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NewsFriday April 16th, 2021

The Definition of Native Advertising

Native Advertising is the use of paid ads that are tailored to the appearance, taste, and function of the media format displayed.

If we frequently surfing through feeds on social media, we may find native ads, which are usually shown as recommended content. Native ads are different from display ads or banner ads for native ads do not even look like ads.

The key to recognizing Native ads is on their appearance that does not feel like an advert, it even tends to blend with the original content, and therefore Native ads do not intrusive for the users.

How do Native ads look?

To bring you a better understanding of native ads, pay attention to the examples of native ads that we attach below:


1. In Feed ads


We usually find native ads on social media, for example, the sponsored content on Facebook just like below:

native ads


2. Search & promoted listings

This is an example of native ads that are located on Google SERP. If you type keywords in Google Search, the top list is usually Native ads. Usually, this type of content is marked with a small written ‘Ad’ next to the URL.

native ads


3. Content Recommendation

When you finish reading to the bottom of an article and you stuck on article recommendations, it often is a native ad. Take a look at the following example.

native ads

Why do native ads look like they’re not ads, and instead look like regular content?

Native ads look like regular content so that users are not aware that they are ‘consuming’ the ad content. Users tend to not be bothered with ad content that looks like regular content because it doesn’t interfere with the layout. It is different from banner content or display ads that are inserted carelessly in articles or article lists.

Characteristics of Native ads

Even though they resemble regular content, there are ways to identify native ads. Here we attach the characteristics of native ads:


1. ‘sponsored’ posts


The image below is an example of native ads on Facebook. Usually, Native ads contents are marked with a written ‘sponsored’ as below. You may also be surprised to see the ads while you find later that you are not even friends with the account. So how do they appear on your feed? 

If you encounter something like this don’t be surprised, sponsored content can indeed appear in a feed of yours even when the account posters are not on your friend list. This because the posters paid some money to Facebook ads and the Facebook ads have the authority to display their post on your feed.


2. Icon 🛈X

If you find banner ads or display ads with the icon 🛈X in the upper right corner, then it is almost certain that it is a paid ad sponsored by Google Ads. Take a look at an example below:

Rectangular ad


3. Suggested post

Native ads can also be a ‘suggested post’ which usually appears as a related article. Take a look at the following example:


4. And many others.


Why are Native ads is a Favorite among Marketers?

  1. According to the survey, users see native ads 53% more than display ads. This means native ads can work well. It can even increase sales by up to 18%. In addition, the visuals of Native ads resemble even a little lighter than the original editorial content.
  2. Native ads are a solution for fatigue or boredom when viewing ad content (ad fatigue). Due to its appearance that resembles editorial content, it does not cause fatigue amongst the viewer. As long as the content of the Native ads is interesting, the Native ads can generate better engagement.
  3. Users may know/recognize that the content they are viewing is an ad, but usually they have no problem with that. Why? Because they feel that the content is not fooling them.

Photo by Samantha Borges on Unsplash

native ads
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