Native advertising is the use of paid ads that organically match the look, feel and function of the platforms they appear on.
Native ads can be found in social media feeds or as recommended content on a web page. Unlike display ads or banner ads, native ads don't look like ads. They look like part of the editorial flow of the page. The key to native advertising is that it is non-disruptive - it exposes the reader to advertising content without sticking out like a sore thumb.
Consumers look at native ads 53% more than banner ads. Native ads also increase purchase intent by 18% and register a 9% higher lift for brand affinity.
Consumers engage with native ads 20% to 60% more than banner ads and result in 3X higher user retention.
Native ads match the surrounding content, so they fit in and are much less disruptive, which is why 71% of consumers say they identify with a brand after viewing its native ads vs. only 50% with display ads.
Native ads fit comfortably into mobile, video, and social media advertising. Average CTR rates for premium native ads on mobile devices are over 4X higher than the average CTR of traditional, non-native display ads in the US.