What is Native Advertising?
Native advertising is paid media that matches the form and function of the platform it appears on. Instead of standing out as an obvious ad, it blends into the user's experience — looking and feeling like the content around it.
A sponsored post in your Instagram feed, a "recommended article" at the bottom of a news site, a promoted listing on Amazon — these are all native ads. They work because they don't interrupt. They fit in.
Common Types of Native Ads
In-feed ads — sponsored posts that appear in social media feeds (Facebook, Instagram, LinkedIn, TikTok) or content feeds on news sites. These look identical to organic posts except for a small "Sponsored" label.
Content recommendation widgets — the "You might also like" or "Recommended for you" sections at the bottom of articles. Platforms like Outbrain and Taboola power these. They drive traffic by suggesting your content alongside editorial articles.
Promoted listings — product placements that appear alongside organic search results on marketplaces like Amazon, Etsy, or Google Shopping. They match the format of regular listings but are paid placements.
Sponsored articles — long-form branded content published on a media outlet's site. The article is written to match the publication's editorial style but is funded by an advertiser. Sometimes called "advertorials."
Search ads — Google's sponsored search results are technically native ads. They match the format of organic results, appear in the same list, and are distinguished only by an "Ad" label.
Why Native Ads Outperform Banners
Traditional display ads suffer from banner blindness — users have learned to visually ignore anything that looks like an ad. Studies show that people look at native ads 52% more frequently than display ads.
The performance gap is significant:
- Higher CTR — native ads see click-through rates 5-10x higher than standard display banners
- More engagement — users spend longer reading and interacting with native content
- Better brand perception — native ads are seen as less intrusive, which builds trust
- Ad blocker resistant — many ad blockers don't catch native ads because they're embedded in the page content
The tradeoff: native ads require more effort. You can't just upload a banner — you need content that provides genuine value in the context where it appears.
Native Advertising in Your Ad Strategy
Native works best for top-of-funnel awareness and consideration. It's less effective for direct-response campaigns where you need immediate clicks and conversions.
A practical approach:
- Use native ads to drive traffic to valuable content (guides, comparisons, case studies)
- Retarget visitors from that content with direct-response ads on CPC or CPM platforms
- Measure success by engagement and assisted conversions, not just last-click ROAS
The brands that win with native advertising treat it as content marketing with paid distribution — not as a banner ad wearing a disguise.
Frequently Asked Questions
Display ads (banners, pop-ups) are visually distinct from the surrounding content — they look like ads. Native ads match the format and style of the platform, blending in with organic content. Native ads typically have higher engagement and click-through rates because they don't trigger the "banner blindness" that makes users ignore display ads.
Sponsored content is one type of native advertising. Native advertising is the broader category that includes in-feed ads, promoted listings, content recommendations, and sponsored articles. All sponsored content is native, but not all native ads are long-form sponsored content.
Native ad CPMs typically range from $5-20 for content recommendation networks (Outbrain, Taboola) and $8-30+ for premium publisher placements. In-feed native ads on social platforms follow those platforms' standard pricing models (CPC or CPM). The higher cost vs. display is usually offset by better engagement.
Yes — native ads consistently outperform standard display banners. They receive higher click-through rates, longer engagement time, and stronger brand lift. The key is quality. Native ads that provide genuine value (useful information, entertainment) perform much better than thinly disguised sales pitches.
Yes. The FTC requires that native advertising be clearly identifiable as paid content. Most platforms use labels like "Sponsored," "Promoted," or "Ad" to distinguish native ads from organic content. Failing to disclose can result in regulatory penalties and erode audience trust.