Native Advertising

What Is Native Advertising?

Native advertising is a form of paid media advertising that is frequently adopted by content marketers. By definition, it is any paid content that is "in-feed" and inherently non-disruptive. This includes promoted tweets on Twitter, suggested posts on Facebook, and editorial-based content recommendations from content discovery platforms like Outbrain.

Content marketers are increasingly turning to native advertising as it is understood to be better at building trust and engagement with prospective customers than traditional display ads.

Most recently, native content has also become synonymous with sponsored content, which is just one of six native advertising formats. This is likely due to the fact that many publications have made a push to grow their sponsored content units in recent years, following the success of the Buzzfeed model.

What are the Benefits of Native Advertising?

The extent to which people share content related to the brand or information about the brand as part of their everyday social lives at work, on the go, or at home.

Average brand recall with native ads is 2X more than the traditional banner ad control group.

Through partnering with publishers, who are true experts at engaging audiences with content, you can learn how to build out your own native ad offering.

While many brands counted on traditional display ads in the past, they've come to realize that native ads garner much higher CTRs. In fact, reading a native ad headline yield 308x more time of consumer attention than processing an image and banner

Once a user engages with your native ad experience, you can retarget them with relevant display ads that have a much better chance at effectiveness.

What Does Native Advertising Look Like?

In-Feed Units

Recommendation Modules & Widgets

Paid Search Units

Promoted Listings

The Do’s and Don’ts of Native Advertising Content


  • Properly label your content

  • Draw from social media when determining what types of headlines to use

  • Use body copy to smoothly lead the reader to your intended next step


  • Use inaccurate, misleading, or overly sensational headlines or ad copy

  • Write headlines that are “too good to be true

  • Create articles with duplicate content based on other affiliate offers

  • Encourage accidental clicks by implementing ads (or images) that appear to be organic content

Native Ad Themes That Work

Information Content Themes: Education

Informational content aims to educate the reader about a new or unheard of concept relative to their lives.

Pleasure to Your Eyes: Interesting Visual Media

People love visual media and they especially love visual media that makes them laugh.

Simple and Effective: How To/Tips and Tricks

According to Google, more than 100M hours of how-to content have been watched in North America so far this year.

Engage Them: Quizzes and Surveys

Anyone on Facebook has probably seen your friends sharing their quiz results in their news feed. Viral quiz sites have blown up over the past couple of years.

The Online Review: Product Recommendations

Another trusty tool is the online review, which Moz revealed has a huge (67%) influence over consumer decisions.

Using Outbrain as a Native Advertising Platform

With Outbrain Amplify, links to your brand’s content appear as recommendations on the web's largest content publishers, including sites like:

If you have a great blog post, a terrific review from the press or an influencer, a video, or content you co-created with a publisher, Outbrain can help your content get discovered.

The Outbrain Interest Graph, which taps into a deep reservoir of unique content consumption data from across our network, allows us to personalize recommendations for each audience member. Plus, Outbrain optimizes on engagement, so the more interesting your content and the more visitors you drive, the more you will be recommended around the web.

Our unique placement allows us to find the right audience for your content while they are actively looking for something new and interesting to discover.

Grow more leads and sales for your business by driving engaged readers to your high-quality articles, mobile-optimized or video content (see full content guidelines ), and get traffic back to your site through a flexible, pay-per-click (PPC) model. You control what you want to pay, and better yet, it's as simple as entering your content URL.

Article Resources

For in-depth information on each of the areas above, please visit the following articles:

What's the difference between content marketing and native advertising?

Click for full article

The Macroeconomics of Native Advertising

Click for full article

The Best Native Ads Examples

Click for full article

B2B Native Advertising: Tips & Best Practices

Click for full article