The largest social platforms in the world monetize with native, in-feed ads, including Facebook, Twitter, Instagram, and Tumblr. The publishing industry is quickly following suit, as companies such as Time Inc, Forbes, Wall Street Journal, New York Times, and USA Today, continue to introduce new advertising integrations on desktop and mobile that match both the form & function of their editorial feeds.
Sometimes referred to as advertorials or even native ads, leading publishers have launched sponsored content studios to create content on behalf of brands. Publishers include venerable media brands such as Time Inc, Forbes, Wall Street Journal, New York Times, and The Guardian, as well as new media companies like Buzzfeed, Thought Catalog, Slate and many others. Check out the Sponsored Content Leaderboard to keep up with the best performing sponsored content.
Some Native Advertising Statistics
Viewers spend nearly the same amount of time reading editorial content and native ads — 2 seconds and 1 second, respectively.
70% of individuals want to learn about products through content rather than through traditional advertising.
People view native ads 53% more than banner ads.
How Native Advertising Works
First, a brand pays for the placement of their content on platforms of their choosing. Then, the content is created (by the brand) to have the same look and feel as the content that surrounds it on the platform. What brands are actually paying for is the ability to “rent” the platform for their own distribution.
After the content is created and approved, it’s tagged with a “warning” of sorts that may say something like “Advertisement” or “Paid Advertisement.” This creates some transparency within the platform, because it doesn’t completely disrupt the experience as say, a television commercial advertisement might.