What is native advertising & why does it matter for your brand

As I was reviewing PRNEWS.IO’s reports for 2024, one thing became clear—native advertising is really becoming a key marketing strategy. Unlike traditional ads, native ads blend in with the platform’s content, matching its tone, style, and layout. This makes them feel less pushy and more engaging for people.

For example, I found that in 2024, over 30,000 native ad articles were published through PRNEWS.IO alone, across more than 10,000 platforms. This marked a 30% increase from the previous year. And considering the broader industry, the numbers are even higher, which shows just how effective native ads are. They seamlessly fit into the content people are already engaging with, allowing brands to connect with their audiences in a more natural and non-intrusive way.

What is native advertising?

Native advertising refers to a form of paid media where the ad experience follows the natural form and function of the user experience. These ads mimic the design and behavior of the platform they appear on, such as news websites, blogs, or social media feeds. For instance, an article promoting a product might appear alongside editorial content, giving it the look and feel of genuine news or information.

Native advertising is a powerful strategy for businesses seeking to engage cold audiences. However, success in this domain requires a nuanced understanding of audience psychology, strategic messaging, and the right frameworks.

Cold traffic refers to audiences unfamiliar with your brand or product. These users are not actively seeking solutions, making it crucial to intrigue and nurture them gradually.
Key challenges include:

Lack of immediate intent: Users are not in a purchasing mindset.
High bounce rates: Without the right hook, users may disengage quickly.

The three main types of native advertisements are:

Click-to-watch ads with embedded CTAs are the best choice for companies aiming to tell compelling stories and drive conversion.
Native carousel ads are commonly used by eCommerce companies that want to showcase collections of their products.
Mobile app install ads are the popular choice for app developers looking forward to encouraging a wider range of users to click and install apps.

How does native advertising work?

Native ads are intended to help businesses engage with audiences likely to be interested in their offers by displaying high-quality and engaging content on relevant social media platforms. A well-designed and professionally written native advertisement should motivate a user to buy a product, order a service, download media content, etc.

As a rule, the creation and implementation of native ads work this way:

Working on the creation of quality content that should appeal to the target audience
Publishing content on relevant websites or social media
Launching native ad campaigns
Letting customers check out native and take the required actions

In simple words, the performance of native ads is based on the following principle—engaging the target audience to click on the content they find appealing.

The “Problem, Agitate, Solution” framework

This three-step approach effectively converts cold traffic by addressing their pain points and gradually guiding them to action.

Problem: Begin by identifying a relatable issue. For example, highlight a common health or financial concern.
Agitate: Amplify the problem to create urgency. This step keeps the audience engaged and eager to explore solutions.
Solution: Introduce your product or service as the definitive answer, offering incentives like discounts or bundles to encourage action.

This approach in native advertising offers several benefits. For example, it captures audience attention. Introducing a relatable problem hooks the audience, making them curious to learn more. This framework builds emotional engagement. Agitating the problem creates a sense of urgency, encouraging audiences to seek solutions. Presenting your product as the solution establishes a clear path to action, increasing the likelihood of conversion.

This structured framework is particularly effective for cold traffic, as it gradually warms up audiences unfamiliar with the brand, helping to build trust and interest organically.

Top 3 creative strategies for native advertising

1. Use Lifestyle Images

Lifestyle images are crucial for creating relatable and engaging ads. Avoid including logos or text within the visuals as these elements can distract viewers and make the ad appear cluttered. Instead, focus on showcasing products or services in everyday scenarios. For instance, an ad for athletic apparel might feature individuals exercising or enjoying outdoor activities.

2. Avoid Image Clutter

Clean visuals with a single focus point perform better in native advertising. A clutter-free design makes it easier for viewers to process the message quickly. For example, an ad for a car should emphasize the vehicle as the main element, ensuring the image is visually appealing and straightforward.

3. Craft Attention-Grabbing Titles

Titles play a pivotal role in attracting the right audience. Consider incorporating your target demographic or product name directly into the title. Using numbered lists, such as “5 Steps to Improve Your Fitness Routine,” can further enhance click-through rates by providing a clear and structured value proposition.

Benefits of Native Advertising

Improved Engagement
Native ads receive higher engagement rates compared to traditional banners as they are perceived as less disruptive.

Better Ad Relevance
By mirroring the platform’s tone, native ads are more likely to align with user interests, making them feel relevant.

Trust and Credibility
Since native ads appear alongside trusted content, they can inherit the platform’s credibility. One of the biggest advantages of native ads is their stability compared to platforms like Facebook and YouTube, where account bans can disrupt campaigns. Unlike social platforms, native ads allow us to scale gradually, providing consistent traffic and revenue over time.

Higher Click-Through Rates (CTR)
The seamless integration into the platform results in better visibility and click-through rates. With native ads, we educate the customer through content, building a connection before leading them to the offer.

Native advertising examples

To help you better understand what native advertising is, let’s consider the following native advertising examples implemented on different social and web-based platforms.

In-Feed Social Ads

Social media platforms (Instagram and Facebook, in particular) mainly focus on a feed. Paid ads also appear in the scrolling timeline of posts and content. A well-designed and professionally written copy of a paid ad can easily blend in the flow of regular content without making it an obvious indicator of being a part of a particular brand’s marketing campaign.

Story Filters

It’s a common practice for Instagram and Snapchat users to use story filters. Brands can use story filters that connect users to a brand in an engaging way. People enjoy fun and entertaining content. Whether a story filter is sponsored or not, people will use it if they like it. Some of the most common examples of how story filters can be used in practice include background graphics, interactive quizzes, AR makeup overlays, etc.

TikTok Trends

TikTok is heavily dependent on the use of native advertising. Rather than publishing paid ads with the skip option, making TikTok videos using popular sounds that fit well with your product or service is recommended. When posting native social media ads, it’s also important for brands to keep an eye on the positive or negative feedback they get from people watching such content.

Spotify Playlists

It’s not a must-follow rule to publish native advertising in written content or videos. You can also create Spotify playlists based on your brand’s services, products or themes. Netflix and Shopify’s cooperation is one of the most vivid examples of how Spotify playlists can be used. Netflix created a Stranger Things playlist to promote the eponymous show.

Native Advertising vs. Traditional Advertising: Key Differences

Aspect	Native Advertising	Traditional Advertising (e.g., Banners)
User Engagement	Higher, as ads blend with the content	Lower, as ads are often disruptive
Relevance	Aligned with platform content and tone	May appear irrelevant to the content around it
Audience Trust	Builds trust by appearing alongside trusted content	Can disrupt user experience, reducing trust
Click-Through Rates (CTR)	Generally higher due to seamless integration	Often lower due to interruption of user flow
Long-Term Effect	More stable over time, less risk of platform bans	Susceptible to platform policy changes or bans

Bottom Line

Here we go. Native advertising can benefit businesses and companies related to different industries and offer various products or services. Native ads let you achieve a better performance for your company’s promotional campaign. Sometimes, people may not even guess they are dealing with a native ad. That’s one of the goals of achieving the best results with native ads. Once you learn what native advertising is and check out some of the most effective native advertising examples, you can benefit from using native ads for building awareness, engagement and revenue.

Native advertising bridges the gap between content and commerce, providing a subtle yet effective way to connect with audiences. Its non-intrusive nature, coupled with higher engagement rates, makes it a vital component of modern digital marketing strategies. By leveraging the power of native ads, businesses can reach their target audience in an authentic and impactful manner.

FAQ Native advertising

How does audience behavior in a news environment impact native ad design?

Audience behavior in a news environment significantly impacts the design and effectiveness of native ads:

Passive Mindset: People reading news are primarily focused on consuming information, not on purchasing or investing. Ads need to gently transition them from this mindset to considering a product or service.
Content Relevance: Ads placed in this context must blend seamlessly with the surrounding content, offering value that aligns with the reader’s interests or current emotional state.
Subtle Persuasion: Since direct sales pitches are less effective, leveraging storytelling or providing educational content can subtly guide readers towards engagement and eventual conversion.

Understanding these behaviors allows advertisers to craft ads that resonate without disrupting the audience’s primary intent.

Why is it essential to focus on CPM instead of solely CPC in native advertising?

Focusing on CPM (Cost Per Thousand Impressions) instead of solely CPC (Cost Per Click) is essential in native advertising for several reasons:

Visibility and Reach: CPM measures the exposure of your ad, ensuring it reaches a larger audience, which is crucial for generating awareness among cold traffic.
Audience Engagement: A higher CPM often correlates with better placements on premium platforms, where your ad is more likely to capture attention in a credible environment.
Strategic Funnel Development: While CPC focuses on immediate clicks, CPM ensures your ad is seen by enough people to initiate a gradual conversion process, aligning with the longer sales cycle of cold audiences.

Balancing CPM and CPC helps create a cost-effective yet impactful strategy for native advertising success.