6 Different Forms of Native Ads and Their Benefit

The universe of Digital marketing is evolving every day without any break. Businesses are looking for ways that can cater to the consumer’s needs and how they want to learn about brands. Per data, the clickthrough rates for banner ads were 9% in 2000 which slipped to1% today. 

These evolving trends have led businesses to turn to native advertising. And, the good news is that native ads have so far been pretty successful. As per a data assessment, as much as 53% more consumers are viewing native ads than the others. In addition to that, native ads can increase brand lift by 82% and the purchase intent is 53% higher when the user clicks on a native ad than when he clicks on a traditional ad. 

Native ads are designed in a way to fit in the context of the publication that the ads appear to be a part of the content itself. And, it must be so designed that the consumer can distinguish between the native ads and the original content of the publication. Native ads are not just good for brands but are also good for consumers. To know everything about native advertising click the link. 

In this blog post, we’ll talk about the six popular forms of native ads and how they can benefit your business. Let’s read to know more. 

Let’s get started:

  1. In-feed Units

These are sponsored content that is promoted within the natural environment of the publication. The in-feed units will be marked as sponsored and are present on the website in a similar format as all other content of the publication. This form of native ads is written by the publisher themselves or in conjunction with the advertiser who is sponsoring the content. Simply put, In-feed Units appear with all other editorial content on the website or in the news feed of the social networks. 

  1. Recommendation Widgets

content recommendation widget is the widget at the end of most websites, most of which would read ‘Recommended for you’ or ‘You may also like. These are sponsored recommendations and paid discovery links that are distributed by content amplification networks. It is used to amplify the content of your brand by recommending it to like-minded readers or audiences. This recommendation widget is ideal for brands that are promoting their business with content marketing. 

  1. In-Ad with Native Element Units

The In-Ad with Native Element Units will look like any other standard ad. However, unlike how it looks, these ads are contextually relevant to the publishers.  For instance, a brand might promote its own products on a website that publishes user-generated content in that context. 

  1. Promoted Listings

The paid Search Ads do not have any editorial format content. Rather they are so designed to get fitted seamlessly into the browsing experience of the user. These native ads are used most often by the e-commerce sites and they promote sponsored products that are identical to the products that have been already listed on the site itself. 

  1. Custom Ads

The IAB has coined the term “custom ads”, which it uses for contextual ads, which do not fit into a specific format. 

  1. Paid Search Ads

These forms of native ads are similar to the promoted listing — the only difference being that they appear at the top of the search results. The terms ‘paid search ads’ and ‘promoted listings’ might be used interchangeably depending on the publisher. Based on the location and preferences of the searcher these ads might also be used to promote businesses. 


So, while the native ads are entirely different they can be used to adapt to the design and structure of the website complementing its overall functionality. Most users do not consider native ads as a form of advertising and they get to click and share them. With the help of programmatic advertising platforms, advertisers can pretty easily launch plenty of native campaigns across different websites throughout the world. And, publishers can naturally embed these ad units with the help of SSP and therefore can monetize their inventory without annoying their loyal readers. 

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