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
Brands and advertisers love native advertising, mainly because the click-through rates tend to be much higher than typical advertisements and if you do it right, engagement can go through the roof. Sharethrough and IPG recently found that consumers engaged with native ads 53 percent more frequently than traditional display ads. Some 32 percent of their survey respondents also said they would share a native ad with someone they know
Native advertising works. Consumers look at native ads 53% more than display ads. Native ads create an 18% increase in purchase intent, and the visual engagement with native ads is the same, and even slightly higher, than the original editorial content.
Native advertising fights ad fatigue. Ad fatigue is what happens when the audience gets bored with seeing ads. After a while, they simply stop paying attention. Native ads are brand exposure cloaked in editorial content, so they don’t tire out the audience. As long as the content is relevant and interesting, native advertising engages the audience.
Consumers know that native ads are a form of advertising, but they don’t care! In a recent study at Stanford University, researchers found that native advertising fools nobody. Consumers are well aware that they are viewing a form of advertising, however native ads still have a significant effect on purchase behavior.