What are Native ads ?
Native ads are the highly targeted ads which takes the best of content marketing in designing the message on the ads. But hold on, doesn’t this apply to all other types of ads. Yes it does. But Native ads comes with a difference. The difference is in the delivery of the ad. The ads are targeted in such a manner that the user experience is not disrupted. The ads are delivered in a way that it does not impede the user’s normal behavior in that particular channel.
So in short you pay for placement of ads but in a way that it matches the format of a third party website.
These ads are defined as Native ads and the whole advertising as Native advertising.
Native Ads for Publisher and Advertiser
The best example of native ads with which you can relate day in and day out are – Facebook Sponsored stories which you must have seen/clicked/liked in your news feed. Hence Facebook is a publisher and marketing brands/agencies are the advertisers.
As a Publisher
You can offer spaces on your website within your blog/website. You can directly sell or involve with an aggregator.
Similarly mobile app users can also benefit from native ad placements. You can ask your developer to check the module to implement native ads using Google DFP (Double Click for Publishers – https://developers.google.com/mobile-ads-sdk/docs/dfp/android/native
With the rise of ad blocking , Publishers are about to hit a wall with native ads.
Its a must invest for the publishers in this advertising. They can sell these spaces later to advertisers on eCPM basis.
There are other number of aggregators where you can become a publisher with your blog/website etc.
As an Advertiser
To invest in native ads, is becoming one of the primary objective of online advertising. We all are looking for quality and not quantity. We want to reduce waste traffic to come to our website.
When considering the popular social media channels , we are already investing a sum in native advertising. Newsfeed ads, Promoted trends, Sponsored stories, Linkedin ads, Promoted stories are all part of the native ads.
Its advisable to check out the results from Native ads and accordingly adjust budget in Banner Ad marketing.
Native Ads Vs Banner Ads
Native Ads on a comparison with banner ads give 2-10x greater CTR (click through ratio) . The study done by IPG Media Labs – http://www.sharethrough.com/resources/native-ads-vs-display-ads/ shows the effectiveness of Native Ads over Banner Ads.
Mobile Native Ads
For all the same reasons stated above, the native ads also make a great deal on mobile. When we see the world is highly active on mobile, we cannot stop from taking the advantage of mobile native ads for publishers as well as advertisers.
The detailed study done by MMAglobal gives you a ringside perspective of mobile native ads – http://www.mmaglobal.com/files/documents/the_mobile_native_formats_final.pdf