According to a report from AdYouLike, the native ad market is expected to reach $400 billion by 2025. Why? Because there are a range of native advertising advantages that are hard to deny.
Simply put, native advertising is an innovative alternative to traditional advertising, offering a way for brands to reach customers with more intuitive, less disruptive experiences across channels. And marketers are increasingly catching on to the importance of native advertising.
So, what exactly does this ad format have to offer?
Let’s take a look at the most notable native advertising advantages.
What is native advertising?
First, a quick definition. Native advertising is the process of launching ads that blend in with their surrounding content. Aside from a necessary disclaimer like “Sponsored by” or “Paid for by,” native ads can be indistinguishable from their contexts and environments.
So a native ad might be a sponsored post in an Instagram feed, for example, or a paid search result on Google. Brands can also build native ads for email newsletters so they fit naturally into the design template — instead of sticking out like a sore thumb.
Adweek Media, for instance, runs email newsletters of highlighted articles. And they can include sponsored articles from brand partners, like this one from Paramount:
What are the biggest native advertising advantages?
Now let’s dive into the five biggest native advertising advantages for your marketing mix.
1. Deliver a better user experience
Traditional banner ads can take up a great deal of space and disrupt the flow of the user experience. Native ads, on the other hand, allow for more seamless navigation and content consumption, since they blend into their surroundings.
2. Grab people’s attention
Even though native ads can be a bit inconspicuous, they can actually earn more people’s attention since they fit into the natural flow of whatever platform they’re on. So while a banner ad at the top of an article page may be flashy, a native ad nestled into an email newsletter can be more engaging. In fact, AppNexus found that the clickthrough rates (CTRs) for native display ads are 8.8x higher than the CTRs for traditional display ads.
3. Avoid pesky ad blockers
Ad blocking is on the rise as people seek to protect their devices from malware and prevent annoying pop-ups from interrupting their digital experiences. As CNet reported, an estimated 40% of U.S. adults now block ads on their desktops or smartphones.
So, how can brands continue to reach their target audiences across the web? With native advertising. Thankfully, many native ad campaigns are immune to ad blockers since they look like organic content — instead of populating traditional ad slots above the fold, in the middle of a page, or on a sidebar.
4. Build audience trust
Trust is more important than ever as consumers face mounting concerns about misinformation and data privacy breaches. According to Jeeng’s 2022 Digital Advertising Consumer Survey Report, U.S. audiences are having a particularly tough time trusting social networks like Facebook, Instagram, and TikTok.
That’s why brands should invest in email advertising — particularly with native ads — to reach consumers on a time-tested, one-to-one channel. This way, they can build back that trust by delivering real-time, personalized ads that jive with users’ content experiences and match their interests.
5. Increase reach across channels
One of the biggest native advertising advantages is flexibility. Native ads can be customized for use on a range of channels like newsletters, publisher websites, search results pages, and news reader apps. That means brands can use native advertising to broaden their reach across the web and engage audiences where they’re already active — like in their email inbox. This flexibility also gives advertisers more room to innovate creatively, diversify their marketing mixes, and launch multi-channel campaigns.
Brands can work with an ad network like Jeeng, for instance, to programmatically deliver native ads across premium publisher websites and email newsletters — driving performance and revenue with the power of native advertising.
Ready to benefit from these native advertising advantages and launch your own campaigns? Contact Jeeng to get started.