If you’re struggling to make your ads stand out without being intrusive, native ads might be the right solution. Unlike traditional ads, native ads are less disruptive and more engaging for app users. This post will show you how native ads work and why they’re great for keeping your audience interested!
Table of Contents
What Are Native Ads?
Native ads are paid content that matches the look and function of the surrounding content. Unlike traditional ads designed to stand out, native ads blend in with the platform’s content, so they don’t disrupt the user’s interaction with the page.
Examples of native advertisements are recommended articles in online newspapers and sponsored videos on YouTube. Unless you look closely, you will mistake these ads with regular content.
This ability to blend in simply makes consumers feel like they’re seeing fewer ads. By not risking ad fatigue, as is often the case with traditional display ads, native ads use a softer approach for their target audiences.
How Do You Spot Native Ads?
Native ads fit well with the page’s content, but there are still signs that let users know they’re paid promotions.
These include labels like “Recommended by…,” “Suggested Post,” or “Sponsored,” often seen in small text or icons. You might also notice the logo of a native ad platform, such as Outbrain, indicating the ad’s source.
Native Advertising Channels
- Search: Search engines like Google and Yahoo are ideal spots for native ads because users often show clear intent through their searches. Advertisers then bid on specific keywords, and the ads displayed are tailored to match the context of those searches.
- Social: Platforms like Facebook and Instagram have made in-feed native ad formats widely popular. These platforms analyze user activity, such as posts they create and content they engage with, to deliver ads that align with their interests.
- Open Web: Content discovery platforms like Taboola power personalized content recommendations and in-feed native ads across popular publisher websites.
Benefits Of Native Ads
Native ads provide several advantages that traditional ads simply can’t. Let’s explore the key benefits of using native ads to boost engagement and drive conversions.
1. Higher User Retention
Traditional ads usually lead to ad fatigue as they are repetitive and stand out too much. In contrast, native ads feel more natural and non-intrusive.
By presenting sponsored content in a way that feels like regular editorial content, native ads keep the audience interested without being too pushy.
As a result, people spend 53% more time looking at native ads than display ads. Native ads can even achieve retention rates up to three times higher than other ad formats.
2. Higher CTR
Native ads have 8.8 times higher click-through rates (CTR) than traditional display ads. This impressive performance comes from their ability to match the content and context of the platform they appear on. Instead of interrupting the user journey, native ads integrate naturally to enhance it.
To achieve high CTRs, you should create valuable content that will enhance users’ experience. Whether the goal is building an audience or driving specific actions, compelling content that seamlessly fits into the user’s journey is crucial.
3. Higher Conversions
Native ads are a powerful tool for increasing conversions. They can raise purchase intent by 18% compared to traditional banner ads and improve brand affinity by 9%. This means people are more likely to trust and relate to the brand.
By building trust and making the content feel less like a sales pitch, native ads encourage audiences to take action. Their ability to create stronger connections and achieve higher click-through rates leads to better conversion outcomes.
How Do Native Ads Work?
Native ads connect publishers and advertisers through programmatic advertising and real-time bidding (RTB). Here’s how it typically happens:
When someone visits a website, the system sends out a request for ads. This request includes details about visitors’ interests gathered from their browsing behavior. Advertisers respond to this request through ad exchanges which connect websites (publishers) with advertisers.
Using demand-side platforms (DSPs), advertisers bid for the ad space. The website’s supply-side platform (SSP) reviews these bids, selects the highest or most relevant one, and displays the winning ad.
This entire process takes only milliseconds, ensuring the visitors see native ads that match their interests and fit naturally into the website’s content.
>>> Read more: What Is Interstitial Ads? Comprehensive Guide For Beginners
Types Of Native Ads
To match the surrounding content, native ads come in various forms. Let’s explore the main types of native ads and how they can be used in each type of platform.
1. In-feed or in-content native ads
In-feed or in-content native ads are a popular type of ad in articles and content feeds. They mimic the style and feel of the surrounding content on websites, shopping platforms, or social media.
Businesses use in-feed native ads to promote branded content, drive traffic to another website, or encourage actions like subscribing to a newsletter, signing up for an event, or downloading a resource.
These ads can feature various types of content, including recommendations for articles or products, summaries of downloadable reports or whitepapers, infographics, text-based information, videos, forms for events, or email subscriptions.
2. Content Recommendation Ads
Content recommendation ads, also known as content discovery ads, are a type of native ad often displayed alongside editorial content or paid promotions. These ads can take various forms, such as a single image, a carousel of products, a document, an event promotion, a video, or text.
Typically, recommendation ads appear as widgets or sections at the end of an article. They provide readers with additional articles, videos, or resources that align with their preferences.
3. Branded or Native Content Ads
These native ad formats are often referred to as branded content, sponsored content, or custom content. Branded or native content ads are paid content published in the same format as a full editorial on a publisher’s site.
They aim to educate, entertain, or inform the audience and align harmoniously with the brand’s identity and objectives, making it a subtle and value-driven approach.
The branded content lives among the other stories, videos, or infographics created by the publisher’s content teams.
How Much Do You Have to Pay for Native Ads?
The cost of a native advertising campaign can range from $500 to over $1,000,000, depending on several factors:
| Pricing Models | CPM (cost per thousand impressions): If you choose this model, you must pay for every 1,000 times your ad is shown. For native ads, it is usually between $2 and $10 or more for premium spots. CPC (cost per click): You will pay for each click, often ranging from $0.50 to $5, with higher costs in competitive markets. CPA (cost per action): You have to pay only when a user completes a specific action. This varies widely based on the action and industry. |
| Targeting | The more detailed you target your audience, the higher the cost. It’s like paying more for a tailored experience. |
| Platform and Format | Different platforms and ad types have different price ranges. For example, video ads often cost more than image ads. |
| Creative Quality | High-quality, engaging ads can yield better results and help optimize your budget. |
How to Save On Native Ads Costs?
When you start a campaign, the platform may suggest a minimum cost per click (CPC). At that time, you should set your CPC at least 30% higher than the suggested amount. This helps you test more publishers and find the best-performing traffic sources.
Additionally, to gather meaningful data, your budget should be at least three times your target CPA. For example, if your expected CPA is $90, allocate a budget of $270 or more. This approach ensures you can identify underperforming creatives and scale up successful ones effectively.
How to Set up Native Ads on Pangle?
The Pangle Ads platform uses an efficient system for handling native ads. Here’s a more detailed guide:
Precondition
Before you can set up native ads on Pangle, you need to ensure that you have an app and ad placements ready:
- Create an Application on Pangle: Go to the Pangle platform, navigate to Application and click on Add App.
- Create an Ad Placement: Go to Ad Placements under the Application section and choose Native Ads as the ad format.
1. Create PAGNativeRequest object
A PAGNativeRequest object is essential for managing the ad-loading process.
In your app, create an instance of the PAGNativeRequest object. It’s best to keep this as a member variable in your Activity – the screen in your app where the ad will appear.
This object will then work with the PAGNativeAd class to request and load the ad.
2. Load a Native ad
To load the ad, you’ll use the load() method from the PAGNativeAd class. This method requires:
- Ad Slot ID: The unique identifier for your native ad placement.
- PAGNativeRequest: The request object you’ve created in the first step.
- PAGNativeAdLoadListener: A listener that provides callbacks for when the ad is successfully loaded or if there’s an error during the loading process.
Register the listener to handle the ad-loading results. For example, you can define actions when the ad has loaded successfully, when the loading fails, or when the user interacts with the ad.
3. Design your native ad layout
Before displaying any ads, you need to have the layout ready in your app. This layout should look natural and blend in with your app’s design.
In your app, you need to “inflate” the layout. This means you create a view from your layout file (XML) that contains the necessary elements to show the ad content.
These elements typically include the title, image, description, and CTA.
Once the layout is ready, the next step is to populate the views with the actual ad content. This means filling the predefined fields with the ad’s assets like headline, image, and other media.
4. Register Ad Event Callback
Native ads have various events tied to their lifecycle, such as when an ad is clicked, when the user closes the ad, or when the ad finishes its display.
You need to register event callbacks before displaying an ad to handle these events. These callbacks help you monitor the success of your ad and make improvements for future campaigns.
5. Display The Ad
After the ad is loaded and the layout is populated, it’s time to display the ad to the user.
Make sure the ad is shown in the appropriate place within the app, ideally where it won’t disrupt the user experience.
Depending on the ad format and design, you can show the ad as part of a content feed, within an article, or in any other native format that fits with your app’s flow.
Native Ads Best Practices
To make the most of native ads, you should follow some practices to ensure your ads resonate with the audience. Here are some key strategies to help you create effective native ad campaigns.
1. Be Non-Disruptive
To ensure your native ads do not disrupt users, they should feel like a natural part of the content. For example, if your ad is placed within a blog or article, it should match the platform’s style, color, and tone.
You should avoid using pop-ups or interstitial ads. Instead, place your ads at the end of an article or between social media posts, where they appear as helpful suggestions.
Additionally, using softer calls to action like “Learn More” or “See More” rather than pushy language like “Buy Now” can make the ad feel less aggressive.
Personalizing the ad to the user’s preferences, such as showing travel recommendations based on their past searches, also ensures the ad feels relevant and useful.
2. Plan Your Ad Placement
Planning your native ad placement is crucial to achieving effective results. Choose the right location within the platform, such as in-feed ads on social media or recommended content on websites, to ensure maximum visibility and engagement.
Consider the platform’s targeting capabilities. If you’re advertising a fitness product, you should run ads on TikTok, Instagram, or YouTube. These platforms help you target users based on interests such as health or sports. Platforms with detailed targeting options will help you reach the right audience more effectively.
Also, keep ad frequency in mind. Too many ads in the same spot can cause user fatigue.
3. Keep It Short
The key to effective native ads is keeping them short and engaging. For video ads, platforms like TikTok recommend keeping the content between 21 and 34 seconds, with the brand name mentioned within the first three seconds.
Pinterest suggests even shorter ads, between 6 to 15 seconds, to capture attention and maintain optimal engagement. The shorter and more focused your ad, the better the chances of keeping your audience engaged.
Native Ads Examples
Looking at native ad examples can make it easier to see how it works and apply to your business. Here are a few that show how well native ads can drive success.
1. The Washington Post and Mercedes
Mercedes created an engaging quiz titled “The Rise of the Superhuman” on The Washington Post’s website. This sponsored content was integrated smoothly into the publication’s editorial style and offered content that feels like a normal weekly quiz section of the newspaper.
By partnering with The Washington Post, Mercedes reached a broader audience and showcased itself as a brand that offers more than just traditional car ads.
2. The Telegraph and Ikea
Ikea’s A-Z puzzle which aimed to advertise its bed furniture worked well in the Telegraph because it provided sleeping advice instead of just promoting products. Rather than just showcasing products, Ikea’s ads highlighted its expertise, further strengthening customer trust.
This approach helped Ikea build trust with its customers. By offering practical solutions to common sleep issues, the brand positioned itself as an authority in the sleep and lifestyle space, not just a retailer.
3. Netflix and Spotify
In 2022, Spotify collaborated with Netflix to make use of Stranger Things’ popularity and its viral soundtrack.
They created the “Upside Down Playlist,” an interactive way for fans to connect with the show. This not only deepened the relationship with existing users but also drew in new ones.
For Spotify, it was a great opportunity to track user listening habits and boost engagement rather than implementing traditional ads that disrupt user experience.
Wrap Up
Native ads offer an effective way to engage your audience without overwhelming them. By blending in naturally with content, native ads build trust, drive action, and deliver better results than traditional ads.
Whether you’re looking to boost conversions or improve brand affinity, native ads can make a real difference. If you haven’t explored their potential yet, now is the perfect time to start!
