the only company making a stand; Amazon and other major companies are as well.
Due to these factors, many marketers have begun to turn to native advertising to reach target audiences. However, while native advertising is growing in popularity and use, up to 55 percent of marketers don’t fully understand it or what it has to offer.
Why is Native Advertising So Important?
Native advertising offers you the ideal way to reach customers without creating the annoying and disliked ads that most people actively avoid. When content is promoted in this manner, it may seem like it provides value; however, the main goal it has is to sell a service or a product.
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Types of Native Ads
One of the first things to understand is the native advertising options available today.
- In-Feed Ads
This is, perhaps, the most popular way native advertising is used. Platforms such as Instagram, Facebook, Snapchat, Twitter and others contain these native ads. These can take one of two forms – in-feed promotions or sponsored content.
Sponsored content takes the function and form of other content that looks “normal” in a person’s feet. Some of the best examples of sponsored content are seen on Gawker, Forbes, and BuzzFeed.
In-feed promotions will appear in a feed, but don’t behave like traditional content. This promotes links to content on the site in question. Both these forms of native advertising help to seamlessly present content – both sponsored and user-generated – in a manner that doesn’t negatively impact a person’s overall user experience.
- Recommendation Widgets
You may have noticed on various sites suggestions for related content you are interested in. These types of recommendation widgets typically feature content that is considered contextually related to what is being read; however, the content is from other publishers and brands, rather from the site a person is visiting.
You can notice these recommendation widgets by phrases such as “recommended for you,” or “you may also like.” The goal is to get you to read more, but not feel forced.
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It adapts to its surrounding environment in order to get their attention of the readers and get them interested enough to share the ads, instead of tricking them.There are two native advertising styles, which are generally used.
In-Feed UnitsWhile all native advertising on social media is considered “in-feed ads”, not all in-feed native advertising happens on social media platforms.
Actually, they’re native ad placements as those top paid search results are designed to look like the organic search results.3.
In fact, many publishers can design and sell the creative concept and content creation of native advertising themselves from their team of commercial writers and as a result, work directly with advertisers for a premium.
This allows it to offer native partnerships to some customers while working with agencies on most of the larger campaigns.Enhance Publishers TrafficOnce incorporated with a native advertising technology platform, media owners can target audiences through other publishers and scale their own native ad campaigns via audience extension, driving potential users back to their own websites.Programmatic Native Advertising will boost CPM’sThe presence of programmatic native advertising signals continued growth in the market and includes a layer of control for publishers looking to monetise premium programmatic inventory.
Working with native players, many have also started to develop private programmatic marketplaces, where they can sell their own inventory natively to the most significant advertisers, offering ‘ring-fenced’ spaces targeted for specific keywords or valuable audiences.These private marketplaces offer direct relationships with advertisers and agencies, just like the old days, permitting media owners to command higher prices for higher-quality inventory.
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