Native Advertising

Overview

Native advertising is a type of advertising, usually online, that matches the form and function of the platform upon which it appears. It is a unique and more seamless form of advertising that integrates high-quality content into the organic experience of a given platform.

Definition

Native advertising involves the use of paid ads that match the look, feel, and function of the media format in which they appear. They look like part of the editorial flow of the page and are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don't really look like ads and are not disruptive. They're non-disruptive and integrate smoothly with the user's experience on the site or app, creating a more engaging and less intrusive advertising experience.

Usage Types

Native advertising can be utilized in several ways:

Content Marketing

Native ads often appear in the form of content marketing where an article or video serves as a promotional tool for a product or service. This type of advertising is typically very well integrated and highly targeted to a specific audience segment.

Social Media Advertising

These ads are designed to blend into the social media feed and appear similar to the content that a user's friends or connections would share. They can take the form of posts, tweets, or even stories on platforms such as Facebook, Twitter, Instagram, or LinkedIn.

Search & Promoted Listings

These ads are often seen on search engine results pages (SERPs) and eCommerce sites. They look like organic search results or listings but are actually paid promotions. They're usually placed at the top or side of the SERP or listing page, giving advertisers a prominent position.

In-Feed Units

These ads appear in a website's feed, much like a regular article or post would. They are designed to match the look and feel of the site's content to provide a seamless user experience.

Product Placement

Product placement is a more traditional form of native advertising where a product or service is incorporated organically into a movie, TV show, video game, or other media. Although it's more common in traditional media, product placement can also exist in digital media.

Native advertising can be highly effective when done right. It involves a lot of creativity and understanding of the audience's needs and behavior. It's about providing valuable content that enhances the user experience while simultaneously promoting a product or service.