A guide to native advertising

2019-06-26T19:34:07+00:00June 26th, 2019|Native Advertising, Programmatic Advertising|

Native advertising is an adaptable and effective ad form that is a must for any digital advertising strategy. Before we get started breaking down the key components of a native ad, make sure to read our blog on the basics of native advertising if you are in need of a quick refresher. 

First, let’s check out the structure of a native ad: 

Anatomy of an ad:

→ Headline: Grab the attention of readers with an eye-catching headline.

→ Creative: Accompany your ad copy with a powerful image or video related to your advertised product or service. 

→ Copy: Succinctly describe what you have to offer. What sets your product or service apart from others? Why should audiences check out your site?

→ Link to site: Give audiences the opportunity to learn more, sign up, make a purchase, etc. This is your call to action. Make sure this link brings audiences to a relevant page on your site. 

The magic of native advertising is its ability to seamlessly integrate your ad into the style and layout of the publisher’s site. So, while the basic components of a native ad (headline, creative, copy, and link to your site) are present in most digital advertisements, native ads blend these elements into the surrounding content of the publisher’s site. 

For example, let’s say you own a fitness center and your native advertisement is served on a health-related website. Your headline and ad copy might inform audiences about a highly effective exercise, a nutrition tip, or weight loss advice. Since you know that users visited the site for health-related content, your ad should amplify rather than disrupt their experience. 

What makes a native advertisement successful?

Understanding the key elements of a native advertisement is crucial to running a successful campaign, but equally as important is knowing how to craft each of these factors to make them best suited for a native ad. 

Unlike other forms of digital advertisements, an effective native ad should be in some way compatible with the content it is served within. According to a study by Association of National Advertisers (ANA), 96% of respondents said that “creating native ads that were contextually relevant to surrounding editorial content was an important component of native advertising.” Advertisements that provide value or entertainment within appropriate content will not only capture the attention of audiences but also make them much more receptive to your message. 

At the end of the day, native advertisements can be an incredibly effective method of reaching your target audience in a way that makes your brand look both informative and credible. Make sure to craft each component of your ad with the users’ experience in mind and you’ll be well on your way to running a successful native campaign! 


RTBiQ’s platform can serve your ad on leading publishers like Hearst, Meredith Corp., CNN, Weather Channel, and USA Today. Want to learn more? Talk with our team today!


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