HOW YOU SHOULD BE LEVERAGING NATIVE ADS IN 2017
Columnist Brad O’Brien of Marketingland.com takes a close look at native advertising, what it means for your brand and how it can drive results at every stage of the marketing funnel. Brad O’Brien on December 8, 2016 at 9:22.
As advertisers plan 2017 media budgets, native advertising needs to be a discussion point. While many interpretations exist, the most agreed-upon definition of native advertising is “a form of paid media in which the ad experience follows the natural form and function of the user experience in which it is placed.”
Essentially, an ad is considered to be native when it looks like it was meant to be there. The form of the ad will match the visual aesthetics of the page or experience in which it is served. A native ad will behave and represent itself to function just like natural content.
Defining what native advertising means to your brand, and the teams and partners needed to be successful, will create a focused effort that goes beyond the buzzword.
There are generally considered to be four primary types of native ad integrations: in-feed native ads, content recommendation widgets, promoted listings and custom content units. I’ll explain the first two in further detail in this article.
For overview purposes, promoted listings include paid search results, marketplace results like Amazon and Etsy, or review-driven sites like Yelp. Custom content units typically involve working directly with publishers to create wholly unique ad experiences on the publisher’s site.
In-feed native ads