Native advertising is a form of paid media where the ad matches the form and function of the surrounding content. This makes it less intrusive and more engaging for users than traditional display ads. Native ads can be found in a variety of formats, including:
- Sponsored content articles
- In-feed social media posts
- Product recommendations
- Listicles
- Infographics
- Video ads
Native advertising has become increasingly popular in recent years, as advertisers have sought to find ways to reach consumers in a more effective and less disruptive way. A study by the Interactive Advertising Bureau found that native ads had a 53% higher viewability rate than display ads, and a 20% higher click-through rate.
There are a number of reasons why native advertising is so effective. First, it is more likely to be seen by users. Because native ads are designed to blend in with the surrounding content, they are less likely to be ignored or dismissed by users. Second, native ads are more likely to be clicked on. Because they are more engaging and relevant to users, they are more likely to pique users’ interest and encourage them to click through to learn more.
In addition to being more effective than traditional display ads, native advertising can also be more cost-efficient. Because native ads are typically purchased on a cost per mille (CPM) basis, advertisers only pay when their ad is seen by a thousand users. This can save advertisers money, especially if their ads are highly effective and generate a lot of clicks.
Native advertising can also be used to achieve a variety of marketing goals. For example, native ads can be used to:
- Generate leads
- Drive traffic to a website
- Increase brand awareness
- Promote a new product or service
- Encourage users to take a specific action, such as making a purchase or signing up for a newsletter
Native advertising is a powerful marketing tool that can be used to reach a wider audience, generate more leads, and increase brand awareness. If you are looking for a more effective and less disruptive way to advertise, native advertising is a great option to consider.
Here are some specific examples of the impact of native advertising:
- In 2014, BuzzFeed partnered with Samsung to create a native ad that promoted the Galaxy S5 smartphone. The ad, which was titled “The Future of Photography,” was a sponsored listicle that featured photos taken with the Galaxy S5. The ad was highly successful, generating over 10 million views and driving a significant increase in sales of the Galaxy S5.
- In 2015, Spotify partnered with The New York Times to create a native ad that promoted the Spotify Premium service. The ad, which was titled “The Sound of Your Life,” was a sponsored article that explored the benefits of listening to music on Spotify Premium. The ad was highly successful, generating over 1 million views and driving a significant increase in sign-ups for Spotify Premium.
- In 2016, Airbnb partnered with The Guardian to create a native ad that promoted the Airbnb Experiences service. The ad, which was titled “The World’s Most Exciting Experiences,” was a sponsored article that featured a collection of unique and unforgettable experiences available through Airbnb. The ad was highly successful, generating over 2 million views and driving a significant increase in bookings for Airbnb Experiences.
These are just a few examples of the impact that native advertising can have. When done well, native advertising can be a highly effective way to reach a wider audience, generate more leads, and increase brand awareness. If you are looking for a more effective and less disruptive way to advertise, native advertising is a great option to consider.
