As adoption of Native Advertising matures, brands need to stand out for the right reasons and maximise their investment.
Simplified Product Definitions:
In terms of an overall definition of Native Advertising we have refined the wording as per the below:
Native Advertising should complement the natural design, location and behaviour of the environment in which it exists, through content which provides a non-disruptive and relevant consumer experience to the context within\ which the ad resides.
A critical aspect of Native Advertising is that an obvious disclosure that these are adverts must be very clear and prominent. At no stage can these adverts be seen to be misleading in anyway by not being clearly labelled as being sponsored content, the landing page must match the native advertising ad, albeit highly relevant to the environment and context. The consumer must be able to clearly distinguish between what is editorial content and native advertising content.
In terms of the specific product definitions we have aligned with the recommendations recently suggested by the IAB USA (IAB Native Advertising Playbook 2.0, May 2019) with a reduction down to only three product types.
In-Feed / In-Content Native
Branded / Native Content
IN-FEED / IN-CONTENT NATIVE
These ad types are positioned within content, product or social feeds. In-Feed ads will closely mimic or replicate the look and feel of the editorial content - and In-Content ads will sit in-between or below the publisher content:.
Example here: https://adshowcase.verizonmedia.com/detail/908
This ad type usually sits below (and sometimes adjacent to) editorial content and whilst it’s highly relevant to the context and environment is clearly external content and upon clicking users are taken to a different site. The format can be articles, products or video.
BRANDED / NATIVE CONTENT
This is advertorial content which exactly matches the format, look and feel of the publisher’s editorial and whilst relevant to the context, must clearly labelled for consumers as being sponsored content.