Ask the Expert: Native Ads
Michael South is a Senior Media Trader at Cybba. He has 4 years of experience in the design and optimization of media strategies. Michael manages display campaigns for a portfolio of enterprise and strategic accounts.
How Native Ads Work
Native ads are a way of advertising content that integrates display advertising with the ‘native’ content on the page. Native ads mimic the look and feel of publisher content, allowing for seamless deployment on publisher sites. Native ads specify the content of the ad instead of how to display the content. The modular components of the native ad are defined by the buyer, then displayed on the site according to a layout defined by the publisher. Because of this flexibility, native ads generally serve on higher quality inventory and perform better for both the publisher and advertiser.
Why Native Ads
A study by Nielsen found that native ads receive double the visual attention of traditional display ads. Users better absorb the content without interruption to their user experience on the site. As a result, they are less likely to experience ad blindness, a phenomenon in web usability in which users unconsciously ignore intrusive banner advertising. The adaptability of native advertising leads to a noticeable increase in mobile performance. Native advertising is easy to implement to a display retargeting campaign. Integration to multiple native ad networks ensures your ad gets in front of the right customer, at the right time, and on high quality inventory.
Benefits of Native Ads
Due to their format and placement, native ads provide high viewability and engagement rates. The in-feed content reaches people organically where they spend their time, including news sites and social media platforms. Since native ads match both the design and editorial style of the site, they are minimally interruptive. They also work well on mobile devices. As a result, native ads are a highly efficient form of advertising that should be considered in an advertiser’s media strategy.