Native advertising

Discover How to Reach Your Goals with Native Advertising

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What Is Native Advertising?

Native advertising is the concept of creating ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer feels the ad belongs there.

Promoted search results and sponsored social media posts are popular examples of native ads. Both formats provide the same kind of value to users as the organic search results and user-generated social media posts.

As consumers become more resistant to traditional forms of advertising, Fortune 500 brands and consumer startups alike are allocating bigger budgets towards content marketing and non-disruptive ad formats.

The global market for native ads is expected to reach over $85B in annual revenue by 2020.

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What is Native Advertising
How do native ads work How do native ads work

How do Native Ads Work?

Native ads, a tactic that supports performance marketing, work in terms of supply and demand. On the supply side are publishers, with an audience and reach, looking to monetize their sites. On the demand side are advertisers looking to reach an audience and hit goals around awareness, sales, or lead generation.

Which Ads are Native?

At the very core of native ads is the concept of placing ads in a relevant and unobstructive context where they natively fit. Native advertising is most likely to look just like all other articles and pieces of content around it, and especially in cases where the goal is brand awareness, you may not see some of the common words you’re accustomed to seeing in advertisements (purchase, subscribe, sign up, etc). See native ads in action here.

Native Advertising Channels

Whether its run manually or programmatically, native advertising runs across:

How Native Advertising works in Search

Search

engines like Google pioneered an entirely new form of “native” with their sponsored search results.

How Native Advertising works in Social Media

Social

Social networks like Facebook and Instagram popularized native in-feed and carousel ad formats.

How Native Advertising works in websites

Open Web

Content discovery platforms like Taboola power personalized content recommendations and in-feed native ads across popular publisher websites.

Who Benefits From Native Advertising?

Advertisers

Fortune 500 brands and fledgling startups alike use native ads to reach audiences at highly impactful moments, when people are already consuming content and open to discovering something new. These campaigns can drive goals around high-level brand awareness as well as down-funnel leads and sales.

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Publishers

Publishers have embraced native ads as an indispensable tool in monetizing content across platforms and devices. Opt-in native units encourage valuable user actions without sacrificing the overall UX, driving users to high-value pages such as video, sponsored content, microsites, and more.

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Users

Native ads avoid the disruptive pitfalls of pop-up or pre-roll ads in favor of a more respectful bargain with users, allowing people to discover and engage with branded content they may like on their own terms.

How to Choose the Right Native Advertising Platform?

Choosing the right native advertising platform for your

In order to maximize the return on any given native advertising initiative, many publishers and advertisers team up with technology partners that can help with aspects such as content distribution, audience engagement, cross-platform monetization, and more.

In particular, content discovery platforms like Taboola have skyrocketed in popularity.

They reach billions of users each month and rival the scale of major social networks. These discovery platforms are powered by Facebook-like predictive algorithms that match every online user with the top content items they are most likely to be interested in consuming next.

Check out the list of requirements for choosing the right content discovery platform.

  • Quality of network

    Across what kinds of websites and/or page placements is the platform currently deployed?
  • Tracking

    Does the platform provide transparent access to key performance metrics? (e.g. cost-per-acquisition, pages-per-visit)
  • Scale

    How many users does the platform reach in your target regions?
  • Compatibilty

    How well can the platform integrate with various hardware and software solutions? (e.g. devices, operating systems, CRM software)
  • Targeting

    What kinds of targeting and retargeting capabilities does the platform offer?
  • Service

    Does the partner offer a flexible range of self-service

What Native Units Are Best For You?

Every ad unit performs differently depending on factors such as page placement, audience referral source, and desired post-click behavior. There is no one-size-fits-all solution, but there are some formats that perform well for publishers and advertisers alike.

Native Advertising unit on a publisher’s homepage

Publisher Homepage

Native ads avoid the disruptive pitfalls of pop-up or pre-roll ads in favor of a more respectful bargain with users, allowing people to discover and engage with branded content they may like on their own terms.

Native Advertising unit mid-article

Mid Article

Native ads avoid the disruptive pitfalls of pop-up or pre-roll ads in favor of a more respectful bargain with users, allowing people to discover and engage with branded content they may like on their own terms.

Native Advertising unit below an article

Below Article

Native ads avoid the disruptive pitfalls of pop-up or pre-roll ads in favor of a more respectful bargain with users, allowing people to discover and engage with branded content they may like on their own terms.

Native Advertising Opportunities

Native ads hold a great deal of potential benefits for advertisers, publishers, and users.

Advertisers can reach audiences at highly impactful moments, when users are open to discovering something new.

Publishers are able to monetize their sites without sacrificing a quality user experience.

Users can avoid the disruptive nature of traditional ad formats and engage with the branded content they might like on their own terms.