As Business Insider already stated, native ads will drive 74% of all ad revenue by 2021. But what is native advertising and why is it increasingly popular? Minthical team has gathered here some facts about this popular type of advertising, the good, the bad, the pros and the cons.
Native advertising represents any form of paid media that follows the natural form and function of the platform where it is placed. Some types of native advertising include: promoted tweets on Twitter, suggested posts on Facebook, editorial-based content recommendations.
The largest social platforms, Facebook, Twitter, Instagram, and Tumblr all monetize with native, in-feed ads, followed by companies such as Time Inc, Forbes, Wall Street Journal, New York Times, and USA Today, which also continue to introduce new advertising integrations on desktop and mobile that match both the form & function of their editorial feeds.
Other popular types of native advertising
In Feed Ad Units – refer to the promotional articles published in the same format and location with the website’s own editorial material. Advertising articles can be written by either the advertiser or the editorial team of the hosting site.
Recommendation Widgets – Recommendations for “relevant articles” or “recommended articles” that appear at the end of articles.
Promoted Listings – Most commonly published on e-commerce affiliate websites or on price comparison websites, they usually include in the product list some of items that were specifically chosen.
Many people hate native advertising because reading/watching some type of hidden advertisement can make them feel tricked, lied to, and taken advantage of. The brand using such ads can be perceived as dishonest by the consumers.
However, here are a few reasons why you should go native:
- Because 25% more consumers check the native ad placements, compared to the traditional banners.
- 97% of mobile buyers consider native ads effective for achieving branding goals.
- What is more, compared to normal banners, native ads reportedly had an 18% higher lift in purchase intent.
- The best thing about native advertising is the fact that once a user is engaged with native ad experience, marketers can retarget them with display ads that can increase the chances of turning visitors into costumers.
- Native advertising brings 2 major benefits for the customer: quality traffic and backlinks that help increase the visibility and improves the SEO of a website.
To sum up, hate it or love it, we must admit that, when it’s done right and makes sense for the brand, the publisher and the reader, native advertising can be beneficial, as it represents a way of increasing awareness of your products or services.