{"id":113723,"date":"2016-07-14T18:50:00","date_gmt":"2016-07-14T23:50:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/what-is-native-advertising-exactly\/"},"modified":"2024-12-21T05:55:22","modified_gmt":"2024-12-21T10:55:22","slug":"what-is-native-advertising-exactly","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/what-is-native-advertising-exactly\/","title":{"rendered":"What is native advertising exactly?"},"content":{"rendered":"

The online ad and marketing world is made up of a baffling blend of jargon and acronyms. From programmatic to real-time bidding (RTB), agile marketing to retargeting, PPC to behavioural targeting, brand journalism to vendor content…it\u2019s impossible to have a conversation about digital marketing without turning to a bit of industry wordplay. But where does \u2018native advertising\u2019 sit within all of this? Although not particularly new, it\u2019s a phrase we\u2019re seeing more and more of, largely because it seems to be working. According to research from\u00a0IPG media lab, native ads are viewed for the same amount of time as editorial content and are much more likely to be shared than banner ads (32% versus 19% of respondents said they would do so). In a nutshell, the phrase \u2018native advertising\u2019 refers to \u201ca method of advertising which seeks to provide content in the context of the user\u2019s experience\u201d (Wikipedia). It\u2019s a form of media which is built into the publisher\u2019s house style so that the ad sits within the flow of editorial content. It\u2019s not meant to trick the readers into thinking it is part of the editorial, and so is often flagged as \u2018promotional\u2019 or \u2018sponsored\u2019 content to prevent this happening; nevertheless it can sometimes be tricky to distinguish between the two. Clicking on a native ad, thinking it\u2019s editorial, is most probably a common occurrence. \"outbrain-logo-large-web\" In more tangible terms, native advertising could be a promoted tweet, a \u2018suggested post\u2019 on Facebook, a \u2018sponsored\u2019 ad on Instagram or a \u2018promoted pin\u2019 on Pinterest. Buzzfeed has built an international business out of native advertising. But regardless, the common characteristic these various options share is that the quality of content should aim to be high, in a way that is fitting to the publisher site and meets a specific audience need. It goes some way to explaining why native advertising seems to have really taken off in 2016. To consider some stats, native advertising is predicted to become a significant driver over mobile ad growth, over the next few years. According to a recent study by Facebook and IHS<\/a>, native in-stream ads will drive 63.2% of all mobile display advertising by 2020, amounting to a total value of $53 billion. Facebook has also recently announced\u00a0that 83% of the ads running on the Audience Network are native, with more than 50% of the\u00a0apps on the network using native advertising units exclusively. The use of native ad units by apps in the network has increased by a multiple of 10 since Q1 2015.<\/p>\n

Ad blocking will push native advertising ahead<\/strong><\/h2>\n
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