{"id":2016,"date":"2019-11-26T12:19:05","date_gmt":"2019-11-26T12:19:05","guid":{"rendered":"https:\/\/blog.revcontent.com\/?p=2016"},"modified":"2022-06-14T04:38:22","modified_gmt":"2022-06-14T04:38:22","slug":"ultimate-native-advertising-guide-for-2020","status":"publish","type":"post","link":"\/blog\/ultimate-native-advertising-guide-for-2020\/","title":{"rendered":"The Ultimate Native Advertising Guide for 2020"},"content":{"rendered":"\n

The Ultimate Native Advertising Guide<\/a> for 2020<\/p>\n\n\n\n

Everything You Need to Know About Native Advertising and\nMaking It Work for You<\/strong><\/h2>\n\n\n\n

As a marketer, you are always looking for the best ways to\nreach your target audience. You want to do more than just serve ads in places\nthat you hope will get traction. You put in the time and effort to understand\nyour demographic and ideal customer in order to create ads that you believe\nwill appeal to them and make them want to know more or buy a product. Yet, you\nfind that when you are using the same old tried and tired tactics, you only\nreceive diminishing returns on your efforts.<\/p>\n\n\n\n

It can be disheartening to see that all of the tactics that\nyou had used in the past no longer have the ability to get customers to click\nand convert. However, those who have been in marketing for any length of time\nknow that you can\u2019t stick to the old methods and hope for success in the modern\nworld. You need to be willing and able to adapt, to learn and employ new and\nbetter methods. The best option that\u2019s available today is called native\nadvertising. This guide will help you to have a better understanding of why\nthey are so important, how they can help, and what you need to do to start\nusing them to great effect.<\/p>\n\n\n\n

The Problem with Regular Ads<\/strong><\/h2>\n\n\n\n

People are bombarded with advertisements throughout most of\ntheir day. They see ads on billboards when they are on their way to work, they\nhear ads on the radio and on television, and they see a near-constant stream of\nads when they are online. Unfortunately, most of these ads feel intrusive, which\nmakes people dislike them from the start. It\u2019s one of the reasons that\nstreaming services like Spotify and Hulu have paid options to remove the ads.<\/p>\n\n\n\n

In addition, many people end up getting to the point where\nthey ignore the ads entirely and no longer notice them. They know the ads are\nthere, but they simply don\u2019t acknowledge them. They essentially become\ninvisible. This is bad news for marketers. Fortunately, native ads can provide\nyou with the power and reach that you need to once again start bringing in more\nand more customers. Many others have already started using the power of native\nadvertising in a range of industries. It has been quite prominent in the travel\nand automotive<\/a> fields.<\/p>\n\n\n\n

What Is Native Advertising?<\/strong><\/h2>\n\n\n\n

Native advertising removes the feeling of intrusiveness that\nmost other types of ads cause. This is because they are made to adhere to the\nlook and the style of the location where they appear. They look very similar to\nthe rest of the content on the social media site or webpage and they don\u2019t\nstand out the way that a typical banner ad or sidebar ad might. The entire goal\nof this type of advertising is to be nondisruptive and to look as if it is a\nnative part of the page you are visiting.<\/p>\n\n\n\n

The viewers are more likely to see this as a part of the\nregular content at first glance, so it doesn\u2019t jump out at them to be an\nintrusive ad. People are far more likely to click on one of these native\nads<\/a> than they are a traditional ad.<\/p>\n\n\n\n

However, it would be disingenuous to seamlessly blend an ad\ninto regular content. The FTC (discussed later in the guide) and other\nregulatory bodies want to make sure that people are not duped into believing\nthat something is content from a site when it is instead a paid ad. Therefore,\neven though they have a native appearance, there will still be ways for people\nto distinguish that they are an advertisement. The manner in which this is done\nwill differ based on where you are running the ads.<\/p>\n\n\n\n

\"native<\/figure><\/div>\n\n\n\n

(Credit: <\/em>https:\/\/www.businessinsider.com\/the-native-ad-report-forecasts-2016-5<\/em><\/a>)<\/em><\/p>\n\n\n\n

For example, on social media, you will see that the ads actually appear right in the feed of places like Twitter and Facebook. They are often denoted as sponsored posts, so people will be able to understand that they are advertisements. Native ads that are running in Google will appear in search and promoted listings on Google search results, or the search results of other sites. Content recommendations could appear on webpages below an article that was just read, or they might appear as a featured video on a platform like YouTube. Words such as sponsored, suggested, or promoted will typically accompany these types of advertisements to denote them as such.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Native ads are a powerful option that all online marketers\nshould start using as soon as possible. Despite the fact that they are ads,\nthey feel more natural and people are more open to them. Business\nInsider<\/a> believes that by 2020, native ads will drive 74% of all ad revenue.\nOne of the reasons for the increase in these types of ads, other than the fact\nthat they work so well, is the importance of social media in our lives. Social\nmedia is ever-present, and popular sites like Twitter and Facebook have made it\neasy to integrate these native ads into their platforms.<\/p>\n\n\n\n

Why Are More Marketers Starting to Use Native\nAdvertising?<\/strong><\/h2>\n\n\n\n

Native ads are becoming one of the best tools for marketers\nbecause people are more likely to look at and engage with these ads. They can\nimprove the purchase intent and they have better visual engagement than other\ntypes of ads. This is because these types of ads do not have the problem of ad\nfatigue. As mentioned, many people have trained themselves to simply ignore\nads. Even if there might be products, services, or content that would interest\nthem, if it looks like an ad, they will automatically ignore it.<\/p>\n\n\n\n

By using native ads that more closely mimic the other\ncontent on the site, they are more likely to look at it and more likely to\nclick. You just need to make sure that the content where it appears is\ninteresting and engaging, and that your ads will be able to deliver on the\npromise that you make.<\/p>\n\n\n\n

Even though people clearly know they are looking at\nadvertising, because of the nature of the advertising and the content that it\ncan offer, they don\u2019t mind. This helps to drive more clicks and more sales for\nthe marketer.<\/p>\n\n\n\n

Native Advertising Has Been Around Longer than You Might\nThink<\/strong><\/h2>\n\n\n\n

While many believe native advertising to be a brand new\nconcept that was created only a few years ago, it has actually been around for\na very long time. There were ads in early newspapers from the first part of the\n1900s and onward that would use similar strategies to what is being used today.\nIt has also been a part of radio, film, and television in various capacities\nover the years. It was only natural that it would eventually come to the\nInternet. <\/p>\n\n\n\n

Social networks, sites like Buzzfeed, and powerhouses like\nGoogle have embraced the native ad, and marketers are following suit. Facebook\nand Twitter are native ad platforms that have done extremely well for marketers.\nIf you want to keep up with the competition, it is something that you will have\nto do, as well. Fortunately, unraveling the native ad and making it a part of\nyour game plan is not as difficult as some people might make it out to be. It\nis important to understand the various types of ads that can show up, along\nwith some basic elements of their structure.<\/p>\n\n\n\n

What Is the Basic Structure of a Native Ad?<\/strong><\/h2>\n\n\n\n

You will find that native ads tend to have similar elements\nto other types of ads. They will have a headline that serves to get the\nattention of the viewer, as well as ad copy, and often an image. There is also\na call to action. The copy will describe what the viewer can expect when they\nclick on the link to a different site. The difference is that these ads blend\ninto the site where they are listed, so they appear similar to the content of\nthe page. However, there are many different types and styles of native ads\ndepending on the types of sites where they will be located and the goals of the\nmarketers.<\/p>\n\n\n\n

Examples of Native Advertising<\/strong><\/h2>\n\n\n\n

There are many different ways to create and use native ads\ntoday, which is good news for marketers. This means that there should be ways\nto reach and appeal to just about every type of customer out there. To get a\nbetter idea of native ads of various types and to learn how they work, let\u2019s\nlook at a few examples. These are not the only types of native advertising that\nare available, but they are ones that are most commonly used by businesses.\nThese tend to be very effective and using one or several of these might be\nright for your business.<\/p>\n\n\n\n

\"social<\/figure><\/div>\n\n\n\n

(Credit: https:\/\/www.businessinsider.com\/social-media-ad-budgets-shifting-to-native-in-stream-advertising-2014-4<\/a>)<\/p>\n\n\n\n

Sponsored Posts on Social Media<\/em><\/h4>\n\n\n\n

One of the most common types of native ads that are used and\nseen on the web today are promoted posts on social media. As we touched on\nabove, you have probably seen these on Twitter and Facebook. They also happen\nto be very popular on Instagram. People use these ads to promote their own\nbrand, but they create ads that work well not only with the platform but also\nwith certain types of viewers. Later, we will be talking about the power and\nbenefits of programmatic native advertising, which can better target customers.<\/p>\n\n\n\n

In-Feed Units<\/em><\/h4>\n\n\n\n

These types of native ads are content that will appear in\nthe newsfeed of other content or as a part of a list of other content. There\nare three different types of in-feed units used. There is one that is a part of\na publisher\u2019s normal content. These ads are actually in a story format, and\nthey will appear on a page of the publisher\u2019s website. They may have been\nwritten by the ad creator or they may have been written in conjunction with the\npublisher\u2019s site. This type of ad content matches the publisher\u2019s site and\nmirrors the other type of content that is on the site.<\/p>\n\n\n\n

There is another similar option with these types of native\nads. They will appear in the content well of the publisher, but the ads\nthemselves are not on the site. Instead, they are links that will then take the\nreader to your brand\u2019s landing page or editorial content.<\/p>\n\n\n\n

The third version of this in-feed ad is a story format\ndisplayed in the publisher\u2019s content well. They can consume the content without\nleaving the page. The content might be something to read, a video to watch, or\na game that they can play.<\/p>\n\n\n\n

Native Search Ads<\/em><\/h4>\n\n\n\n

While most people are familiar with search ads, native\nsearch ads are a bit different. They will have their content presented in a way\nthat looks similar to the organic search results rather than the paid search\nresults. These will show up in-stream and they match the page function where\nthey show up. They tend to be narrowly targeted and will typically attempt to\ncreate a direct response, such as requesting someone to download something or\nto request a sale.<\/p>\n\n\n\n

In-Ad Native Ads<\/em><\/h4>\n\n\n\n

These types of ads appear within IAB (International\nAdvertising Bureau) containers, meaning the ads conform to the IAB standards.\nThey are not within the editorial or content well, as is the case with other\ntypes of native ads described above. Even though they are not a part of the\ntypical stream, they are still relevant to the content on the page where they\nappear. They also match the page\u2019s context and have a guaranteed placement. The\nmarketer might have a link that would take the user to the marketer\u2019s site,\nwhich would then have similar content on the site where the ad appeared.<\/p>\n\n\n\n

Promotional Listings<\/em><\/h4>\n\n\n\n

Promotional listings will match the page function and will\nappear in-stream. They will be labeled as being a promotional ad, but they will\nwork well within the rest of the page\u2019s context. They will look very similar to\nthe other types of services or products that are placed on a site.<\/p>\n\n\n\n

Keep in mind that these are only some of the many different\ntypes of native ads that are used today. There are many options and methods of\ncreating ads that work well on the pages where they are located, and that can\nget attention from the people who are visiting and using those sites.<\/p>\n\n\n\n

The Difference Between Content Marketing and Native\nAdvertising<\/strong><\/p>\n\n\n\n

It is very important to realize that there are distinct\ndifferences between content marketing and native advertising, even though you\nmight hear some people using the words interchangeably. Native ads and native\nmarketing are a very specific method of marketing, as you have seen above.<\/p>\n\n\n\n

Content marketing, on the other hand, has a larger scope and\nthe goal is focused on long-term successes rather than the success of an\nadvertisement. Both native ads and content marketing will help to raise brand\nawareness and will target specific groups of people. In fact, they are\ntypically the same groups of people.<\/p>\n\n\n\n

Content marketing is not just a single piece of content, as\nis the case with an ad. Instead, it is a body of content that can include\nblogs, articles, videos, whitepapers, etc. The content that is shared is owned\nby the business and runs on their platforms or on their specific social media\naccounts, YouTube channels, etc. Native ads run on platforms that the company\ndoes not own. They are leveraging the reach of those other platforms with the\nads, ultimately trying to get those people to click a link, visit their site,\nbuy a product, etc. Both of these types of marketing can breed success and both\nwill be used by smart marketers.<\/p>\n\n\n\n

Understanding Programmatic Native Advertising: Taking\nThings to the Next Level<\/strong><\/h2>\n\n\n\n

Thus far, we\u2019ve discussed common strategies for native ads,\nbut there is yet another strategy available. This is known as programmatic\nnative advertising, which allows you to provide targeted<\/em> native ads to specific\nconsumers<\/em>. You can do this in real-time and at scale, which allows you to\noptimize your return on investment because you are able to target real people\nvery quickly.<\/p>\n\n\n\n

It features the same benefits that are had through regular\nnative advertising, but because they are served to the right people at the\nright time, it allows for greater success. This targeted response will\ntypically mean there will be greater engagement with those ads, and this can\nlead to a higher conversion rate.<\/p>\n\n\n\n

What Needs to Go into a Native Ad for It to Be\nSuccessful?<\/strong><\/h2>\n\n\n\n
\"\"<\/figure><\/div>\n\n\n\n

Marketers need to\nmake sure they are putting as much effort into creating native ads as they do\nother types of marketing content if they hope to achieve real success for their\nclients. Before you can even start, you will need to make sure that you have\nads that are going to work.<\/p>\n\n\n\n

(Credit: https:\/\/trends.e-strategyblog.com\/2013\/06\/06\/consumer-awareness-of-native-advertising\/11738<\/a>)<\/p>\n\n\n\n

You will want to start with the titles. The title of the\nnative ad needs to attract attention right away. Having a clear message that\npeople can understand easily is important. You may also want to choose an\naction phrase that will make people more likely to view the ad and think about\nclicking it. Additionally, you want the titles to be short and catchy.<\/p>\n\n\n\n

Images are also important. While they may not always be\nneeded depending on the native ad platform you are using, they can increase the\nclick-thru rate on the ad. The image should be vibrant and attention-grabbing,\nand it should fit with the title that you have chosen.<\/p>\n\n\n\n

The ad copy should also be clear and give the reader a good\nindicator of exactly what they can expect when they decide to click on the ad.\nOf course, you also need to follow through with that by creating a landing page\nor other page that lives up to those expectations.<\/p>\n\n\n\n

Offering disclosure<\/a> that it is an\nactual advertisement is essential, as well. While many web users today know\nthat \u201csponsored\u201d or \u201cpromoted\u201d content is an add, that is not the case in all\nsituations. As you will see in the section on the FTC below, making it clear\nthat the content is an advertisement is essential. This ensures you stay on the\ngood side of the FTC, as well as consumers. While the number of consumers who\nknow and understand what native ads are has increased, over the years, there\nare still many who do not. Disclosure is essential.<\/p>\n\n\n\n

In addition, once you have ads that you believe will work\nwell, you want to make sure that you are partnering with the right publishers.\nYou want to find those that will be best suited to the audience that you are\ntrying to reach.<\/p>\n\n\n\n

Native Advertising and the FTC<\/strong><\/h2>\n\n\n\n

According to the FTC, any practice that is misrepresenting\nor omitting information that can mislead a consumer is against the law. This is\nwhy it is so important to ensure that the native ads are clearly marked in the\nways mentioned as being advertisements. According to the FTC<\/a>,\nthe most important thing is transparency. The ad should not make people believe\nthat it is anything other than an ad, sponsored or promoted content, etc. If an\nad looks exactly like the other content, there needs to be some sort of\ndisclosure that shows that it is an advertisement.<\/p>\n\n\n\n

The FTC is very serious about these regulations being\nfollowed. Those who are in the business of this type of marketing understand\nthis and have created native ad content that are clearly ads, but still attract\ncustomers.<\/p>\n\n\n\n

Get the Right Help for Your Native Ads<\/strong><\/h2>\n\n\n\n

As you have seen, there are plenty of excellent reasons to start using native ads as a major part of your marketing strategy. Those who want to learn more and who want to have help in getting involved with native ads should speak with the professionals who know, understand, and utilize these ads on a regular basis. It will also ensure that you are creating and using ads that fall in line with the rules by the FTC. The sooner you start to incorporate native ads into your campaigns the sooner you will be able to reap the benefits.<\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

Sign up<\/a> on RevContent to get started, and learn more about native advertising here<\/a>. <\/h3>\n\n\n\n

Through content discovery, RevContent enables publishers and advertisers to engage and grow audiences, develop loyal customers and drive revenue. Sign up<\/a> or <\/em>login to your account. <\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The Ultimate Native Advertising Guide for 2020 Everything You Need to Know About Native Advertising and Making It Work for You As a marketer, you are always looking for the best ways to reach your target audience. You want to do more than just serve ads in places that you hope will get traction. You […]<\/p>\n","protected":false},"author":3,"featured_media":2030,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[312],"tags":[],"acf":[],"yoast_head":"\nThe Ultimate Native Advertising Guide for 2020 | RevContent<\/title>\n<meta name=\"description\" content=\"Native ads are becoming one of the best tools for marketers because people are more likely to look at and engage with these ads. They can improve the purchase intent and they have better visual engagement than other types of ads.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"\/blog\/ultimate-native-advertising-guide-for-2020\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Ultimate Native Advertising Guide for 2020 | RevContent\" \/>\n<meta property=\"og:description\" content=\"Native ads are becoming one of the best tools for marketers because people are more likely to look at and engage with these ads. 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