Native advertising is a form of online advertising that integrates seamlessly and naturally into the editorial content or design of a platform, so that it looks like an organic part of the content. Unlike banner ads or traditional ads, which can be perceived as intrusive, native advertising is designed to be less disruptive and more engaging for the user.

Main features :

1. Content integration: Native advertising blends in with the look, tone and format of the surrounding content. It doesn’t immediately stand out like a traditional ad, which can help reduce “ad blindness” (the phenomenon where users ignore ads).
2. Relevance: These ads are often targeted to be relevant to the content with which they are presented, increasing the likelihood of user engagement.
3. Various formats: Native advertising can take a variety of forms, including sponsored articles, embedded videos, content recommendations, or sponsored posts on social networks.
4. Discretion: Although native advertising is integrated in subtle ways, it’s important that it’s always clearly identified as advertising, usually with tags such as “sponsored”, “advertorial”, or “partner content” to maintain transparency with users.

Common types of native advertising :

1. Sponsored articles: Articles that look like editorial content for a website or magazine but are actually paid content, often created in collaboration with the advertising brand.
2. Content recommendations: These ads appear as suggestions for further reading or viewing, often placed at the end of an article or video. They are usually presented as sponsored links to other articles or web pages.
3. Advertising on social networks: On platforms like Facebook, Instagram or Twitter, sponsored posts appear in users’ feeds to look like organic posts, but are marked as “sponsored”.
4. Search engine ads: Sponsored search results appearing at the top or bottom of search engine results pages, often with the appearance of organic results.

Avantages de la publicité native :

• Better user experience: By integrating harmoniously into the content, it is less disruptive, which can lead to greater user acceptance.
• Taux d’engagement plus élevés : Les annonces natives ont souvent des taux de clics (CTR) plus élevés que les bannières publicitaires traditionnelles, car elles sont perçues comme plus pertinentes et moins intrusives.
• Adaptation au contenu mobile : Avec l’augmentation de la consommation de contenu sur mobile, la publicité native s’adapte bien aux petits écrans et au défilement vertical, qui sont caractéristiques de l’expérience mobile.

Examples:

• BuzzFeed : This site is well known for its sponsored articles, which strongly resemble its usual editorial content, but are in fact advertisements for brands.
• Instagram : Sponsored posts appear in users’ feeds, integrated between the publications of the accounts they follow.

En résumé, la publicité native est une stratégie publicitaire efficace pour atteindre les consommateurs d’une manière moins intrusive et plus contextuelle, tout en offrant une expérience utilisateur plus fluide et engageante.