In a few years, the web has become a veritable playground for advertisers. Ads are ubiquitous and to protect themselves from this infobesity, Internet users have consciously developed the ability to ignore undesirable content. Advertisers must therefore constantly find new tricks to make their advertisements more visible. Among them is Native Advertising or Native Ads, a process that appeared about ten years ago. What is it exactly? What are its advantages and what strategy to adopt with the help of brand consultant? Discover the answers to these questions by reading this article!
What are Native Ads?
Native Advertising is advertisements that are perfectly integrated into the web pages on which they are found. They are distinguished from display ads which are clearly separated from the rest of the content. These two approaches use the formulas tested and approved by the paper press. The display is the recognizable ad pages of magazines, while native ads are the equivalent of editorial, a process that disguises an ad as an article.
To blend in with the content and give the impression of belonging to it, Native Ads use various techniques. They can for example slip between the paragraphs of the articles and take up the graphic charter of the website in question Strategy to Adopt. Even if the obligatory mentions such as “partnership”, “sponsored” or “announcement” make it possible for the Net surfers to make the difference between the advertisements and the editorial content, they tend to give more consideration to it.
Native Ads can take several forms:
The recommendation modules take place at the bottom of the web page.
Custom formats that can take on various appearances. This kind of Native Ad is usually difficult to distinguish from the rest of the content. It is the result of close collaboration between the advertiser and the media.
Where to place native ads?
Native Ads can be used on any type of media. They are found on search engines: these are for example the famous Google Ads which integrate perfectly with organic results, and which can only be recognized by the mention “advertisement”, located just before the site address.
You can also come across them on websites: media, e-commerce, marketplaces, etc. Natives Ads also appear on mobile applications and newsletters, but it is certainly on social networks that they are the most present and the most effective. On Facebook, LinkedIn or Instagram, ads are inherently native. They scroll between users’ publications, without it being possible to distinguish them at first glance.
What are the advantages of Native Ads?
Native ads are less intrusive than display: they offer sponsored ads, of course, but are generally related to the page viewed. They can then be considered as a real added value to the content. This approach is therefore more akin to an inbound marketing strategy than Outbound through a brand strategist. Internet users feel less solicited and are more receptive to the proposed message: the commitment is greater.
Then, the user experience is of better quality because the navigation is fluid and fast. Site publishers can therefore hope to retain them and generate a regular income.
Natives Ads: what pitfalls to avoid?
Exploiting native advertisements is therefore particularly effective for advertisers and publishers alike while preserving the UX. However, the methods used work well. To be successful, it is essential to configure your Natives Ads correctly.
To broadcast its native advertisements, it is also essential to carefully select its partner sites. They must be related to the products or services offered, and above all, they must have a sufficient audience Strategy to Adopt. To be sure of doing well, the ideal is to go through a platform specialized in Native Advertising such as OutbrainWheretaboola.
What strategy for native ads?
Despite all the care that can be taken in the choice of partners, it remains difficult to achieve precise targeting. The most frequented sites are also those which bring together the most diverse audience. reach his persona in this way, therefore, seems limited. However, it is possible to narrow the funnel by collaborating with specialized media.
Another difficulty to consider blocking third-party cookies. They are already excluded from the Firefox browser and limited on Safari, but in 2022, it is the giant Google that plans to block them on Chrome. Knowing that third-party cookies, also known as 3rd party inspirational speaker, are the indispensable tool for advertisers to precisely target their advertisements, the consequences of this decision are enormous. The entire online advertising ecosystem, both display, and native, must reinvent itself.
In the end, Native Ads are not necessarily ideal for turning Internet users into Strategy to Adopt. It must increase the online presence, which is essential for building the trust of potential customers. To ensure their conversion, it is preferable to invest in an inbound strategy that allows very precise targeting while avoiding invading users‘ space.
