Native advertising refers to transforming the sponsored ads to match the look, feel, and functions of the media format they are shown on. As a rule, this type of ad appears in social media feeds or in a recommended section of the platform. That is why such ads can be difficult to spot, as they are organically built into the site’s interface to perfectly match its content.
One of the best features brands and advertisers love in native ads is that it provides a way higher level of audience engagement and click-through rates than traditional models. According to the recent statistics, over 90 % of publishers either have employed the native ads campaign or plan to launch it in the near future. And about 40% of brands have already implemented this strategy to enhance their marketing campaign.
The advantages of native advertising can be summarised as follows:
- The so-called “organic content” impression. Created according to the site’s design, such content gains more trust among people.
- Relevant and interesting content. Native adverts provide better audience understanding and targeting, thus creating personalized offers that can engage more consumers.
- Higher CTR rate. In most cases, native advertising can generate up to 8 times more clicks than it is with traditional ads.
- Better sales. Useful and high-quality content can generate more purchases among the Millennials. Thus, if the sponsored content appears to be relevant, the young generation won’t immediately dismiss these posts.
In addition to that, native advertising gains way higher ad impressions from its consumers. Compared to display ads, users tend to look at native adverts over 50% more frequently, which consequently increases their engagement.
