In digital marketing, brands have several effective ways to promote their products and services, with native advertising, sponsored content, and content marketing being three of the most popular methods. Although these approaches may appear similar, they each serve unique purposes. Some brands prefer subtle, seamless ads that blend into the surrounding content, while others opt for a clear indication that their content is a paid promotion. Understanding these differences is crucial for choosing the right strategy for your brand. Keep reading to learn about native advertising, and unlock some native advertising examples that may inspire you to rethink your current strategy…

Native advertising is a form of paid media where the ad matches the look and feel of the content around it. It has become a key tool in digital marketing, giving brands a way to seamlessly promote their products. Unlike traditional ads, native ads match the form and function of the platform the setting where they appear, blending with surrounding content for a more organic user experience. For example, a native ad on a news website might look like a regular news article, but it is actually an advertisement paid for by a brand.

Native Advertising Examples

Native advertising can take many forms, so here are several native advertising examples that can help us better understand its significance:

• Promoted Posts on Social Media: on platforms like Facebook or Instagram, brands can boost posts to appear in users’ feeds. These posts blend with regular content, making them feel less like traditional ads and more like recommendations.
• In-Feed Ads on Blogs or News Platforms: Many blogs and media websites display ads within their article feeds. These ads mimic the surrounding content, encouraging users to engage with the material as if it’s a part of their regular browsing.
• Recommendation Widgets: Platforms like Outbrain or Taboola show recommended content at the bottom of articles. These ads look like suggested reading but are actually promotional links paid for by advertisers.

Differences between Sponsored Content vs. Native Content

Sponsored content, on the other hand, is content that is created by a brand and shared on a third-party platform. This could include an article or video created by a brand and shared on a news website or blog. Unlike native advertising, sponsored content is clearly labeled as an advertisement. Native ads might not explicitly tell users they’re promotional at first glance, increasing the likelihood of user engagement due to their non-disruptive nature.

Exploring Content Marketing

Content marketing is the creation and distribution of valuable, relevant content to attract and retain a target audience. This type of marketing does not involve paid media. Instead, it focuses on creating high-quality content that is useful to the target audience. For example, a company that sells fitness equipment might create a blog with articles on exercise tips, healthy recipes, and workout routines. The goal of content marketing is to build a relationship with the audience and establish the brand as a trusted authority in its industry.

Comparing Costs: Native vs. Sponsored vs. Content Marketing

The cost of these types of advertising and marketing can vary widely. Both native advertising and sponsored content operate on a cost-per-click (CPC) or cost-per-impression (CPM) model, meaning brands pay each time someone clicks the ad or the ad is viewed. Platform choice, audience size, and targeting can all influence the final cost. Content marketing, on the other hand, relies on organic distribution, and is generally less expensive for that reason. Instead, it focuses on creating valuable content that attracts and retains an audience over time.

Why is this Relevant to Advertisers and CMOs?

For advertisers and chief marketing officers, understanding the differences between these three types of marketing is important for developing an effective marketing strategy. Each approach has its own strengths and weaknesses, and choosing the right one will depend on the brand’s goals and target audience. Native advertising can be effective for driving immediate clicks and conversions, while sponsored content can help to build brand awareness and credibility. Content marketing is a longer-term approach that can help to establish a brand as a thought leader in its industry.

Ultimately, the key to success in any of these approaches is to create high-quality, valuable content that resonates with the target audience. Whether it’s through native advertising, sponsored content, or content marketing, brands that provide value to their audience are more likely to build lasting relationships and achieve long-term success.

Native Video Advertising vs. Native Display Advertising

Native video advertising and native display advertising are two distinct forms of native advertising. Native video advertising involves creating branded videos that are designed to be shared on social media platforms or other digital channels. Native display advertising, on the other hand, involves creating ads that match the look and feel of the website or platform where they are displayed.

Top Native Ad Networks and Platforms

There are several native advertising platforms and companies available for advertisers and chief marketing officers, each with its own unique strengths and inventory. Some of the top native advertising platforms include Outbrain, Taboola, Sharethrough, and TripleLift.

Outbrain and Taboola are two of the largest native advertising platforms, and both offer access to large audiences through partnerships with major media companies. Sharethrough is a self-serve platform that specializes in in-feed native ads, while TripleLift focuses on delivering native ads that blend in seamlessly with the design of a website or app.

In terms of inventory, native advertising platforms typically offer access to a variety of content categories, including news, entertainment, and lifestyle. Some platforms may specialize in certain types of content, such as business or finance, while others may offer a broader range of categories.

Overall, native advertising is an effective way for brands to reach target audiences and engage with them in a more subtle and engaging way than traditional display advertising. By selecting the right platform and creating high-quality, relevant content, advertisers can build strong relationships with their audiences and drive meaningful results.