Native Ads Guidance

Native Ads Guidance

Owner: Stockdill

Group members: 1


Due to so many media professionals questioning the real meaning behind the buzz word "native advertising", here is my definition:

Native advertising is a paid form of advertising where the adverts sit seamlessly in to the overall design of the host site. Naturally following the user experience in order that they look like involved in the site, rather than having any external element to it.

In short: all native ads are clearly labelled branded messages that look and feel like natural content.

The aforementioned is an extensive definition of native display advertising [linked site].

Some of the largest media companies in the world use native ads to monetize their sites.

In fact it was digital media companies like Facebook, Twitter and LinkedIn that pioneered native formats.

Leading publishers will also be increasingly turning to native models to boost their ad revenues. Many of these leading publishers use native ad platforms and technologies to power their native advertisements.

Native advertising is a broad term - some would say too broad - with many definitions and categorisations. Broadly speaking, you can categorise native advertising into paid search units (Yahoo, Google, Bing), In-Ad IAB standard native element units (which is essentially running a content style ad in a banner placement), content recommendation units. Content recommendation units are those related content units found at the bottom of articles.

Feeds will be the best ways of brands to distribute content since the goal of the feed is to show the proper content to the right people at the right time. Whether it's from a news source halfway throughout the world or promoted content from a brand.