What is Native Advertising?
Native Advertising is a special form of paid advertising in which the users of a website are presented with content that is very similar in design and form to editorial content. In reality, however, the embedded advertising content does not originate from the operators of this site, and the difference is usually hardly noticed by the visitors.
- Does not look like advertising at first sight
- Integrates well and unobtrusively and does not disturb the flow of reading
- Attracts the attention of users as disguised advertising content
How Native Advertising works
This sub-strategy of content marketing is essentially based on the mixing of real content with advertisements. The transitions in this content-related form of advertising between these should be as concealed and unobtrusive as possible. This is achieved by a homogeneous presentation. The readers should perceive the advertisement as an apparently normal article in its native environment, so to speak. Finally, the native ads should draw the attention of the visitors to the advertising company. This strategy has been used more and more frequently since 2013, when more and more Internet users used ad blockers to avoid annoying display ads. Native advertising was the solution for marketers and publishers who still wanted to reach their audience. Simply put, native advertising is paid content that is displayed in a form, function and quality similar to the content of the platform on which it is placed. The idea is to make the ad look and function as if it is not an ad, but part of the regular content that the audience expects in the medium. Native advertising is also often served when you search on Google and see items called “Ad” or “Sponsored”. On social media channels like Facebook or Instagram, native ads are referred to as advertised posts. They appear in your feed just like any other post from a friend or page that you follow. However, these posts are native ad units that are designed to bypass the Facebook algorithm. There are article recommendations that appear at the end of stories that you can read on various publisher platforms. Sometimes even the articles you read are themselves native ads that call sponsored content – jointly created by publishers and brands to talk about
Native Advertising in Practice
Native advertising has many variants. Native ad units are in-feed ads that are placed in social media, paid search units in search engines, and advertised listings that are commonly found in e-commerce channels such as Amazon. Programmatic native ads help marketers increase traffic to their sites through collaborative sales media, usually in the form of recommendations at the end of the article. Sponsored content is ads that marketers create in collaboration with publishers or creatives to appear like the regular content these partners produce – whether articles, photos or videos. This can also be referred to as branded content. When marketers work with social media personalities with a high fan base, its called influencer marketing. The more natural an ad appears, the more likely it is that the audience will engage with it, as it is then less likely to interrupt the consumption of such content. For this reason, sponsored content tends to have higher click-through rates with native ads. Sponsored content also allows publishers to deliver their marketing messages more creatively. Unlike native ad units in Google Search, where advertisers are limited by space, for example, sponsored content can take any format and can even be a set of content elements. Native ads can be seen as a real exchange of values between marketers and their target audience. Rather than just promoting products or brands, native ads help marketers raise awareness, increase engagement, or build relationships with consumers through content that audiences find valuable. Sometimes, however, native ads are controversial, which is why there is a duty to label such ads. The greater the reach of a website, the more worthwhile native advertising is for the advertisers involved. However, the content must be designed as high quality as possible and, in addition, always be tailored to the respective target group