Why Advertisers Are Going Native
Native ads are those whose style and format mirrors the surrounding content. The ad format has been designed to look at home, or “native”, on the publisher’s platform.
The approach seems to work. According to a research by IPG Lab, consumers look at native ads 53% more often than regular display ads. Native ads that appear in-feed get 25% more views than comparable display ads. Most importantly, native ads produce 18% more purchasing intent and 9% more brand affinity.
According to the same study, consumers spend almost as much time looking at native ads as they do reading the editorial content. In another study by eMarketer, 97% of mobile media buyers rated native advertising as either very effective or somewhat effective at achieving branding goals.
Unsurprisingly, in recent years native advertising has exploded in popularity. Industry analysts have recorded a 35% annual growth rate, and by 2018 the industry is expected to be worth $12 billion.
Indeed, native advertising is now the marketing tool of choice for many of the world’s biggest companies. According to the Harvard Business Review, four out of five consumers find banner ads intrusive and annoying. Advertisers and publishers have realized that going native delivers a better user experience. And all the more so since the rise of the mobile.
The Anatomy of a Native Ad
Two key traits distinguish native ads:
- Location: Native ads appear in the main part of the publisher’s feed, along with the editorial content.
- Design: Native ads are dynamically formatted, which means their fonts, colors, and layouts automatically change to match the publisher’s style.