What is Native Advertising?
Native advertising is a type of advertising, mostly online, that matches the form and function of the platform upon which it appears. In many cases, it manifests as either an article or video, produced by an advertiser with the specific intent to promote a product, while matching the form and style which would otherwise be seen in the work of the platform’s editorial staff. The word “native” refers to this coherence of the content with the other media that appears on the platform.
Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear.
Native ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don’t really look like ads. They look like part of the editorial flow of the page. The key to native advertising is that it is non-disruptive
– it exposes the reader to advertising content without sticking out like a sore thumb.
“Native advertising” describes any situation where branded messages fit seamlessly within their surrounding environment, engaging audiences rather than disrupting the user experience.
Promoted search results and sponsored social media posts are popular examples of native ads. Both formats provide the same kind of value to users as the organic search results and user-generated social media posts.
Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed
IAB 6 Core Native Ad Formats