Native Advertising: Now a Necessity

Native Advertising: Now a Necessity

The phrase ‘Native Advertising’ comes up a lot in the advertising industry and still a large number of people are unsure of the full context, what it means or how it sits in the world of digital advertising.

What is Native Advertising?

In its simplest terms, Native advertising is a form of cost per click media, in which the advertising experience matches the natural form and function in which it is positioned. Therefore, it is less disruptive and more engaging at the same time compared to standard advertising units such as double MPU or a Leaderboard. It also appeals to the end user, the same way editorial content does.

The types of Native Advertising

The units appear within the flow of the editorial content or it is linked off-page – both paid content and editorial content relate very much to one another.

Promoted listings:
Fits flawlessly into the whole browsing experience.

Recommendation Widgets:
Widgets that deliver advertising links that are incorporated with the main page based on what you are reading and searching.

Paid Search Units:
Adverts that appear in the search results.

In-Ad with Native Element Units:
delivered through IAB containers, which is placed outside the main editorial and in context is relevant to the content on the page.

Custom/”Can’t be Contained”:
A type of Native Advertising that IAB can’t categorise.’

(Phunware, 2015)

Native Advertising unit:


Why Native Advertising is important to the digital advertising industry?

Recently, a love has grown for Native Advertising by publishers and Brands. The reason is because the click-through-rate tends to be a lot higher compared to a standard advertising unit, therefore publishers get lots more revenue and brands can get their message across. If the Native advertising is done right, the engagement of the audience will go through the roof. Recent research on Native Advertising (Relevance, 2015) has shown that ‘53% of consumers engage more regularly with this type of advertising compared to traditional display advertising. Also, 32% responded that they would share native ads with someone they know.’

These statistics alone show how Native Advertising should be a key part in your advertising strategy.