Native advertising has entered the main-stream. As a media buyer or digital marketer, are you familiar with the various kinds of native ads? If not, you're missing out on a massive content amplification channel.
Native advertising opens up entirely new channels of content distribution for digital and content marketers. The examples of native advertising in this post vary in their format and scale, but each help valuable content reach the eyes of potential customers. And while standard advertising is disruptive in nature, native advertising is closer to “non-interruptive.”
Native Advertising 101: The Simple Rules
Much like content marketing, native advertising works better when the content provides value to the reader. Without this requirement, it becomes disruptive in nature as it pulls the reader away from what she or he actually wants to read.
Who has picked up on this new phenomenon? Many names you already know. Here are some examples of native ads:
Twitter has an estimated 120 million monthly visitors that use its social site. On Twitter, promoted tweets are a form of native advertising since they blend in with standard non-promoted tweets.
Using Twitter native advertising, you can reduce the amount of work required to build a huge following and promote important events, messages and updates.
Facebook has an estimated 1.4 billion monthly active users along with 936 million daily active users. On Facebook, native ads take the form of a sponsored post. This sponsored post can be used to grab your consumer’s attention and get them to take action.
Of course, if you properly engage your target audience, it will increase the likelihood that people will share and amplify your content on their own for free.
Facebook can also be used to build relationships and is an innovative way to gain access to the mobile platform.
Let’s not forget about all of those featured videos we frequently see on YouTube that are great opportunities to get video in front of customers. Few platforms have the ability to captivate an audience like YouTube. According to the site, YouTube has hundreds of millions of hours of video watched every day.
In this native advertising example, YouTube allows businesses to get their message in front of millions of people that have a greater potential of becoming customers.
Compared to the other services on this list, LinkedIn’s 414 million total users might seem small, but they make up for it with a strong business following and better targeting than most of their competitors.
LinkedIn says that 45% of its revenue is now being generated from native ads. “Ultimately, LinkedIn wants to be the place where professionals come to further their business goals, become better at their jobs,” said Russell Glass, LinkedIn Marketing Solutions Head of Products.
“Content and thought leadership as well as consumption is a critical part of those goals. It’s a place professionals are coming to accomplish those goals and also where companies that want to get more promotion can do so.”
In-Feed Native Ads
In-feed native ads are the most common form of native advertising—primarily because of their "mobile-first" approach and ability to drive users to advertisers' owned media properties.
As the name suggests, in-feed ads are located within a website’s standard content stream, and are generally found on publisher content and news aggregation sites.
While a relatively new invention, in-feed native ads have proven themselves as a solution for advertisers to deliver branded content to users without disrupting their user experience—all while exponentially increasing user engagement. Programmatic in-feed native advertising campaigns don't just crop up on one platform, such as Facebook or Twitter, but across hundreds or even thousands of relevant publishers, depending on the (Demand Side Platform) DSP a brand or agency chooses. For example, StackAdapt's platform can deliver in-feed native ads across 50,000+ publishers.
These are just a few examples of native ads that are available to help you distribute your content more effectively. Always remember to match the editorial and design style of the site in order to get the best results.