Things You Need to Know About Native Advertising

14 July 2017

Banner blindness and subsequent ad blocking are two pressing trends that have sent advertisers on the mission to find new ways of reaching the audience. Naturally, they desire to make ads look like they belong to the context they are placed within. And this is where “native” advertising helps.

A native ad is a unit, in which product promotion and content are united. Native ads are defined by their ability to take the form and the function of the user experience they are put within. This means that they look like natural content and behave the same way.

Programmatic native advertising examples- Admixer.blog

Last year, Facebook Audience Network shared the results of the study done by IHS. They made the estimations for the year 2020, saying 75.9% of all digital advertising will be mobile with 63.2% of it being native. The research also stated that the interaction rate for native ads is almost twice as high as by the standard banners.

Share of native advertising - Admixer blog

Data source: MediaRadar

And now we see actual numbers proving the rise of native advertising. A recent report by MediaRadar shows that the volume of native ad buys has increased  by 74% just over a year.

Back in 2015, specialists outlined key challenges on the way to the wide implementation of native advertising:

  • marketers being unfamiliar with them,
  • their simple formats,
  • limitations in technologies,
  • the lack of general pricing and measuring.

However, consumers took the tendency positively. And consumers favouring native ads resulted in advertisers channeling their investments accordingly.

It’s hard to draw one unified definition because there are different ad types that have the characteristics of “native” advertising

IAB offers a classification, where all native ads are divided into 6 categories:

  1. In-feed ad units are located within the general feed and match the surroundings.
  2. Paid search units take top or favorable positions in the list of search results.
  3. Recommendation widgets are external to the content feed and may include suggested or related info.
  4. Promoted listings may be placed on e-commerce websites, among the offered products and services.
  5. In-ad units are placed in IAB containers outside the feed and contain the content, which is relevant to the context.
  6. Custom units that do not fit in any other category.
Native advertising ad format example - Admixer blog

Lenovo in-feed ad on Linkedin

Native advertising is not fresh on the market, but relatively young. Thanks to its advantages, it “came in like a wrecking ball”. Still, most brands and publishers lack the understanding of how to use it or how to get the maximum profit with it. That’s where we will be happy to help you with our tips and guides.

Want to learn more?

    Select
    Demand
    Brand
    Agency
    DSP
    Supply
    Web Publisher
    App Developer
    SSP
    Media House
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    You Might Also Like
    How Life-Extension of 3P Cookies Will Affect the Industry? - Admixer blog

    On 24 June 2021, Google once again grabbed the spotlight to announce that it has delayed a major privacy change to its Chrome browser. Google is postponing a plan to block third-party cookies until late 2023.   The official reasoning behind the decision — is the need to test sustainable alternatives that do not violate user […]

    How the delay in 3p cookies phase out will affect adtech industry? - Admixer blog
    Die Another Day: How Life-Extension of 3P Cookies Will Affect the Industry?

    On 24 June 2021, Google once again grabbed the spotlight to announce that it has delayed a major privacy change to its Chrome browser. Google is postponing a plan to block third-party cookies until late 2023.   The official reasoning behind the decision — is the need to test sustainable alternatives that do not violate user […]

    Read more
    Device fingerprinting - Admixer Blog

    Device fingerprinting, or you may have heard of it as web fingerprinting, mobile device fingerprinting, browser fingerprinting, or machine fingerprinting, has a concept similar to collecting human fingerprints by a detective, but not so obvious. With 3rd-party cookies soon becoming obsolete, fingerprinting will be one of the cookie alternatives that will help marketers target users […]

    Device fingerprint - hover image - Admixer Blog
    Device Fingerprinting: Pros and Cons of the Controversial Method

    Device fingerprinting, or you may have heard of it as web fingerprinting, mobile device fingerprinting, browser fingerprinting, or machine fingerprinting, has a concept similar to collecting human fingerprints by a detective, but not so obvious. With 3rd-party cookies soon becoming obsolete, fingerprinting will be one of the cookie alternatives that will help marketers target users […]

    Read more
    Identity Graph - Admixer Blog

    Marketers are facing an identity crisis propelled by cookies turning obsolete and Apple’s ATT coming into force. In light of the fading addressability, the identity graph provides time-honored stability as well as new exciting opportunities.  With the rise of people-oriented marketing, identity graphs have become the foundation of identifying people across channels and devices. They […]

    User Identity Graph - Admixer Blog
    Identity Graph: What Is in It for Marketing?

    Marketers are facing an identity crisis propelled by cookies turning obsolete and Apple’s ATT coming into force. In light of the fading addressability, the identity graph provides time-honored stability as well as new exciting opportunities.  With the rise of people-oriented marketing, identity graphs have become the foundation of identifying people across channels and devices. They […]

    Read more

      Stay updated with Admixer
      Privacy Policy