In an era of increasing commercial pressure towards consumers, traditional advertising is becoming every day less efficient. As a result, brands are finding new ways to engage with their consumers, using different ad formats and content strategies. Native advertising has emerged in that context as a more efficient form of advertising, allowing digital marketers to better engage with their audiences, and creating new source of revenue for publishers.
“We define Native Advertising as a form of advertising that perfectly integrate with the user experience, both in terms of design (form) and content (function).”
A new form of Advertising ?
Advertorial and infomercials have been used by marketers for almost a century! And already 60 years ago, David Ogilvy knew what most marketers still don’t know today.
“It has been found that the less an ad looks like an ad, and the more it looks like an editorial, the more readers stop, look and read.”
What is new is the the scale of nowadays media and social platforms, as well as the automation provided by ad tech platforms.
Majors social networks have developed long ago fully integrated in-feed ad formats, alongside with buying platform to manage campaigns. By owning the whole ad experience, from top to bottom, these big networks have strong assets for creating the best experience with advertising for their users.
On the other hand, online medias publishers are still dealing with many different types of ad formats, and many different ad tech. This makes it difficult to provide the best experience to their users and gives many opportunities to third party ad tech and native ad networks.
2 Major categories
of Native Ads
The IAB defines 6 core categories in its Native Advertising playbook. If we exclude search listings, promoted products, and custom integrations, two main categories of native advertising stand up :
In-feed ads have perhaps the largest variation in execution, from handcrafted publisher ads redirecting to internal pages, to third party platforms redirecting to external sites. In-feed typically fits in homepages and content feeds, but can also be inserted in the middle of articles. In-feed ads are considered as a more premium type of native ads.
Recommendation widgets initially are publisher tools provided by third party platforms, typically placed on the bottom of articles. Visual integration is not as advanced as in-feed ads, and ads can promote a mix of on-site content, external media content, and advertisers ads. Recommendation widgets normally display 4 to 8 ads in one page, offering a less qualitative environment for brands.
Native Ads Spec
Powerspace gives marketers access to exclusive media supply, totalizing 1billion monthly impressions on more than 200 native ad placements