What are Native Ads?

One of the latest advertising trends online is native ads. But do you know what they are and how to work with them?

The main idea of native ads is to advertise content with themes related to the information on the page, but in a way that fits the surroundings and is still inserted in the user’s reading flow. They are still brand sponsored and suggested to users browsing similar topics, but brings relevant information in a format that makes it look like the publication produced it.

Different from big banners or pop ups that show up while you’re browsing the internet, native ads focus on offering useful information without disrupting the user experience. Websites including native advertising have to clearly identify the type of content with labels such as “Ad” or “Sponsored”, to avoid having the users feel tricked.

Google Search ads are one of the most obvious examples for how to work effectively with native ads. Have you ever noticed, while researching for a subject, how the first options displayed look exactly as the content displayed, but with an “Ad” tag to it? That’s one of the most common ways of exploring native ads. The ad subject is (usually) similar to the one being searched, allowing it to be a unified and discreet way to offer helpful information.

However, there’s much more to it than renting space for your company or product on Google searches. One example of a company that explored  native ads brilliantly is Netflix’s article on the New York Times “Women Inmates: Why the Male Model Doesn’t Work”. It is labeled as “Paid post”, and the theme and visual identity clearly evokes one of Netflix’s hit series “Orange is the New Black”.

Native Ads OTNB

But more than a display ad, the article goes on to teach the audience about the abuse women experience while in prison and how their families are affected by their incarceration. Netflix uses the space in the New York Times to educate their audience about the theme, without losing the opportunity to link it directly to the show they are advertising.

Exploring native ads not only helps the brands to address specific audiences, but when done right, it attracts qualified leads which will enhance the user experience on your website. If you would like to know more about how adHOME can help add value to your business with native ads, send us a message.