Native Advertising
Table of Contents
What is Native Advertising?
Native advertising is the broader marketing strategy of distributing paid content in formats that match the look, feel, and function of the media channel where it appears, aiming to provide value while subtly promoting a brand.
Key points
- Scope: Encompasses native ads across social feeds, editorial sites, podcasts, and search results (e.g., Google Discovery ads).
- Objective: Drive awareness and engagement without interruptive ad formats.
- Measurement: Focus on engagement metrics (time‑on‑page, scroll depth) in addition to CTR.
- Creative fit: Headlines, thumbnails, and tone must mirror host‑site conventions.
- Regulation: Subject to disclosure guidelines (FTC, ASA, EU Directive).
Real‑world example A global bank ran a native‑advertising series on LinkedIn showcasing SME success stories. The content achieved a 35 % lift in brand favorability compared with their standard sponsored‑content benchmarks.
Pro tips
- Map each native placement to a funnel stage—upper‑funnel storytelling vs. lower‑funnel case study.
- Track post‑click behavior (bounce, scroll) to gauge true relevance.
- Refresh creatives every 4–6 weeks to combat “banner blindness.”
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