‘Native adverts’ are adverts that are designed to integrate with the style and look of the website they appear on. They fit in ‘natively’ within the form and function of the website.
Native adverts aren’t designed to be hidden, however, they are equally not immediately noticeable as an advert. Often only seen as adverts due to the ‘sponsored’ or ‘recommended’ text label adjacent to the advert.
Whilst native ads are designed to suit the website they are hosted on, they should still be relevant and interesting to the viewer, a tricky balance for the more distinct brands.
What is an example of a native advert?
Examples of where you might see a native advert include…
- In social media feeds
- Branded editorial content such as blogs and articles on websites
- ‘Recommended’ sections next to or below similar articles on websites
When are Native Ads good?
Native ads are a good solution to tackling ‘ad fatigue’. This is when users become desensitised to your advertising because they see them so much.
Due to the less intrusive nature of native ads, they can assist in offering a softer approach to advertising.
Bear in mind
Native advertising can be cost-effective with its generally much lower costs, however, it is easy not to see immediate results.
Native adverts are definitely a strategy that needs to play out between a few weeks and six months.
Published: 15th May 2024