As we notice, most companies have turned to native advertising to promote their brands. So far, it’s proving more successful than traditional online advertising. it’s less intrusive than traditional ad formats. As native has become more integrated into the ad market, it has also become more refined and less prone to being used for deceptive purposes.
Types of Native Advertising
Search engine marketing (SEM) is one of the oldest forms of native advertising. They’re considered a form of native advertising because they do happen to fit the form and function of the page. They are only marked as ads by their small yellow tags. SEM is great for location-based targeting and finding users at the same moment they are searching for your product or service.
of course, the appearance of search ads depends on the content and format of the search engine used, but native search ads all present their content in a layout that mimics organic search results.
In terms of IAB metrics, native search ads appear in-stream and match the function of the page. Because search results are links, search ads also mirror the page content behavior. These are narrowly targeted placements that drive a direct response such as a sale, download or data capture.
2- In-Feed Units
In-feed units promote sponsored content within a publication’s natural index of articles. In addition to seeing original content as part of a stream or gallery, readers see sponsored content from advertisers. The content is marked as sponsored, but it blends into the publisher’s native experience.
While all native advertising on social media is considered “in-feed”, not all in-feed native advertising occurs on social platforms. Something called Real Time Bidding (RTB) allows digital marketers to use various targeting techniques to serve up relevant ads to people across a list of pre-approved websites.
3- Recommended Content
The only difference between in-feed native and recommended content is web-page placement. While in-feed ads are generally couched within a publisher’s content feed, recommended content is almost always found along the bottom of a given publisher site. Like an in-feed ad, once clicked, users are transported out of the publisher site to the blog or landing page of the brand who created the ad.
this type of ads allows brands to leverage the audiences of major publishers to drive traffic back to their websites. Content recommendation widgets are good for publishers that want to increase their audience or for brands using content marketing for lead generation. The key for advertisers is to develop relationships with the kinds of publishers that can actually drive traffic back to advertiser websites.
4- In-Ad With Native Elements
This type of native advertising looks like a standard ad, but it has significant contextual relevancy with the publisher. For example, a food brand might promote its own proprietary recipes on websites that publish user-generated recipes, or next to a New York Times article containing seasonal recipes.
These ads appear in standard IAB containers. These out-of-stream ads still match the context of the page and are sold with a guaranteed placement, so the advertiser knows which content will surround it. These ads match the page function and introduce new behavior.
5- Promoted Listings
Promoted listings are used by e-commerce sites to feature sponsored products first, generally on a category page. In addition to getting brands to the front of the line, promoted listings are getting the more effective cost, too. Sellers like eBay no longer charge customers for promoted listings until the listing generates a sale.
Promoted listings are generally found on sites that don’t have editorial content wells. However, these ads still fit into a browsing experience seamlessly because they look nearly identical to other products or services on a given site.