What is Native Advertising?

Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear. Native ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don't really look like ads. They look like part of the editorial flow of the page.

Most ads that you see are PPC campaigns, where advertisers bid to have their ad placed in front of users based on triggered searches or in newsfeeds based on the audience demographics, behaviors, and their past relationship with your brand.

Native advertising takes a different approach. Instead, it lists your ad like an article, a newsletter section, or a display ad on specific publications. The idea is to purchase listing space on specific publications so you can line up your ad with the right reader intent and demographics. This ensures that your ad is shown to users who aren’t just receptive to it in general, but who are most likely to be receptive to it right now.

When I’m researching information for a financial blog post that I’m writing, for example, I’m not going to take time to click on an ad from a brand that makes homemade pasta. Cooking is a hobby for me, so even if I’d normally click and convert, I’m not in the right mindset. If, however, I saw the same ad when I was browsing recipes on my own downtime, I’d be much more likely to take interest. The focus here is on context, creating seamless ads that are hyper-relevant.

The reason why native advertising has proven to be so effective is that they are usually better received by their target audiences. This method helps to combat ad fatigue and further engages the audience. Because they don't “feel” like advertisements, people are more inclined to view them and consume their content.