Common Formats for Native Advertising

Understanding Native Advertising

Native advertising, it's everywhere, right? But what is it, really? It's all about blending in, like a chameleon at a rainbow party.

Native ads are designed to match the form and function of the platform they appear on, so they don't stick out like a sore thumb. The goal is a non-disruptive experience, so users don't feel like they're being bombarded. And, crucially, native ads should be clearly labeled – think of it as honesty, but in advertising.

Essentially, it's advertising that doesn't feel like advertising, well, most of the time.

Key Characteristics of Native Ads

• Seamless Integration: They fit naturally into the surrounding content, whether it's a social media feed, an article, or a website.
• Platform-Specific Design: They adopt the visual style and user experience of the platform they're on.
• User-Centric Value: The primary aim is to provide value to the user, whether that's through information, entertainment, or utility.
• Clear Disclosure: While blending in, they are always clearly marked as paid content, maintaining transparency.

Next up, we'll dive into some specific formats that make native ads tick!

In-Feed Native Ads

So, in-feed native ads – ever notice how seamlessly those sponsored posts slide into your social media feed? It's almost sneaky, but in a good way... usually. They're designed to not jar you out of your scrolling trance, and that's the point.

Here's the deal with these guys:

• They live right in your social media or content feeds, like on Facebook, LinkedIn, or even just nestled in a news article.
• Think mobile-first. Most folks are glued to their phones, so these ads gotta look slick on smaller screens.
• It's all about feeling natural. The goal is to blend in with the surrounding content.

It's kinda interesting how much money is in this space, too. As StackAdapt notes, spending on native ads in the US grew by 12% in 2023. (US Native Ad Spending, 2019-2023 (billions, % change, and % of ...)

This diagram illustrates common formats for native advertising, showing how they integrate into different digital environments.

Now, let's talk about making these ads really pop – it's not just about blending in, but also standing out, ya know? This involves using compelling visuals and attention-grabbing, yet relevant, headlines.

Content Recommendation Widgets

Content recommendation widgets – you know, those "Recommended For You" sections at the bottom of articles? They're native ads, too! It's like, "Hey, you read this, maybe you'll like this, too."

• They usually sit at the bottom of articles or content pages, kinda hanging out like they belong there.
• Their main job is driving traffic to related content. Think of it as a digital nudge towards something else interesting.
• You've probably seen Taboola or Outbrain widgets all over the internet? Revcontent too, those are big players in this space.

Content recommendation widgets help by keeping users engaged with the publisher's site longer, offering them more relevant content they might enjoy. This can lead to increased page views and a better user experience, which in turn can benefit advertisers by exposing them to a more receptive audience.

Branded/Native Content

Branded content, it's not just advertising; it's more like a story being told, but by a brand. And sometimes, with the publisher lending a hand – or, you know, writing the whole darn thing.

• Think of it as paid content that's cozying up with a publisher's style. It’s gotta fit in seamlessly, so it doesn't feel out of place.
• Partnerships are key – it's often cooked up with the publisher, which means they know their audience best.
• Value, value, value! The main goal is to give the audience something good, not just shout about a product.

Done right, it's awesome. Next up, some real-world examples.

Mobile Optimization for Native Advertising

Okay, so you’re whipping up native ads, great! But are they, like, actually working on phones? Because, newsflash, that's where everyone is! If your ads look wonky on mobile, it's basically money down the drain.

Here's what you gotta nail:

• Responsive Design: This is non-negotiable, folks. Make sure them ads adapt, no matter the device. As Native Advertising Institute rightly points out, you don't wanna waste your budget sending folks to a broken experience.

• Image sizes matter: Social media ads need to look sharp, of course. For in-feed ads on Facebook, think 1200 x 628 pixels. For in-feed ads on Twitter, it's 1200 x 675 pixels. Get it wrong, and it looks amateur hour.

• Headline length: keep them short and sweet - 25 to 40 characters for most social media ads, and under 70 characters for platforms like Outbrain.

Think of it like this: a healthcare company might use in-feed ads on Facebook, while a retailer could use content recommendations on a blog. All gotta be mobile-friendly!

Now, let's make sure those ads are actually good and don't fall into common traps.

Avoiding Common Pitfalls

Native advertising can be super effective, but it's easy to mess up. Like, really easy. So, how do you steer clear of the most common face-palm moments?

• Transparency is key: Don't try to trick people. Make sure your ads are clearly labeled as "sponsored" or "promoted." Nobody likes feeling duped, and it'll kill your credibility faster than you can say "clickbait." For example, a healthcare company sharing flu tips should clearly state it's a sponsored article, not just a random health tip.

• Avoid clickbait at all costs: Seriously, those headlines that promise the world but deliver nothing? They're the worst. Instead, create headlines that accurately reflect the content and give users real value. A retailer offering a gift guide should have a headline like "Top 10 Gifts for the Tech Enthusiast" rather than "You Won't Believe What This Gift Is!"

• Value, value, value: Your content needs to be genuinely good. No one wants to waste their time on fluff. Make it informative, entertaining, or useful—preferably all three. A healthcare company could share tips for staying healthy during flu season, while a retailer might offer a guide to choosing the perfect gift. These examples provide tangible value to the reader, aligning with the native ad's purpose.

• Maintain user trust: This is the big one. Once you lose trust, it's tough to get it back. Be honest, be helpful, and always put the user first. This means not only transparent labeling but also ensuring the content itself is high-quality and relevant, avoiding misleading claims or overly promotional language that could alienate users.

Basically, don't be a jerk. Create ads that people actually want to see, and you'll be golden.