Voluum DSP Glossary Native advertising

Native Advertising explained

Native advertising is a type of advertising where ads try to imitate the surrounding context.

What is native advertising?

The concept of native ads was created following the increasingly poor ad experience coming from more traditional digital ad types such as banners. While banners, pop-ups, pop-unders and similar were very intrusive and were doing their best to interrupt a user’s reading flow, native ads proposed a different approach.

Rather than standing out, native ads try to mimic the context of the web page they are in. For example, if an ad is to be placed on a news portal, native ads would be located in sections titled “You may also like” or similar. This section contains article-like ads that look at first glance like any other editorial piece. Read More.

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What are the benefits of native advertising?

Native advertising offers a more brand-oriented advertising experience that puts the users’ comfort ahead of ad visibility. Native ads offer more credible and informative content in place of shouty graphics and oversized fonts.

Native ads protect both the publisher and the advertiser. Publishers can still offer a pleasant and consistent viewing experience, while at the same time monetizing their ad space. Advertisers on the other hand can be sure that their ads will be seen as non-disruptive and informative, and therefore, will be more effective in conveying their message. Read More.

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How does native advertising work?

The flow usually looks like this: a visitor sees an ad in a non-obstructive context and clicks it, sometimes even without realizing that this was an ad. Then they are directed to an advertorial landing page.

Advertorials imitate editorial pages in structure and looks, however, their goal is to persuade a visitor into taking an offer. Advertorial landing pages are usually lengthy and provide plenty of space to offer an introduction and its benefits to a visitor.

The visitor then clicks an ad and is directed to an offer page.

Which verticals work best with native advertising?

Native advertising is the most suited for offers that require previous warm-up. They work best with verticals such as:

  • Nutrition
  • Finance & Insurance
  • Trading (Crypto & Bitcoin)
  • eCommerce
  • Gaming & Gambling

However, if you understand how native ads work and what their advantages are over other forms of advertising, you can make most ads work.

Why are native ads better than other types of ads?

The main reason why traditional display ads have lost their edge is the phenomenon of banner blindness. This describes the situation where visitors are trained by years of web browsing to ignore even the flashiest banners. They scroll over them, dismiss pop-up windows without reading them, close pop-under tabs without waiting for the page to fully load.

Native ads don’t look much like ads, so they don’t trigger this usual response. They can fly below the radar and still be useful to advertisers.

Native ads can also profit from the context they were put in and use some of the website’s credibility to their advantage. Take a big and respected news page, such as CNN.com. Every native ad put on this website will automatically gain credibility score just because the source page has a lot of it.