What is Native advertising?
Native is an advertising format that looks and behaves like other content in the environment where it is displayed. The name comes from the format being natural to its surroundings.
The definition is fairly broad – it could for example be a sponsored post in social media, a paid article on a news site or in print media, but also certain advertising in audio and video channels. This article is about native on the web, specifically on news sites and special interest sites.
Natural from two perspectives
A native ad can be thought of as natural to a website from two perspectives. There is the visual perspective, i.e. that the appearance of the ad is as integrated as possible with the rest of the site. And there is the content perspective such as the tone of the text and the importance of meeting the audience in the right channel.
Native advertising should not be about misleading the consumer, but to offer a non-intrusive ad format. Serious brands and publishers do not want to trick their customers and readers into ad exposure. On the contrary, native advertising is often used as a branding tool, where building trust is essential. Teasers and articles should have clear disclaimers and marketing laws be followed.
Three types of native
With True Native, ad teasers are embedded on the website, for example between editorial teasers. Clicking the teaser brings the visitor to a landing page displaying the native article on the same site, just like when clicking an editorial teaser. You can find an example here.
Full Content In-Feed or native scroll article, is a variant of true native where the entire article is displayed within an article flow. Many news sites implement infinite article scroll, which is a perfect match for this format, but it also works well to put it under a single article to create a kind of mini infinite scroll. Delivering and measuring native articles in the flow from an external platform is Advisible's innovation. It is an advanced and highly effective ad format that publishers had to implement themselves in the past. You can find an example here.
Content Display is a hybrid between banner ads and native. The appearance of the teaser is the same as with true native, but clicking brings the visitor to a landing page outside the website. The content on the landing page does not need to be an article in this case, but can for example be a product page.
Advantages with native
- Responsive. When properly implemented, native ads are responsive, which means that they adapt and look good on all screen sizes.
- Less intrusive. Due to the fact that native ads do not break the shape and color, they are visually less intrusive for web users.
How to get started
If you are a publisher and have basic knowledge in web programming, you can try yourself using our guides. If you are an advertiser, you just need to log in to Advisible Console to start creating ad campaigns.