It is the modern era of digitalisation where the crucial marketing strategy is digital advertising to
approach and engage with the right audience. There are so many products and services advertised on
digital media therefore it is challenging to capture users' attention and earn their trust in specific
products. Many people, particularly those of Generation Z, hate these advertisements since they prevent them
from fully engaging with the content they consume.
That's when native advertising came along, a well-researched and tested approach to marketing. As its name
suggests - native advertisements connect you with the place you are familiar with. It is paid advertising
performed by a third party that looks exactly like the original content. In other words, the ad's content
resembles the look, feel, operation, utility and value of the content on the platform on which it appears.
Native advertising is invariably information-based instead of entirely product-based. Its content is helpful,
amusing, engaging, and extremely well-targeted to the channel's audience that it is utilizing. Native
advertisements, in contrast to other forms of advertising, don't interfere with the user experience because
they are created to be equally useful to viewers as the channel's original content.
Various Components of Native Ads
Components are the important elements or should say, the crucial ingredient of the dish, without which the
food of native advertising can never be prepared. There are several components of native ads based on which
such ads function. They are stated below:
Headlines: These summarize key points to persuade users in fewer words, such as features,
pricing, or other appealing lines. It is a way of conveying the idea in fewer important words.
Description: Also known as body copy, this section provides a detailed explanation of the
headlines. It is three times as long as the headline and contains sufficient details to compel visitors to
click the URL.
Ad Creatives: Ad creatives convey the purpose of the advertisement in a very clear and concise
manner. Typically, it takes the form of images such as banner ads and infographics, but it can also take
the form of short video clips that are indulgent.
Destination URL: The page that serves as the final landing page for an advertisement. Users who see
these headlines and believe they will learn more about what they were looking for click on the ad,
which redirects them to the website's landing page or the original destination to perform the further
Brand Recognition: You should also use logos, names, colors, symbols, unique values, and other
prepositions as various brand recognition elements that can be used in some way for the ads. It is meant
for people to differentiate and select your brand instead of that of your competitors.
How Does Native Advertising Work?
Native advertising adapts to the content of the publisher, changing its structure and appearance to capture the attention of the target audience. Native advertising meets the requirements on both ends.
The publisher receives additional revenue through the placement of advertisements on their channels, which
provide companies with appropriate platforms to interact with prospective consumers. Native advertisements are
considered to provide higher CTR and CR rates, which ensure more revenue for the advertisers.
First of all, a brand or advertiser performs in-depth research for the platform of the affiliate to
native ads on. It is a vital phase where one choice can significantly affect how well a product sells.
Therefore, the audience that can emotionally connect with the product and the platform whose content is
familiar with what the advertiser offers should be selected.
Once you select the platform, the next step is to communicate with the affiliate, define your KPIs for the
ad, and pay for the services. The KPI varies depending on the goals of the advertisement, and this should
be made clear to the affiliate to receive the best results.
After establishing a partnership with the platform and articulating your needs, the next area of emphasis
should be the content. The content includes headlines, images, content URLs, and description text. Also,
structure should be similar to other affiliate-published content because it is the initial impression of
the product that persuades them to click on the landing page URL. So content
should be persuasive and pertinent. Many social media sites like Facebook provide a variety of tools
within the platform that allows you to create an advertisement based on your target audience.
Your responsibilities are now 90% complete because the audience and content have been decided. Afterwards,
publishers display these ads based on the users' keyword searches.
It is important to note that such native advertisements are displayed with a small mark of "Ad" or
“sponsored” at the beginning of the content to distinguish them from the original. By doing this, users are
provided with some sort of awareness regarding whether they wish to consume the original content or the
content for which the advertiser has paid!
Types of Native Ads
Native advertising is more widely used than traditional methods since it is better integrated into the
advertising industry. Though it offers tremendous results, it is a bit confusing because it has many types and
the structure of the native ads changes accordingly. There are undoubtedly many types of native advertising,
and we have attempted to include most of them below:
In-feed Ads - In this, content is similar to the publisher's normal content. The content is
marked as sponsored and shown prominently on the social media platforms on their newsfeed. The information
provided in such ads resembles that of other published content. These ads can be in the form of written
blog content, infographics, or videos, depending on how the publisher is serving the content.
Search Ads - Native search advertisements are links that resemble organic search results and are
marked as an "Ad." Its appearance depends on the format and content of the search engine. These are
sponsored search advertisements that target a particular audience and provide a clear click-through rate
option on the landing page when someone clicks on the URL. Such CTR includes sales, downloads, sign-ups
Recommended Content - As its name suggests, it is paid recommended content that comes next when
you finish consuming the original one. The content is similar to the previous one and serves as additional
information if the user wants to know more. Ads that are recommended to you are not intrusive but serve as
useful suggestions. It is the best form of native advertising for businesses that want to interact with
the audience through content marketing and publishers that want to grow their followers on the channel.
Paid Blog posts - This type of native advertising involves advertisers promoting their products
services on other people's blogs, whose readers serve as an ideal pool of potential clients. There are
paid blog entries to get your content published on the websites of bloggers. Blog posts provide in-depth
details, so they are great for SEO purposes.
Promoted Listing - Promoted listings are more often seen on e-commerce websites where they are
reflected in the same manner as other products. But to differentiate it from the others, it is highlighted
with sponsored ads. It is typically displayed near the top of the list, raising the possibility that it
will be clicked and result in a conversion.
Native Video Ads -
Native video advertising is designed to integrate a brand message into the hosting platform's
already-existing content in the form of a video. These video advertisements are either auto-pay or
click-to-pay. In most cases, they are autoplay, meaning that they start playing on their own without any
sound. Native video ads are particularly efficient in capturing the attention of the page visitor because
more people nowadays like to watch video content than any other form.
Custom Ads - The ads that don't fit into the aforementioned types come under this category.
Companies who want to adopt a unique and creative approach to advertise their products on the popular
platform come under this section. These ads don't necessarily fit into any ad format.
Benefits of Native Advertising
Native advertising has been rising at a fast pace in the past few years. It replaces the other forms of
advertising and has become the primary strategy for big brands and professional marketers. This is very useful
for engaging with a quality audience and targeting a specific audience. Several other benefits are listed
- High CTR
CTR is the rate that shows how many people click on your ad after seeing it. Native advertising is widely
acclaimed for boosting click-through rates when the objective is clearly stated. Furthermore, statistics
show that such ads have a 40% higher click-through rate because the audience can connect with the content.
- Enhance your target outreach
Native ads are more audience-specific. They are semantically targeted to the affiliate's precise
audience, which increases engagement rates and helps the marketers gain more visibility in the market.
Unlike original advertisements, where such a component is mostly absent.
Take the example of an advertiser whose business is to sell gym equipment. That advertiser will look for
fitness coaches and fitness news websites to engage with fitness-conscious people who will consider buying
the product instead of targeting those who would like to spend more money on junk food than on their
- Simple Synchronization with the marketing pipeline
The marketing funnel describes the buyer's journey from the stage of awareness to purchase. Native
advertising is perfectly aligned with this funnel and incites them to make a purchase. The content
of the native advertisement is very informative, which increases the interest of the buyers after becoming
aware of the product being advertised. Interest makes them reach the stage of consideration and then
intent where they check the reviews and compare them with similar products. When all ends meet, they
decide to purchase, thus succeeding in the marketers' efforts.
- Almost no ad blocks
In contrast to traditional advertising methods, native advertisements are undisruptive, deliver
insightful and more intriguing content that people can strongly relate to and watch with excitement. As a
result, running such advertising has no detrimental effects on the reputation of brands.
- Elevates brand awareness
In most of the native ads, the click-through rate is clearly mentioned, but when marketers avoid adding
CTR, then the sole purpose of their advertising is brand awareness. Most of the time, they aim to
introduce a new product to a large audience. Therefore, they use entertaining and compelling content so
that users spread it around and expose it to more minds.
- Less disruptive
This is the era of the Z and alpha generations that hate the ads. They either avoid these ads or block
them, so native advertising is the best alternative in such a scenario because they are not disruptive.
These advertisements work the same way and correspond to the same content consumers were already browsing.
than half of consumers are unaware that they are viewing advertisements rather than browsing data.
- Captivate audience's attention
Native advertising should not be underestimated, especially when it comes to focusing the audience's
attention on your product. A study found native advertising generates twice as many views as standard
display advertising, resulting in more profits for the advertiser and better commissions for affiliates.
These advertisements are also much more captivating and creative, which raises the possibility that they
will go viral and increase brand awareness.
How Native Advertising is Different from Display Ads
Native ads mirror the structure and design of the content with which they are surrounded, whereas display ads
are banners, videos, pop-ups, etc. to attract users' attention. Most marketers are unsure of the type of
advertising that will complement their marketing model and meet the needs of their business. Well, this
confusion can be removed by analyzing the above-stated differences and utilizing a healthy approach before
making a decision.
- User Engagements
There is no doubt that native ads have substantially higher engagement rates than display ads. Native
advertisements are the most effective at bringing visitors to the advertisers' channels, increasing their
business's sales and profitability. The native ad's content provides more utility to users than any other
Compared to display ads, there are fewer engagements because of the lack of interest and creativity they
offer. But if you want to retarget the audience who showed some activity on your website but did not end
up performing the final call to action, then display ads can work quite well there.
- Target Audience
Native ads are quite focused on the target audience because they select affiliates whose audience can
totally relate to the advertisement and products they are offering. There are native ads that have more
quality engagements that turn into customers and increase the revenue of the advertisers.
Display ads don't focus on a specific audience but people at large. These ads remain the same for a
longer duration and across multiple platforms. These ads have a higher chance of attracting an irrelevant
audience, wasting the marketers' efforts.
Native advertising forms its shape and functions in accordance with the surrounding content. In short,
users can easily become sidetracked because the content is quite similar to other stuff on the same page.
Additionally, such content is more informative, indulging, and interesting, which increases the likelihood
Display ads are distinct from the rest of the content. Advertisements tend to convey messages without
paying much attention to the interests of users. The users find these boring, to the point, and sometimes
- Ad Placement
The placement of the advertisement also affects its ability to grab viewers' attention. Display ads are
placed on the top or side of the page aside from the content because their content is totally different
from the surrounding content.
In the case of native advertising, however, such ads are typically placed within the content, making them
completely identical to other content. Sometimes users don't even know that they are watching or reading
- Required Time
Native advertising takes time because the design and structure must change every time the platform
changes in order for it to be more familiar with the previously provided content. So, it is quite a task
to place such ads on multiple websites and platforms.
Display ads, once designed, can be used anywhere. They stand out from the original content of the website
and can therefore be published on as many affiliate websites as possible without any changes.
- Customer’s Trust
Visitors are more likely to trust native ads than display ads. They think that native advertising's
content is accurate and informative rather than deceptive and fake.
However, it is completely the opposite in display advertising. They block such ads because they find the
banner and pop-up ads on the page more bothersome, and the video formats slow down the page's loading
time. They hesitate every time before clicking on any comparable advertisements.
The cost per click of native advertising is higher than that of display ads because they are placed in
between the content and a specific audience. Clicks are more authentic and useful in native ads, and it
requires time, effort, and creativity to put such ads on familiar content. Display ads are displayed aside
on the page and are less expensive but also less engaging.
What Future Does Native Advertising Hold
Native advertising has become increasingly popular over the last few years and is likely to reach new heights
in the future. As they provide more engagement and are less avoided by consumers, brands mostly rely on them
to promote products, bring awareness to new brands, and increase a company's online presence.
Four key developments that will explain why native advertising will thrive in the future :
- Developed a marketplace for native ads
Native advertising is expanding and evolving at a fast pace. To increase the leads and more sales for the
advertisers, a "call to action" button will be created for the CRMs. Native ads will be spotted on such
content based on suitability, significance, and type of prospective client.
Moreover, there will be a system for the ad placements to spot the ads on the property of high-performing
affiliates. Advertisers could be able to buy the spot, and it would be up to the publishers to accept or
reject the order. This will ease the tasks of both parties involved and benefit them equally.
- Affiliates will create ad placements in no time
Every publisher has its own design, structure, and preferences for serving the content. To advertise
native ads, they require a suitable alternative. Large affiliates take the services of a third party, but
it would not be possible for small publishers.
To curb this issue, a mechanism will be created where affiliates will be able to control the native ads
on their own. They will be able to pick the ad spot as well as the kind of advertisement they wish to
promote. With this, they can avoid irrelevant ads to serve quality content to their followers and improve
- Native ads will be created at no cost to advertisers.
Brands and companies that are known as advertisers have already created a lot of content on their own
websites and social media like Facebook, Instagram, Twitter, and LinkedIn. The major requirement of
native ads is to change such content in a format suitable to the platform of the affiliate.
This problem will be resolved by the ad creators. Instead of taking such content from advertisers, they
will take it directly from the advertisers' social platforms and transform it into native ads. This will
save a lot of time and effort on the part of the advertiser, and they will be able to get quality leads
with minimal effort.
- A generic framework will be implemented in native advertising
Different designs of templates are now used to advertise on multiple platforms, which is a very expensive
and time-consuming process. Therefore, a standardized form of template structure will be formed for all
kinds of native ads. All the companies, affiliates, and advertisers will use such ads and will benefit
from their uniform structure.
Custom advertising is always impressive, as is native advertising. It is useful because it enables
advertisers to build valuable and delightful engagements with target audiences. It is a paid form of
advertisement that appears to be identical to the original content. No doubt Google SERP always comes up with
a mark of ad, but still, it provides value to the customers. In addition to being more effective than
conventional advertising, these ads are also more interesting and engaging, which increases clicks, revenues,
and brand exposure.
One thing to keep in mind is that the secret to a successful native campaign is producing high-quality
content and properly delivering it to a precise audience in the appropriate kind of surroundings and also in
the perfect way. Native ads hold the advantage of being non-disruptive, so they are less avoided by users.
if you want to reap the benefits of increased user engagement, a more qualified audience, and higher sales and
revenue, you should consider using native advertising as part of your marketing strategy.
Hopefully, this comprehensive guide has provided the most information about native advertising, and we
believe you have made the right decision, which will benefit your company in the long run.