Native Advertising

What is Native Advertising?

Native advertising is a hot trend in the marketing world nowadays as it’s a great way for brands to interact with their customers. But what does it really mean?

Wikipedia’s official definition states that “Native advertising is a form of online advertising that matches the form and function of the platform on which it appears”.

This concept can be understood with the “pay to play” concept; brands pay for the placement of their content on different platforms that are external to their own media – but it’s vital to understand that this is NOT like traditional advertising as it doesn’t promote a company’s products/services directly.

The capacity to offer relevant information in context while assimilating the message within the form of a website has turned it into a method of advertising that is way more appealing to readers than other traditional forms.

Consumers view native ads 53% more often than displays ads.

As consumers are extra savvy nowadays, they consequently become more sceptical; they recognize ads in a blink and mis-trust or avoid them all together.

Native Advertising was initially created to flight this reality and reach out to readers by camouflaging the marketing message so it looks like regular editorial content while connecting with consumers on a personal level by incorporating User Generated Content into the campaigns (product reviews, discussions, etc). Read more about UGC in one of our previous posts.

70% of people would rather learn about products through content than traditional ads.


Here are a few of the main benefits of Native Advertising content:

  • It’s engaged with a higher rate than banner or display ads.
  • It has more potential to go viral.
  • It’s not disruptive to users.
  • It’s more flexible than regular advertising.
  • Brands can engage consumers more effectively.
  • It’s more trustworthy (as these ads look like editorial content and not regular ads).

This form of marketing allows you to reach out to a much wider range of readers, driving a higher amount of potential customers to take a particular action (e.g. increase your website traffic, gain a higher engagement rate, engage in a contest or promotion, etc).

There are many different types of Native Ads: Twitter Ads, News Feed Ads, Advertorial Ads, Native Video Ads, etc. and can be displayed in a variety of ways:

  • In-feed Native Ads.
  • Search and Promoted Listings.
  • Content recommendation widgets.
  • Custom content units.
In-feed examples

The most popular forms of native advertising are sponsored blog posts (65%), sponsored articles (63%) and Facebook sponsored updates (56%).

To finish off, here are some basic tips on how to create an efficient Native Ad:

  • It should not disrupt the user experience in that particular channel.
  • It should be targeted to a specific audience.
  • It should be 100% transparent.
  • It should be useful and interesting to the reader.
  • It should offer information that is similar to the rest of the site.

Communify has a network of publisher partners that allows you to amplify your brand and boost your marketing strategy. The ads are delivered via a common recommendation widget that is usually integrated into the footer of the page and can be served based on the content of the article or overall content of the website.

Learn more about Communify here. 

This post is also available in: Spanish

Leave A Comment?