People next to the Golden Gate Bridge

Native Advertising

Native advertising is a form of paid media (i.e. images, videos, articles) where the ad experience follows the natural form and function of the user experience in which it is placed. A common example is native advertising in magazines: brands pay for editorial-quality content that has value for the consumer while also promoting a product or service.

The largest social platforms in the world monetize with Native Advertising in the form of in-feed ads. These are used by Facebook, Twitter, Instagram, and Tumblr. You may have noticed when scrolling through your Facebook timeline, that a large amount of the posts you see have the small tage “sponsored” on the upper left. This is Facebook’s approach to Native Advertising.

What are the advantages of Native Advertising?

  • 25% more consumers were measured to look at in-feed, native ad placements more than standard banners.
  • 97% of mobile media buyers report that native ads were very or somewhat effective at achieving branding goals.

Native ads registered 18% higher lift in purchase intent than banner ads.