Native Advertising Guide

Introduction to Native Advertising

Native advertising is a type of marketing that blends into the website environment, delivering relevant, useful information to users in an organic, unobtrusive way. Native ads are designed to look and feel like they are part of the website they appear on, providing a more seamless, authentic experience for the user. In this guide, we’ll discuss how native advertising works and the advantages it offers.

Definition of native advertising

Native advertising is a type of digital marketing that incorporates advertising messages into content produced by publishers and socially-shared media channels. This digital marketing blends naturally with the surrounding content to capture the reader’s attention and deliver a more relevant message.

In its simplest form, native advertising can be defined as sponsored content that appears within a platform, such as an article or video, in the same way, that other unpaid content would appear. This type of advertising has become increasingly popular as it allows businesses to reach potential customers on social media platforms, websites, mobile apps, and other digital properties where users are already engaging with content.

Native advertising typically has three components:

  • The platform where it’s hosted (e.g., Facebook, YouTube).
  • The format (e.g., in-feed ad, out-stream video).
  • The creative message (e.g., text post or video ad).

Examples of native ads include sponsored posts on Facebook or Instagram, promoted tweets on Twitter, or suggested videos on YouTube. Native ads can also take many other forms such as sponsored online articles or editorials written by branded companies and placed within publishers’ websites or social platforms alongside traditional news content.

This type of online marketing aims to reach potential customers without disrupting their user experience. By presenting ads in formats that fit with their surroundings, native ads are designed to stand out while maintaining a user’s level of engagement and interest in consuming related information about a brand’s products or services. Additionally, this method enables businesses to target specific areas where particular customer profiles may be found and measure results accurately through tailored metrics for each platform that hosts its ads.

Benefits of native advertising

Native advertising has quickly become an effective way for businesses to reach their target audiences. Native ads are tailored and optimized to fit within the platform they appear on while blending in with the look and feel of the content around them. Currently, native ads are used by many companies on social media platforms such as Facebook, Twitter, LinkedIn, and Instagram.

Native advertising offers a variety of benefits for businesses looking to reach prospective customers:

  • Increased Engagement: Native ads present users with relevant content which increases user engagement. Native ads are more likely to be shared with friends or followers than traditional forms of advertising because users can relate to them more easily.
  • More Authentic Advertising: Unlike traditional advertising methods like banner or display ads, native ad content is created in such a way as to blend seamlessly on the page it appears on. This ultimately makes native advertising look and feel less intrusive and more natural when compared to other types of digital marketing campaigns.
  • Higher Quality Traffic: Since native advertisements are tailored for individual platforms and audiences, they typically lead to higher quality leads who convert at a higher rate than those found through other channels.
  • Increases Brand Awareness & Visibility: Using native advertisements helps increase brand awareness. People who engage with native ad content often remember the brands that sponsor them long after seeing them. Additionally, native advertisements can help increase visibility in online spaces where traditional forms of marketing may not exist or be difficult due to ethical considerations. For example, YouTube or social networks like Instagram, where the pre-roll video is allowed only in certain locations worldwide.

Types of Native Advertising

Native advertising is a form of advertising where the content matches the look and feel of the platform where it’s being displayed. It’s a great way to reach a broad audience and build brand awareness. There are various types of native advertising available. In this guide, we’ll explore the different types of native advertising and how they can be used to reach your target audience.

In-feed Ads

In-feed ads are native advertising units that fit into the content feed of a website, app, or another platform. Unlike banner ads and display units, these ads are integrated into the user experience and often look more like organic content than a typical ad format. This native ad has grown in popularity over the past few years as it blends into the page better than display formats and feels less intrusive to users.

In-feed native ads are usually found within platforms such as news websites or social media feeds. They match the layout, design, and formatting of the channels they appear on, and their integrations happening within content feeds rather than banners helps them promote better user engagement. Popular examples of in-feed ads include sponsored posts on Facebook or Twitter, promoted listings on Pinterest, sponsored stories on Instagram, or sponsored search results on Google.

Sponsored content, also commonly referred to as native advertising, refers to the use of digital or tangible media — including text, images, and videos — for marketing purposes. This approach is becoming increasingly popular because it helps marketers to blend their promotional messages into the environment and make them appear more organic and natural.

Common types of sponsored content include:

  • Content Ads – Content ads are a type of native advertising specifically designed to draw attention to an advertiser’s promotion without directly mandating a purchase. This type of native ad may come in the form of sponsored blog posts, articles, and infographics.
  • In-feed Ads – In-feed ads are native ads placed prominently within social media feeds and web pages that appear integrated into the natural flow of normal posts. They come in many forms such as promoted tweets on Twitter or sponsored Instagram stories on Instagram.
  • Promoted Listings – Promoted listings are native advertisements often found on e-commerce sites and product search engines. This advertisement promotes specific products that match the user’s search query, incorporating discounts or sale prices to entice buyers.
  • Recommended Content – Recommended content is a form of native advertising common on websites that suggests specific content that site visitors would be interested in based upon their past browsing history or interests, such as articles, multimedia presentations, and videos.

Sponsored content effectively promotes goods and services by ensuring they stand out from regular content while remaining discreet enough not to offend potential customers. It provides audiences with relevant offers tailored personally for them without being overly promotional or intrusive, making it beneficial for marketers looking to spread brand recognition and consumers looking for interesting new products and services related to their interests.

In-ad Units

In-ad units are:

  • Native advertising formats that contain a brand promise.
  • Message.
  • Visuals directly within the ad unit.

They are typically full-size display ads or videos that blend well with the content on the webpage they appear on. In addition, in-ad units should leverage a publisher’s mobile technologies to create natural spots where advertisers can present their messages. Hence, they align with their target personas’ interests and behaviors.

The most common types of in-ad units are:

  • Banner Ads: These ads expand across an entire web page, creating a larger canvas for creative messaging to appear as part of naturally integrated content. This format is typically used when more expansive videos and larger visuals require more space.
  • Sticky Ads: Also known as expandables, sticky ads expand from a small banner space to span across an entire page or beyond after users engage with them — often by expanding the size of the ad when users scroll over it with their mouse or finger. Sticky ads provide straightforward messaging that sticks with viewers regardless of whether or not they read or watch all of your ad copy or video — as long as your sticky/expandable is attention-grabbing enough!
  • Video Ads: Video is currently one of the most popular native advertising formats due to its ability to effectively convey emotion and stories in ways text simply can’t match. Making sure your video ties into your brand story while simultaneously providing customer value is essential for creating successful native video campaigns. Video ads may gently auto-play while in view on desktop sites (the best practice here is having sound muted by default). Still, on mobile sites, heavier views should be triggered upon user engagement – like upon clicking the “play” button.

In-game Ads

In-game ads, also known as in-app advertising, are a common form of native advertising that has succeeded in many markets. In-game ads use your mobile device’s resources (including memory and processing power) to display advertisements within a game, often taking up the full screen. The benefit of in-game ads is that they target users who have already shown an interest in the game’s subject matter, making them more likely to take action on the ad.

In many cases, these ads are displayed as non-intrusive banners designed to look like part of the game’s aesthetic rather than an intrusive promotion forcing people out of the experience. Additionally, some games require users to watch a video before accessing content or progressing through levels; this constitutes an example of in-game native advertising.

To maximize engagement rates with this type of native advertisement, it is critical to ensure that relevant offers are delivered at appropriate points within a user’s gaming experience. Advertisers should also carefully consider their creative execution strategy to ensure their message gets across quickly and effectively. Timing and context can make or break the success of any campaign; optimizing for performance requires careful thought and analysis when working with in-game native advertising formats.

Steps to Create Native Ads

Native ads are a great way for companies to reach potential customers as they seamlessly blend into the content. The ads are created in the same style used by the publisher and have a single focus on promotion. To create effective native advertisements, several steps must be followed. This guide will go through those steps in detail.

Identify your target audience.

An accurate understanding of your target audience is the first step to creating an effective native ad. Native ads should be crafted to suit the interests and preferences of a specific group of people, so it is important to identify who you want your ad to reach. First, consider the demographic, geographic, and psychographic characteristics that define your ideal target customer, then craft messaging specifically for them.

Next, research customer needs and behaviors to create a comprehensive buyer profile. Spend some time gathering insights, such as what topics they’re searching online and where they like to spend their time online. By understanding customer preferences and needs, you can tailor ads that maximize engagement and conversions with those customers.

Tools like Google Analytics can provide valuable insights into website visitors, including which marketing channels are driving the most traffic and visitor demographics such as age, gender, location, etc. Additionally, insights from these tools can help guide native ad content production decisions based on who is interested in engaging with your business online.

Finally, take advantage of location data from mobile devices (for mobile native campaigns) or IP addresses (for desktop campaigns) to segment audiences further according to geography and serve up ads tailored to each location’s interests and preferences for maximum effectiveness.

Choose the right platform.

When creating native ads, the platform you choose to advertise on is vital to ensure the success of your campaign. But which platform should you choose and why?

There are multiple options available, each with unique benefits and drawbacks. First, it’s important to consider the platforms available, such as social media networks, search engine marketing platforms, and content websites. You go for a platform or a combination that matches your customer base or best serves your goals.

For example, if you are targeting young female professionals as part of a work-from-home campaign, then LinkedIn may be best suited for your needs. On the other hand, if you have an e-commerce brand selling outdoor gear, then Pinterest would be more suitable because it reaches a different audience.

However, the most popular choice remains Google—which has numerous native ad formats:

  • Discovery Ads (formerly known as Google Discover)
  • Search Ads
  • YouTube Ads (instream & display)

On Google, you can use audience targeting tools to target certain demographic groups based on age, gender, or interests and place ads in highly relevant places.

These are just a few options at your disposal when creating native ads — making the right choice is up to you! First, research each channel to see how they could fit your campaign objectives before making a decision; once committed, spend time customizing it to meet your desired results.

Create compelling content

Creating compelling content for native ads is essential for maximum engagement and click-throughs. During the planning process, outline the story you want to tell and arrange this into a structure from which you can build your content. It’s important to think about visuals and what kind of copy or voice-over needs to be used to convey your message.

During the production process, use attention-grabbing visuals, storytelling elements, and memorable tags or phrases to help you stand out from competitors in the industry. Depending on where the ad is placed, you may have a strong headline and a remainder copy available. While each medium will have its specifications, there are a few general points to consider:

Create a unique motif – Identifying a unique look or concept can give your ad more impact than implementing a generic format.

Keep it concise – Long-form ads can still be effective, but keeping content takeaways concise will help ensure your message is memorable.

Incorporate humor – Incorporating a lighthearted tone into your native ad will help you stand out among competitors in the industry by creating something more engaging yet still professional.

Build trust – Showing customers that they’re working with a proven product and service ensures that they’ll come back for more in future purchases.

Analyze the performance

Before launching a native ad campaign, it’s important to set up analytic tools to measure performance metrics. Such tools provide insights into how well a specific ad engages customers and influences their purchasing decisions. In addition, performance can be tracked across various channels—whether the native ads are served on mobile devices, social media networks, or search engine results pages.

Analytics should be used to measure the following key performance indicators:

  • Impressions – This measures how often the ad was displayed or seen on an online platform.
  • Clicks – this refers to how many users responded to the ad and clicked through to the associated landing page.
  • Frequency – this metric indicates how many times a single user saw an advertisement in a given period of time.
  • Engagement rate indicates how many users clicked through, interacted with elements of the ad, or completed other goals specified by the advertiser, such as signing up for newsletters or forming communities around outdoor gear products.
  • Conversions – this tracks if customers followed through on their intent and completed desired actions such as downloading apps or buying products after seeing native ads.
  • Revenue – this is calculated by tracking sales figures related to campaigns where native ads were used before purchase decisions made by customers.

By closely monitoring analytics data points over time, advertisers can analyze which elements of their campaigns lead to higher click-through rates and increased revenue figures. Arming themselves with knowledge gleaned from these analytics data points, advertisers have more clarity when it comes time to adjust their strategy for more effective targeting and better ROIs in native advertising efforts.

Best Practices for Native Advertising

Native advertising can be a great way for businesses to make their content more visible in a non-intrusive way. By designing content that feels natural to the user experience, native advertising can be a powerful tool to reach a wider audience while still being true to your brand. However, to be successful, certain best practices should be followed when designing a native advertising campaign. Let’s take a look at some of these best practices.

Follow the platform’s guidelines.

Publishing native advertising content has become an increasingly popular form of digital marketing, with many marketers using native ads as an effective way to reach specific target audiences.

However, it is important to remember that each platform enforces its guidelines for advertisements to remain compliant with their requirements.

Therefore, when writing and producing native ads, it is important to ensure that the ad copy follows the rules for its intended platform.

For example, a common technology requirement for many platforms is ensuring that the quality of the ads remains consistent with what audiences are accustomed to viewing on their sites or apps. For example, if consumers expect full-screen images in their feed, those images should match that expectation. Similarly, if users expect videos or animated gifs on their app’s newsfeeds, then those elements should be included in any native ads as well. Additionally, all clickable elements within a native ad should follow established navigation standards within the platform and direct users to pages where they can take further action (such as downloading an app).

Furthermore, other platforms may have stricter rules regarding content length and placement; some may have word limits for headlines or a minimum resolution for featured images. Therefore, advertisers must carefully review and adhere to these guidelines to maintain compliance with each platform’s policies.

Use visuals and videos.

Visuals and videos are important factors when creating a native advertising campaign. They can help make your message clearer, more engaging, and stand out from the content surrounding it. Use visuals that match your brand identity and videos that add depth and interest to your message.

Visuals should be used to draw attention to the ad — ensure they’re not too busy or distracting from the main message. Videos are also a great option for native campaigns because they offer the opportunity for advertisers to tell a story in a more engaging way than plain text could achieve. High-quality visuals such as photographs, illustrations, and GIFs can also bring excitement and energy to an ad that text alone cannot provide.

However, if you choose to use visuals in your native advertising campaign, be sure they are relevant to the topic you’re covering; otherwise, viewers may not be engaged with what they’re seeing. In addition, use appropriate file sizes when uploading graphics – if it takes too long for graphics or video content to load on mobile devices, users may leave immediately without interacting with the ad.

Focus on user experience

Native advertising effectively conveys your message to consumers using existing content more seamlessly and engagingly. While native ads are often associated with digital, this type of advertising can be used across all media channels, including print and television. When making decisions about creating a successful native ad campaign, you should focus on enhancing the user experience rather than creating something completely new or unrelated.

The goal of native advertising is to create an advertisement that fits seamlessly into an existing website or online experience without seeming overly intrusive or disruptive. This means using language and visuals similar to the rest of the page and not drawing attention away from other content. In addition, ads should fit into the overall design aesthetic while standing out visually enough to engage viewers.

Additionally, timing is very important when it comes to native ads. It’s essential to place the ad at a point when viewers are likely to absorb your message and take action. For example, if you’re placing an ad within a web page about selecting furniture for one’s home, don’t place it right at the bottom, where people may already be ready to leave the page. Instead, make sure it appears within about two-thirds of the way down the article so that viewers can absorb its contents before moving on from one page to another.

Finally, personalization can also play an important role in successful native campaigns; tailoring messaging according to demographic information (i.e., age or gender) can increase engagement rates significantly over generic ads that appear regardless of user information. Native advertising has been proven time and time again as being one of the most effective ways for brands to reach their target audiences without sacrificing quality. Remember why you’re doing it first: focusing on enhancing user experience!

Test different ad formats

Native advertising is an effective way to reach engaged audiences without disrupting the user experience of your website or application. To achieve the best results, it’s important to test different native ad formats and find the one that works best for your specific situation.

Common native ad formats include in-feed ads, content recommendation widgets, search ads, sponsored content, and interstitial ads between content. Each format has its benefits and drawbacks and should be tested with different goals.

In-feed ads are the most common type of native ad, presented as a link or product placement within the normal feed of content on a website or application. This ad fits into existing layouts without intrusion to maximize user experience while providing opportunities for brand exposure.

Recommendations widgets usually appear at the bottom of a page or article as a “recommended” or “you might also like” box containing relevant items that users can click through to learn more about. These widgets are designed to promote products within related categories and can often provide additional revenue above in-feed ad revenue from clicks from a significantly larger audience pool because 90% will scroll to this area.

Search ads are integrated into search engine results pages (SERPs) and appear prominently among normal organic results when someone completes a related query. These ads follow search engine optimization (SEO) guidelines, so they have higher click rates than other ad formats due to their relevance and visibility. However, research and optimization require more effort upfront if you want them to work well.

Sponsored posts refer to content created by publishers on behalf of advertisers with their unique message across social media channels such as blogging platforms, websites, and other media outlets, including print publications. This type of native ad requires trust from both sides because it involves creating content that aligns with brand values and is appropriate for each channel — if done correctly, it has tremendous potential for ROI due to its personalized nature!

Finally, interstitials are full-page advertisements that appear before or after certain web pages open. Although still part of the native advertising network, these types of campaigns often have low engagement levels due to the extra step required by users before continuing on their journey – hence why agility on testing is important!

Tips for Success

Native advertising is a powerful way to reach potential customers and promote your business. It can be used as an effective standalone marketing strategy or in combination with other forms of advertising. However, it is important to ensure that you create relevant and engaging ads for your target audience. By taking the time to plan and execute campaigns effectively, you can use native advertising effectively to reach your business goals.

Here are some tips that can help you create successful native advertising campaigns:

  • Research Your Audience: Before creating any campaign, it’s important to understand who will be viewing it. Taking time to research the people that are likely to interact with your ad will help you create content that is more likely to resonate with them.
  • Create Compelling Content: Create content for your advertisement that stands out from the crowd. Make sure it captures attention and drives curiosity – people should want to click on the ad and find out what’s behind it!
  • Integrate Seamlessly: Native ads should appear naturally within the website or platform they are associated with – this helps generate trust between the reader and your brand, encouraging them to click through for more information about what you offer.
  • Analyze & Optimize: After the publication of a native campaign, analyze its performance in terms of user engagement metrics such as clicks, conversions, and customer satisfaction. Tracking such numbers will help you optimize future campaigns appropriately by highlighting areas needing improvement or emphasizing elements successful at driving customer interest


Native advertising can be a powerful tool for brands to increase their visibility and drive more engagement with their audiences. It can also be a great way to capture data and user-specific information to help you target your audience and create more engaging content. Ultimately, deciding to use native advertising is up to you, but understanding the pros and cons can be a great start to making an informed decision.

Native advertising is a powerful tool for businesses that want to break through the cluttered online landscape and connect with their target audiences. Though it can be expensive and require additional resources, the potential payoff is worth the effort. When done correctly, native ads match user experience with real value for brands, which helps drive engagement and ROI.

At its core, native advertising should be seen as an effective marketing solution for connecting brands with their target users in a non-intrusive way. It allows companies to tell stories that align with audience interests while delivering relevant content – without being intrusive or off-putting like traditional ads. With the right strategy, native advertising can drive traffic, conversions, and sales significantly. It’s also great for improving brand recognition and providing valuable content to users.

The most effective way to ensure success with native advertising is by creating highly relevant content that resonates with your target audience. Focus on delivering value to customers – not just sales pitches – by creating compelling creative across multiple platforms and staying up-to-date on digital trends to reach those who are receptive to it.


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