Native ADS – When Advertising Becomes Content

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It can also be said that native advertising is a web advertising technique in which the advertiser tries to gain the attention of consumers by providing valuable content in the context of the user experience.

Social media feeds or recommended content on web pages are the most common places to see native ads.

Unlike display or banner ads, which are obvious, noticeable (and often even annoying) native ads don’t really look like traditional ads.

They feel like part of the page’s editorial flow. The key to native advertising is that it’s not intrusive.

The main idea behind this type of ad is that the user hardly notices the difference between ads and organic content.

What are the types of Native Ads?

The leading organization responsible for developing ad industry standards and conducting business research, The Interactive Advertising Bureau (IAB), published a detailed report in 2013 with six different categories for categorizing native ads.

Here is a general and summarized version of each one.

in feed

As the name implies, the ads in the feed end up being located in the site’s own normal content feed.

Meaning they appear as if the content was written by/or in partnership with the editor’s team to match the surrounding stories.

It is often easy to go unnoticed like the post on some page you follow.

The content is marked as sponsored and appears on the site in a similar format to all other content in the publication.

This category is one of the most popular native ad forms because of its effectiveness.

Promoted Listing

Generally displayed on non-content-based websites, such as e-commerce sites, promoted advertisements are presented identically to the products or services offered on that website.

They don’t have editorial content, but are designed to fit seamlessly into the browsing experience.

Paid Search Ads

Known as sponsored links , paid search ads are like promoted ads, with the difference that the listings appear at the top of a user’s search results.

It’s not uncommon to see this on Google or Bing, for example. Do the test. Search for the name of an electronic product, for example, and see how it works.

Often found above or below organic search results or in a favorable position, they are sold to advertisers with a guarantee of optimal placement on the search engine page.

There’s nothing more simple than this: “Pay me and your name will appear in evidence when someone searches for a product you have.”

These ad units are also used to promote businesses, depending on the user’s location when searching and their preferences for certain companies.

Such ads generally look identical to other results on the page, with the exception of advertising aspects.

Recommendation Widgets

Usually delivered through a widget, recommendation ads are often recognizable by words that imply external reference, suggestions, and tangentially related topics.

“You might like it too”; “You might like”; “Other places on the web”; “From the entire web”; “You may have missed it” or “Recommended for you” typically characterize these drives.

A content amplification network distributes these sponsored recommendations as paid content discovery links.

These networks amplify your brand content by recommending it on sites with a similar audience.

In-Ad (IAB Standard)

This type of native advertising looks like a standard ad, but it has a strong, highly contextual connection to the publisher.

For example, a video card brand advertising in an e-store of electronic products for gamers, a dulce de leche brand advertising its brand on a dessert recipe website with a recipe of its own, and so on.

custom

Then, the name itself makes it very clear: custom formats.
These ads appear in many different ways, however, there is a sort of pattern.

They always have as a predominant characteristic the same style as the place where they are being presented and providing a non-intrusive experience for the user.

In short, an ad that looks similar to the content of the page and that maintains a natural experience for the user to explore the site is considered a native ad or  native ad .

Is native advertising a stylish alternative to the usual ads?

Well, that really depends a lot.

The main reason why so many people are turned off by ads is that they find them annoying and intrusive.

Too many ads interrupt what users are doing, which is annoying enough in nature.

Some even make loud noises, play music out of nowhere, or have annoying bright colors.

There are worse ones, like the ones that are so big and open so many pop ups that they turn site navigation into a painful and labyrinthine process.

We shouldn’t go too far

One thing, however, is fact: native advertising solves a problem for users and advertisers by providing content that doesn’t interrupt the user experience and is therefore more likely to be seen by consumers.

But be careful, the user likes to identify an ad. When it is not possible to tell the difference between an ordinary post and an advertisement, the Internet user has the feeling of being deceived and this can have a great negative effect.

The Rise of Ad Blockers

Ad Blockers are becoming more common every day, making you cannot rely on old ways of advertising if you want to reach your consumers.

They have tools to block their ads and they know which ads to avoid even if they see them.

You need to think more carefully about how you engage with users if you want to spread the word about your brand or increase sales.

Your Native Ads

Now that you know how they work, look for vehicles to buy your own.

Study the best way to integrate your content or products naturally on other sites and see the results. Native Ads may be what you needed to significantly improve your conversion.

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