Types of Native Ads You Must Know

Escrito por Abacus Marketing el 29 de Agosto del 2017

This is not a first time that we are talking about Native Advertising but know only the basic notion of any advertising phenomenon is not enough to be successful in the world of online marketing. When an advertising technique is geting known and more popular become more complex and appear many forms of it.

We don´t wont to stop on the surface. That´s why we present in this article the most important categories and types of Native Ads you must know to use the most apropriate to your product or brand and reach all goals with your campaigns.

Categories of Native Ads:

To begin, we can classify them into two general categories regarding the media or platforms on which these native contents are published:

            Natives ads closed: online advertising through a website or platform with a specific profile, such as Twitter and Facebook ads or blog posts.

Native Ads in Facebook

      Natives ads open: thanks to certain systems, ads can be advertised on various platforms with the same theme.

Open Native Ads


Typology of native ads

Inside the dual division mentioned above you can find much more different types of this advertising technique:

1. Native ads integrated in the editorial content. This format has several variations:

  • Content created jointly by the advertiser and the editorial team, which integrates with the natural content of the website and links, internally, to another page within the website. In order to analyze their effectiveness, interactions and notoriety are measured.

  • Sponsored links within the editorial content that connect with other pages, such as the own brand advertiser. The statistics to take into account would be CTR and conversions.

     Sponsored links

  • Ad integrated in the content of the page, with the same editorial aspect and that allows the user to interact with it (reading, clicking, playing, etc.). It has the appearance of a "related post" but actually leads to the brand page. As in the first case, their results are calculated by notoriety and interactions.

Native Ads Integrated

2. SEM, or native ads in browsers - the display results that appear when a person performs a search in the browsers of Google, Bing, Yahoo, etc. These ads are placed above or next to the natural positioning results and are composed of the following elements: title, URL and metadascription, that is, a couple of lines summarizing what the user is going to find on the page and that they must appeal To their interest in the product or service offered. As we see, most of these ads are text, although there are exceptions with images depending on the campaign we choose. It is a type of direct and effective advertising in spite of being a very limited network, since it depends on the searches of the users. Only CPC (Cost Per Click) payment model is supported, meaning the advertiser pays for each click that users make on the ad.

Native Ad in browser

3. Recommendation Widgets - similar to embedded ads on a web page but with the difference that they do not have the appearance of editorial content and include a small badge with an out-of-site link of the style "We recommend", "You may also be interested ", etc. Ideally it should include images of the products offered, but it can also contain text, HTML, eCommerce videos ... It is possible to measure your results using metrics such as notoriety and interactions.

Recomendation Widgets

4. Promoted lists: This format is not used in websites that have editorial spaces, but products or services. It merges completely with the browsing experience of the user, so that it is presented in an identical way to the articles offered on the web but linking to the external page of the brand. In this case, the analytics are obtained by direct response.

5. Standard ads integrated with native elements - these ads are positioned outside the editorial area and show particularly relevant content contextualized and linked to the external web of the brand. They have a similar appearance to display advertising campaigns but differ from the rest of the page through a special label. Interactions and notoriety are the metrics by which we can analyze them.

6. Native ads in Social Media: Native advertising facilitates, to a great extent, segmentation and personalization, as well as the visual integration within the timeline of users. It can also be easily optimized for mobile, thus guaranteeing a perfect visualization and user experience. All of them are characteristics that distinguish social networks from the rest of online channels, which makes them perfect for the presentation of native ads. The most widely used formats are blog-sponsored posts or online journals, sponsored tweets, Facebook sponsored posts, and informative videos on YouTube.

Social Media Native Ads

7. Custom-made Native ads: the advertiser and the editorial team design the bespoke ad in a creative way that can not be included in any of the previous sections.

As you can see the typology of Native Advertising is quite developed already so you can surly find the best option to promote your business or product. Don´t stay behind the new marketers trends and use them to ensure effective visibility to your brand.