While scrolling your Instagram or Facebook feeds, you often see kinds of advertisements. What is the purpose of these ads? Who are the other people seeing it? Who is the owner of these ads? Such kinds of questions often jump in our brain. Right? We are here to solve your doubts and queries.
(Reference Blog: AI in digital marketing)
Advertising refers to the process of promoting your services or products, by a mass platform.
There are mainly two types of advertising.
Traditional advertising: This is defined as the old ways of creating advertisements. Ads are created and executed in a random manner.
Native advertising: This is the modern way of creating advertisements. Ads are created in a more customized and specific manner.
In this blog, we will read about Native Advertising in 2021 and 2022.
What is Native Advertising?
The term Native Advertising consists of two specific words, native and advertising. The meaning of the term native in general English means originally connected or particularly belonging to somewhere or someone.
Native advertising also called as root advertising or sponsored advertising. It is the kind of advertising where the advertisement matches the function and form of the launching platform. Launching platform is the platform where the advertisement appears. For example, YouTube, Instagram, Google, Facebook, etc.
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In layman Indian language, it can be termed as desi. Whereas the meaning of advertising is already explained above. Promoting your product or services to the public through mass media is advertising. So, native advertising may be defined as advertising your content by matching the originality of the platform.
Technically, native advertising may be defined as a technology creating paid advertisements on various platforms. The advertisements match the originality, layout, design, and concept of the platform.
What are the forms of Native Advertising?
Though native advertising exists in many forms. But mentioned three are the major forms of native advertising.
Native advertisements are classified into following types:
In feed native advertisements
These are the advertisements that appear in between the posts. For example, ads on Instagram and Amazon stores.
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Content recommendation native advertisements
These are the suggested ads that appear at the end of an article or blog of a website.
For example, the external links mentioned in this blog can also count as a content recommendation ad, though we mention relevant links and none of paid promotions.
Branded native advertisements
They are totally unique and personified in nature. They appear as unique content on a publisher’s site.
Examples of Native Advertising
Air is all around us, but have you ever paid attention to it? Obviously, no. Similar is with native advertising. Native advertisements are all around us. Our news feed, social feed is filled with it. Here are a few examples which will help you to realize the exact meaning of native advertisements.
YouTube advertisements are the top example of native advertisements. Yes, these are the same ads which you wait to skip, so that your searched video can start. Here the ads are created in a video form, matching the originality of YouTube, which is itself a video streaming platform.
(Suggested blog - AI in YouTube)
Spotify and Gaana ads
We all get irritated when our favorite song on Spotify or Gaana is interrupted by some random girl telling the perks of a fresh toothpaste. This is also an example of native advertising. Here the ad is created in an audio form as the platform itself streams music and audio stories.
LinkedIn promotional messages
If you are on LinkedIn, you might have noted sometimes random accounts message you about his course or seminar. Most of the time, these messages are based on your search and interests.
Social Media ads
Ads on Instagram and Facebook are classified under this category. Ads appear on feeds in the form of posts. And posts are the basic feature of these social media platforms.
(Related blog - Social Media Marketing)
The snapchat app also utilizes the principle of native advertising by collaborating with upcoming songs and events. These promotions are designed in the form of filters.
What are the specific examples of native advertising?
Above we have talked about native advertising examples in general terms. Now let us read about specific examples of native advertising.
Instagram filter and Nickelodeon
Spotify and Netflix Stranger Things
The New York Times and Allbirds
Instagram posts and Skincraft
Snapchat and Taco Bell
Twitter and Tequila
(To read briefly about these examples: Top examples of native advertisements)
How native advertising works
Native advertising works by click through rate procedure. Surveys are done to search the interests of the users. After classifying their interests. AI works to make your ad available to customers who are generally interested in viewing it. So, there is a minute chance of rejection and disappointments.
Is it a good choice to invest in native advertising?
As mentioned earlier, it is definitely a good choice to invest on native advertising. Even search engines too favor this form of advertising. Following are the reasons for which search engines support native advertising.
Why do search engines favor native ads?
Less disruptive than traditional advertising.
Native advertising fits the content of the platform.
Native advertisements are better integrated than traditional ads.
Native advertising works on sponsorship. Thus, increasing the marginal profits for both sides.
Content views are more in native ads than traditional ads.
But native ads require a lot of research and requirements before creation. If not created according to guidelines or rules it won’t work. Also, there is a chance of your ad getting abandoned by google.
(Speaking of Google, check out Google Maps)
Here is the attached link describing rules and regulations of a native ad: Regulations and design of native ad 2021-22
Advantages of Native Advertising
Advantages of native advertising
Native advertising has countless advantages. Following are the important uses and advantages of native advertising.
More attractive to GenZ
Generation Z believes in modern and optimized advertising rather than traditional ones. So native advertising targets more of the youth of the society.
Branded content is more effective
Native advertising focuses on custom and branded content for creating ads. Thus, native advertising is more effective than traditional advertising.
More engaging content
Custom content engages more users than random ads.
Being modified to fit all the platforms, native advertising is user friendly as users can avail their interest from any of the platforms.
One of the greatest advantages of native advertising is that it doesn't ruin the originality of the platform where it is served.
Higher click through rate
Native ads have higher CTR click through rate as compared to traditional or random ads. According to AppNexus white paper CTR of native advertising is 8.8% more than random ads.
Attract more millennials
According to a study, 1/3 millennials purchase something from an online sponsored ad.
Native ads are more cost effective than traditional advertising.
Disadvantages of Native Advertising
Following are the difficulties faced in the process of native advertising.
Undefined measures of success
There are no hard and well-defined measures to rate the success and quality of a native ad. This is one of the biggest flexes of native advertising.
Due to undefined measures, the effectiveness of native ads can't be judged.
Requires talented laborer
Unlike traditional advertising, native advertising can't be done by unskilled labor. A skilled artist having talent in a particular field is required for the purpose.
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Native ads creation takes more time as compared to traditional advertisements.
A disruption for audience
Most of the audience is disrupted with unwanted ads. Even we count those 3 seconds to skip video ads on YouTube. And our bad now it takes almost 15 seconds to skip an ad. Therefore, native ads are a means of disruption for the audience.
Native advertising is a good way to maximize your growth and success. While keeping few rules in mind and facing few challenges it can have a great future in India as well as in the World.