Updated
Native advertising is advertising that matches the form and style of the place where it appears. It looks like an article, a post or a recommendation, so it feels less intrusive than a classic banner. It must, however, always be labelled as an ad.
Native advertising formats
- Sponsored content: paid articles on news sites.
- Recommendation widgets below articles, for example from Outbrain or Taboola.
- Sponsored posts on social media.
- In feed ads such as those in Google Discover or Gmail.
Benefits and risks
Native ads often get more attention than display advertising and suit topics that need some explanation. The risks are unclear labelling and sensational content that damages the brand and disappoints readers.
When native advertising makes sense
Mainly for brand awareness, products that need explaining and content marketing that should reach a wider audience. Track reading time and the next steps on your website as well as clicks.
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