A native ad looks and feels like part of the content of a publisher’s page or app. The term "native" in this context refers to adoption of the style, location (often in-feed or embedded within other editorial or page content itself), and voice of the publisher's content.
Native ads are cross-environment and cross-device, serving on mobile app, mobile web, and desktop websites.
Benefits of native ad campaigns
- Better consumer engagement than other ad types
- Effective at increasing brand awareness
- Opportunity to tell a product or service's story
- Less disruptive experience for the consumer than other ad types
The publisher designs the creative, the advertiser provides the content
The key difference between normal display ads and native ads is that the publisher is responsible for rendering the ad unit according to the style of their website or app.
In order for this to work, the creative assets of a native ad (images, text, logos, video, and so on) are provided in an asset bundle, and the publisher or exchange decides how to arrange these assets within the available ad slot on their page. This allows the native ad to be designed to fit both the available space and the surrounding content, whether it appears on their website or in a mobile app.
Publishers can also choose to leave out certain creative assets, depending on available space. For example, for a mobile app creative, the headline or body text may not be shown in the creative at all. For a larger native ad placement, the creative may show the largest image size with the long headline and long body text.
One creative, many layouts
A single native creative is just a bundle of creative assets. These assets can then be used to fill a variety of different-sized native inventory.
In the above example:
- A native creative is a collection of images, a landing page, and copy (such as “10 Makeup Tips” for the headline).
- When this native creative is shown in a mobile app, the content is arranged using a responsive layout to fit in with the app's other content headlines.
- When this native creative is shown on a desktop website, the content is arranged according to the publisher's layout.
This example shows how a single native creative is displayed in two completely different native layouts for different inventory. Both native layouts use the same assets, but they display them to users in different ways.