Native advertising displays paid advertisements that align with the tone and style of the page where it is put up. This distinguishing feature of such paid content is that they are non-disruptive and blend with the page’s look and feel. So, the native ads do not appear like regular ads that pop out.
Where are they found?
Nowadays, this type of advertisement that is cohesive with a page’s content is found everywhere on the internet. One can find them on social media feeds, promoted search results, and recommended content on a website.
Although widely prevalent, consumers do not easily spot them on a page and are not put off by the advertisements. Readers are exposed to the ads while browsing, as they are well-assimilated into the page’s design.
What can be put up in native ads?
Any paid content can be a part of native advertisements, as long as they intermingle well with the ‘organic’ content of the page. This could include videos, infographics, or articles. The only criterion is that its design should match that of the platform where it is embedded. The viewer must not feel interrupted by the content of the native ads. It must also offer the type of information that the platform’s audience typically expects.
What are the types of native ads?
Native ads are not supposed to look like conventional banner ads or display ads. They must integrate well with the content of the page.
They could look like ‘In Feed’ Ads, advertisements that show up in the news feed on social media networks. Native ads may also be shown as content recommendations: the ‘suggested articles’ that appear below the article that was just read on a page. Finally, such advertisements may also be put up as search and ‘promoted ad listings,’ displayed at the top of Google search results or in the sidebar once a Google search has been done.
How are native ads different?
The terms content marketing and native advertising are erroneously used interchangeably by many advertising agency executives and marketers. Content marketing involves placing relevant, valuable content for a specific audience on an unpaid platform. Native advertising involves placing relevant, useful content for a specific audience on a paid platform. But these must be placed in a format that is comparable with the other content on the page and must not cause the user to feel disrupted. In this way, users engage better with native ads than with regular ads.
However, suitable labels must be marked around the content to ensure the paid placement of native advertisements is 100% transparent.
Why go for native ads with Mo Mantra?
Mo Mantra ensures native ads appear seamlessly with the editorial content. This makes the viewers view the advertisements and spend more time looking at them. We create native ads that are more visually engaging. They have proven to drive higher purchase intent than traditional ads for most campaigns.
Ultimately, native ads work. As consumers turn more and more resilient to traditional forms of advertising, brands are apportioning bigger budgets towards such non-disruptive ad formats.