Designing and placing advertisements that stand out and grab viewers’ attention has long been one of the best marketing strategies. But today, the go-to strategy is using ads that blend in with the app or website. When scrolling through blogs, social media platforms, and even news platforms, one might come across several ads that seem to align with the surrounding content—text, videos, or other formats. This is called native advertising.
Native ad design and its purpose
To begin with, native ads will look consistent with the landing page and be cohesive with the app content. They are designed to fit right into the page design and look like regular content, making them the chameleons of the advertising world. The only thing that would indicate that one is looking at an ad is a tiny label saying “promoted” or “sponsored” somewhere around the design. These ads can come in different formats, like articles, videos, social media posts, or even search results.
Also, native ads are often aligned with highly searched content. So, while they are designed to grab the viewer’s or reader’s attention, they do it more subtly than traditional ads.
Benefits
High CTR
Native ads are built into the content of a webpage, so the audience will likely click on them while reading or watching something. This leads to a higher click-through rate (CTR). Regular ads can often be jarring or divert attention from the content. Native ads, on the other hand, add to the user’s journey instead of interrupting it. If the ad adds value to the content for the user, it is likely to have a high CTR, potentially leading to better awareness and sales. As long as the ad content is well planned, the ad is likely to achieve the CTR goal.
Cost-effective
Companies typically purchase advertisement spaces based on the cost per thousand impressions or the CPM. Based on this, CTR is inversely related to cost per click (CPC). So, as native ads tend to have higher CTR, the CPC decreases, i.e., companies will spend less on the ad space.
Non-disruptive
The best part about native ads is that they are not an eyesore, meaning they do not disrupt the reading or scrolling experience. In fact, they fit in so well that they could often be mistaken as an extension or a part of the host platform; this is intentional, as native ads are designed and targeted based on the average behavior of a web user. With the right design, these ads might even pique the user’s interest in the other products or services a company offers.
Better reach
Native advertising allows businesses to share their brand story with the viewer. Also, the option to combine images, headlines, descriptions, and audio is a great way to attract new customers. In addition, the click-through feature of these ads can help convert leads to sales with a single click.
Sophisticated targeting
One of the big benefits of native advertising is that targeting the right audience becomes easier, helping companies save on overall ad spending. Companies can run native ads using location, intent, demographic, device, or contextual targeting. This personalized targeting also helps companies design or modify ads to ensure they align with the target customer’s interests and shopping habits.
Multi-channel campaigning
This strategy helps companies form a cohesive story with ads that can be run across multiple channels. Doing so helps target consumers across platforms and reach a wider audience with a single campaign.
Best native ad platforms
Outbrain
This company is a major player in native advertising. With a vast network of applications and websites, Outbrain can reach a huge audience, helping businesses expand their reach. The native ad platforms here are user-friendly. They also offer in-feed ads that seamlessly integrate with website content, eye-catching recommendation widgets, and even engaging video ads.
Taboola
This native ad platform offers a variety of ad formats to meet diverse campaign goals. Users can target different campaigns at the same time with the help of Taboola. The user-friendly platform has a vast network of publisher partnerships and a huge database. It can be used to run ads on a plethora of websites and applications. Taboola is also one of the leading native advertising platforms that offer affiliate marketing.
MGID
This company specializes in offering native advertising solutions to various industries, including lifestyle, health, and entertainment. MGID is recognized for its high engagement rates and customizable ad units. Its technology enables precise targeting and detailed performance tracking, making it a popular choice for advertisers.
Nativo
This platform allows brands to seamlessly integrate their content within the editorial content of publishers. Nativo focuses on delivering a natural reading experience, making branded content look like organic posts. Also, the platforms advanced analytics and automated ad-serving capabilities enhance campaign performance and scalability.
Revcontent
Known for its high-quality publisher network and strict content guidelines, Revcontent offers premium ad spaces to advertisers. Its powerful targeting options and real-time analytics help advertisers optimize their campaigns. Revcontent also prioritizes offering a user-friendly experience with non-intrusive ad formats.
