What Is Native Advertising? Native Advertising Types and How To Use Them
Native advertising in 2019 has reached unprecedented popularity, covering not only the editorial content but also social media, news feeds, and every media where the branded content can be placed.
The never-ending advertisers' journey to the impeccable brand awareness is what causes them to experiment with digital ad formats continually but native ads is a format that helps to achieve better effectiveness through obviously lesser brand exposure.
Native advertisement is no longer a novelty for content publishers, who explain the hyper effectiveness phenomenon this way - native ads usually create content that is useful for readers, so they are ready to read, share, and repost the content even when they find out the content is sponsored.
What is Native Advertising?
Native advertising involves any ad type - a picture, a promoted tweet on Twitter or post on website or Facebook that visually adapts to the platform it is built into. That’s why unlike other kinds of advertising, it is not intrusive for users, so it doesn’t cause the immunity or blindness as banner ads do.
Examples of native advertising also include the in-feed ads you can spot on the website, same way native ads are disguised as editorial articles, relevant posts on social media or video on YouTube.
Native Advertising Trends 2019
According to our research data, native advertising digital format will be prevalent in the display ad market and will qualify for 61% of all US ad spend with over 79% mobile display dollars invested in native advertisements by the end of 2018.
The Business Insider forecasts suggest that native advertising is bound to reach $21 billion by 2020, accounting for 76% of all mobile and desktop ad spend.
¾ of all native ads are traditionally placed on social media because there are native publishing platforms for them and because social ads play one the greatest roles in display digital advertisements.
Native Advertising Types and examples
Native advertising falls into six categories according to the IAB classification, but exactly in-feed ads, recommended and sponsored content are among those ones that seized the attention of ad tech in 2018, let’s find out why:
This native advertisement is implemented on the website with the help of widget that is located outside the news feed that suggests related content.
If you click in such native content it will not open on the same website, - instead it will redirect you to another source, as a rule, the site with similar editorial content where you can read the featured post.
Needless to mention why recommended native ad is getting so popular - visit any website’s blog post, scroll it down and find out the notice at the bottom - “Also recommended to you,” doesn’t it look magnetically clickable? Besides, according to BI native ad efficiency survey, it often generates 20% higher revenues that in-feed units.
“Recommended” native advertising is very beneficial because it opens the opportunity for the advertisers to pay for the click/visit and expect that an ad will be shared through the variety of other resources.
This is an advertisement that’s located in the website’s feed and matches the feed’s appearance. This type of native advertising should not be confused with in-feed social ads as it takes place directly on the website.
In-feed ads are created according to the advertiser’s requirements in order to harmoniously fit into the editorial content. In-feed ads are usually used by the medium to big sized companies that buy impressions through automated purchasing systems (DSPs).
In-feed native ad units are getting increasingly popular due to the fact, that their native content is usually placed in the vacant website’s corner that doesn’t merge with other kinds of ads - only side by side with editorial content.
When implemented correctly native ads are demonstrating ten times higher CTRs compared to banner ads and two times better CTRs than recommendation widgets.
In-feed social ads
What is an in-feed social native ad? Such ad is located in the social network like Facebook, usually as a separate post in the specific community as this way the ad looks more natural.
For the successful product placement, the advertiser should not only pick the right community but also assess the target audience, their activities, habits and post according to the analyzed behavioral patterns.
Planning native advertising on Instagram the advertiser should choose a popular account, posting on which will be optimal for the budget. The task of the publisher in this case is to publish the material, including the link to the advertiser’s site naturally.
In-feed social video ads can become viral and help advertisers achieve incredible brand awareness in a short time, especially if the product is creative or unique and is distributed through video formats.
Sponsored or branded content
Sponsored content is the product of collaboration between the publisher and the advertiser during which the publisher promotes advertiser’s brand by creating the branded content and receiving remuneration for this.
Some advertisers believe that sponsored content is the ad type that corresponds to the native advertising definition the most as it helps to achieve the most natural, non-salesy content feel.
Examples of the sponsored content can be easily spotted on The New York Times, The Atlantic, The Telegraph, The Independent, BuzzFeed, and other web sources.
It’s hard to ignore the native advertising benefits sponsored content brings - the high-quality material usually perfectly matches both the target audience and the style of editorial content.
Native advertising: digital implementation
Native ads can become an essential part of the content marketing strategy for a brand because sizes and formats in this niche are almost limitless and the performance rates of these ads are among highest ones across the industry.
For the advertiser who strives to create really efficient native advertising campaign it is important to evaluate a bunch of native ad placement aspects beforehand:
Form: How exactly the native ad will fit the website’s design? Where are the viewers active the most in-stream or out-stream?
Function/Integration: Is native ad able to function the same way as the other website elements on the page where it is placed?
Targeting/Buying: Where do you plan to place the ad: is there a specially designated section on website you plan to target? If so, how do you plan to target such?
Measuring results. Since the performance of the native advertising is measurable, how do you plan to derive analytics, which indicators will you apply?
Seems complex but here’s how native advertising works if implemented programmatically: the advertisers can access a great variety of publishers registering at demand-side-platform (DSP) that interacts with the supply-side platform (SSP) that represents publishers.
Through DSP an advertiser can automate the process of ad buying in a matter of seconds using advantages of real-time-bidding protocol and always obtain only thoughtful native ad placements that bring better incomes.
The benefits of native advertising organization through automated platforms are obvious, apart from predefining how future placement should look like, DSP platforms like SmartyAds enable advertisers to target specific websites with the most valuable audiences by taking into consideration different factors, such as geolocation of ad viewers and preferable time to serve impressions throughout the week.
Additionally, there’s a way to define native advertising effectiveness to make sure that this or that native ad type goes along with advertiser's marketing campaign: easily track how eCPMs change during selected timeline, track impressions, conversions, daily/monthly spend and add custom fields to see results by campaign, creative or certain publisher ID.
Making the most out of native advertising is what we’re best at, find out how you can be too!
IRINA KOVALENKO, CMO OF SMARTYADS