In the digital age, advertising methods are changing rapidly. Due to which it has become more difficult than before to attract the attention of consumers. Traditional advertising such as banners, TV commercials, and posters are no longer as effective as they used to be as people have become victims of ad fatigue, which is forcing brands to find more creative alternatives. In such a situation, Native Advertising has come to the fore. It has emerged as an effective solution. Which not only attracts people’s attention but also provides them all the information.
In this article, we will discuss in detail what are Native Ads, what are its principles, what is its purpose, what are its types, what are its advantages, what are its disadvantages and what are its features.
What is Native Ads
Native Ads: This is an ad format that is integrated into the content of a platform in such a way that it appears to be a natural part of that content. Due to which people feel that they are not getting advertisements but useful information. The basic principle of native advertising is: “Presenting the message without interrupting it”. The primary purpose of native advertising is to ensure that people do not think they are seeing an ad when they read or view an ad. It adopts the design, layout, and language of a platform’s content, making it feel natural.
For example
Visibility of “Sponsored Posts” while scrolling reels on social media.
Video Platform: “Sponsored Videos” on YouTube.
News Website: When you are reading an article on a news website and in the middle you see a link or an article that looks similar to other content on that website, but it is sponsored by a brand.
Types and Examples of Native Advertising
There are many types of native ads. Some types and examples of which are given below
1 In Feed Product Listing
In feed product listing is a type of process that is shown in the content feed of an app or a website, often done on e-commerce platforms, in which a person, company or business lists their in feed products. are listed organically on a marketplace or platform, which includes elements such as product images, descriptions, prices, descriptions, and user reviews. People can engage with these listings as easily as they do with products, with options to buy, add to cart, like or add to wishlist, whether on agricultural marketplaces or any other trading platform.
Example: “Sponsored Posts” on Instagram, Facebook, and LinkedIn.
types
Agriculture based feed products
commercial feed products
digital product listing
2 Content recommendations widget
It is a (small software component), and a digital marketing tool used to suggest relevant content (like articles, videos, products, etc.) to users based on their interests, behavior, and needs. This widget uses Artificial Intelligence (AI) or Machine Learning (ML) algorithms to help people find the right content as per their needs. These appear as links. These are mostly found at the end of articles. It is used on mobile applications, websites, blogs and e-commerce platforms to improve people’s experience and increase content consumption.
Example Blogs and news websites: Suggested articles for you
E Commerce Website: Recommended for you
Search Ads
Search Ads: This is an effective method of digital advertising. In which search ads are sponsored advertisements on the search engine results page (SERP), which appear on the keywords searched by people. These ads mostly appear at the top, bottom, or sidebar of search results. They are designed to stand out from organic search and are intended to help people market their business services or products to the right audience at the right time. When people are already searching for information related to their services/products. This is why people get direct feedback for their business.
Example _____
Promoted list
Promoted list is a type of digital advertising. It contains such products and services which we can display at a high position on any online platform, marketplace or search engine. These listings appear alongside other products in a manner that appears to be part of those products, but with a “sponsored” or “promoted” tag attached to them. In this strategy, brands help their products and services reach people faster.
Example
E-commerce website: amazon or Flipkart pr “sponsored tagged products
Job Portals: Promoted job posting on Naukri or Linkedin.
In Game
In-game ads are also called opt-in video ads. These advertisements are integrated so well into the natural environment of the game that they appear to be part of the game, and players have the option of watching them in return for in-game rewards like currency, tokens, or experience points.
It is an effective digital strategy that gives an opportunity to promote your brands’ services and products in the game industry. Their purpose is to expose people to your brands while playing games, but without interrupting their gaming experience.
Example
1 Appears at the side of the track in racing games. Bill boards.
2 Brand logo on players’ jerseys in sports games.
Advantages of Native Ads
1 Do not hinder user experience
Native ads blend into the game’s design in such a way that they appear to be part of the game, but without disrupting the player’s gaming experience.
2 Increases the realism of the game
Using real brands and their services and products in the game environment makes the game more realistic, making it feel like it is part of the real world.
3 Player reaction improvements
Native ads are directly related to the player’s experience, making them engage with the ad.
4 Compatible with any style
Native ads can be easily incorporated into a variety of games like adventure, racing, and sports.
5 Positive attitude towards the brand
When an advertisement becomes part of a game, players do not see it as promotion but as part of the game experience.
6 Natural experience for players
Viewing native ads feels like a natural part of the game, so players don’t have to ignore or turn off ads.
7 Better visualization of the brain
Native ads keep viewing for longer periods of time and keep appearing repeatedly while playing games.
8 long term effects
Native ads can be permanently incorporated into the game (like a permanent billboard), their impact can grow over time, so that the brand’s message stays in the minds of the audience for a longer period of time
Disadvantages of Native Ads
1 Difficulty in identification
Native ads are designed to look so much like they are part of the game or content that people don’t recognize them as ads.
2 Too much advertising spoils the experience
If too many native ads are shown in the game, it can spoil the player’s experience and may cause the player to leave the game.
3 High cost of design and integration
Native advertising has to be designed or integrated in a way that makes it feel like a natural part of the game. This makes the process very difficult for smaller brands and developers.
4 Loss of user trust
If the user believes that the ad has been placed without their consent, it will be perceived as a betrayal, which can result in a negative brand perception.
5 Difficult to measure ROI
The direct impact of native advertising is difficult to measure, making it difficult for brands to understand how many sales the ad has driven.
6 Disturbing the balance of the game
If native advertising is implemented incorrectly, it can unbalance gameplay, which can negatively impact game quality.
7 Only effective in specific styles
Native advertising is only used in some games, such as sports and racing games, and is difficult to use in other games (such as puzzle games or fighting games).
8 limited effects
The purpose of native advertising is not to interrupt the user’s experience, allowing users to easily enjoy the game, but it can dilute the brand message.
Features of Native Ads
A sense of authenticity: The ad appears to be part of the content you’re already watching or reading.
Increase brand trust: This advertisement effectively presents the brand story and provides useful and relevant content to the people due to which the brand wins the trust of the people.
Adapting to the digital age: Native advertising works effectively on digital platforms such as news websites, social media, and e-commerce websites.
User-friendly experience: It does not hinder your experience, but enhances it.
Matches the content: The ad is designed to blend with the platform’s existing content in a way that doesn’t appear unnatural to people.