Native advertising can be defined as “advertising in a known (natural) environment”. It is a form of advertising in online and print media where advertisements can hardly be distinguished from actual editorial contributions. In this way, you gain the reader’s attention without being perceived as annoying. In the best case, users will not even notice that they are Native Ads but will consider that the advertising texts are regular content.
What is native advertising?
The term means nothing more than natural advertising and refers to a consistent way of inserting advertisements: advertisements have to be placed in a natural environment which in most cases consists of text, which means that the content of the advertisement should be adapted to this context, which is why it is often referred to as context-sensitive advertising. For this, the two most relevant criteria are both the design of the platform and the expected reaction of the user, so that the ad adapts optimally to the former and targets the latter appropriately.
What makes this format so special is the conscious symbiosis between the normal page content and the ads. The transition between the advertising and the original content of the web page must be smooth and the user experience on the platform must not be modified. Also in this case, as in content marketing, the focus is on the user. The content must meet her needs.
How does Native Advertising work?
Unlike banner advertising, paid ads created as part of a native ad campaign need to be tailored visually and content-wise to the context. While native ads are automatically played by an ad server (just like normal ads), the effort required for a well-performing native advertising campaign is considerably higher compared to a display ad campaign. Not only the creation of the content but also its distribution and optimization is much more laborious than for a simple ad.
The basis of native advertising: content
Native advertising doesn’t work without engaging and informative content, so it’s an important task for publicists to create or coordinate content creation. As with a content strategy, the content must be adapted to the target audience in question, having a wide variety of formats available for this. If image galleries, videos, music, guidance texts or tutorials are used, these will be determined by the website on which you want to place the content. It is always important to offer the reader creative content with added value. It is not so much the firm or the company that is in the foreground, but the added value for the reader.
Finding the right platform(s) for your content
The next step is to publish the content on the appropriate platforms. Today there are many providers that place their clients’ content on all relevant channels via so-called native ad servers. These providers have special ad networks for native marketing and through them, they provide publicists with appropriate web pages for such content. The servers take care of the automated dissemination and scaling of the posts. Many systems even adjust native headlines and teasers to the landing page and its audience automatically. In addition to adapting them to the design, native ads or native ads must fit perfectly with the overall vision of the page. There is talk of mimicking the “look and feel” of the partner site and inserting native ads in a way that they fit visually.
Optimize native ad campaigns
As with other types of ad campaigns, running your ad isn’t the end of the road: the next step is to optimize your ad. Depending on the provider, the ad server allows you to use a wide variety of analysis functions and methods to ensure the level of quality. The key to optimizing campaigns and making the most of your budget is to monitor and evaluate each campaign and ad, taking into account content, titles, and previews. Carrying out A/B tests, creating heat maps, and many other options, it is possible to carry out exhaustive monitoring of the contents and extract very valuable information from the recorded performance.
The advantages of native advertising
Although native advertising is associated with a relatively high cost, it has crucial advantages compared to classic web advertising, which justifies a greater investment. Among its advantages we can highlight the following:
- Native ads adapt perfectly to the user’s reading habits.
- Advertising can be optimally directed at the target audience.
- You reach potential customers at the right time and in the right place.
- They are useful to the reader in terms of content.
- Subtle and discreet form of advertising.
- Particularly effective on mobile devices.
Thanks to the natural integration of advertising, with native advertising the probability that the user sees the advertising is high, as well as that they click and perceive it from a positive perspective. In this way, native advertising is clearly distinguished from classic advertising formats, such as banners or pop-ups, which can not only be annoying to users but sometimes even go unnoticed. However, native ads, in addition to promising a higher click-through rate, often also have a positive effect on the image and acceptance of the firm or company. Another advantage is that, due to their informative and entertaining nature, consumers share them with friends, acquaintances, or followers of social networks.
Check MediaFem To Monetize With Native Ads
MediaFem is a full-featured online advertising platform. Combining cutting-edge technology and 12 years of industry experience, in order to provide you with a powerful and easy-to-use system to help your site grow and succeed.
By offering relevant content and adopting the most efficient methods than other ad networks, you can generate striking ads that will boost your traffic.
For displaying ads with MediaFem, publishers receive 70% of the revenue recognized by MediaFem in connection with the service. Also support standard methods of payment to pay out publishers as Paypal.
For additional information, go to FAQMediaFem.com Or read How to make money with MediaFem Ads – Step by Step
Also published on Medium.