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What Is A In-Ad (With Native Elements)?
Native advertising refers to a form of paid advertising where the advertisements adapt to the user interface and user experience of the environment or platforms on which the ads appear.
Therefore, while browsing a web page you may have come across a title like “sponsored posts” or “promoted stories”.
When you click the advertisement, you will be redirected to a third-party website. That is a good example of native in-feed advertising.
These ads appear just like standard display ads, however, the ad context will be specific to the content publisher, and not just something random being promoted.
In this post, we cover how the native ads work, and share examples of these in-feed adverts. Keep reading for more insights.
In Ad Campaign Key Takeaways
- Consumers look at native ads 53% more than display ads.
- Native ads create an 18% increase in purchase intent.
- Native ads can be more expensive than retargeting ads or other types of digital advertising.
How In Ad Campaigns Work
Ideally, native advertising camouflages into the media format on the platform where it is placed and allows brands to deliver the content in a non-sales manner.
Therefore, unlike banner ads, the native ads look like part of the interface and they are designed to ensure they do not interrupt the user experience.
The in-feed ads with native elements came out of the need to accommodate the changing user behavior.
In that regard, rather than showing one more banner ad that disrupts the users, in-feed ads with native elements show ads that feel less like ads.
Types Of Native Ads
Here are different types of in-feed native ads for your consideration:
1. In-Content Native Ads
The in-content native ads feature a similar design to the websites they appear on.
These ads are popular on the article pages between paragraphs or below the article.
2. In-Feed Product Ads
Often referred to as promoted listings, the in-feed product ads appear primarily on e-commerce websites.
The advertisements allow the sellers to promote their products with relevance to the search query without any disruption to the shopping experience.
3. In-Feed Social Media Ads
These are in-feed ads that appear in the news feed and stories section of the social media platforms.
Brands use the social media native ads due to the highly sophisticated targeting methods and hence reach the target audience as they browse the news feed and stories.
4. Native Search Ads
These are commonly referred to as search engine marketing.
The paid ads appear at the top and at the bottom of the search engine search results page.
Similar to the in-feed product ads, the user's type in a query,
Real-World Examples Of In-Feed Ads With Native Elements
Here are perfect examples of in-feed ads with native elements, for your inspiration.
1. General Electric In-Feed Ad With Native Elements That Won The 2016 Webby Award
In-Feed Ads with native elements do not have to be articles or social media ads.
General Electric partnered with Panoply to produce a science fiction podcast, dubbed “the message”.
The podcast was the first of its kind to reach the top position on apples iTunes Player and earned over 4 million downloads at the time.
The in-feed ad with native elements is a perfect example of a well-developed advertisement.
Based on creativity and innovativeness, the advert won the 2016 Webby award for the best native advertising.
2. Taco Bell & Snapchat In-Ad With Native Elements That Earned over 200 Million Views
Taco Bell partnered with Snapchat to create the lens in celebration of Cinco De Mayo.
The sponsored filter made users' faces look like giant Taco shells. Although the idea was relatively simple, the users loved it!
The in-feed advert was a great success and got over 224 million views in a day.
Not only did Taco Bell entertain the target audience, but it also promoted the brand across social media.
How to Set Up Effective In-Feed Ads With Native Elements
1. Set Your Goals
Like any other form of marketing, it is important you set a goal for your campaign.
Decide first, do you want to generate leads or do you want to build brand awareness?
Once you have the goal in mind, you can choose the platforms where to advertise and the best criteria for targeting the audience.
2. Create The Right Message For your Audience
Now that you know why you are advertising, identify the target audience and come up with the right message for the audience you intend to reach.
What do you want the target audience to see?
Creating the right message will require a clear analysis of audience preferences and an understanding of their behavior.
3. Choose The Right format
People use different platforms in varying ways.
Therefore, you want to make sure that the platform you choose to use, suits the audience you want to reach.
For marketers, a multi-platform approach will ensure maximum reach.
4. Generate The Content Ads
Now, it is time to come up with creative ads that match the platforms and websites where you intend to display them.
Use visuals and ensure engaging content. Otherwise, your ads will not reach the intended audience.
5. Measure Results
Once you have launched the campaign, the next goal is to measure the results.
You want to make sure the ad views are generating conversions.
To maximize ROI, promote the top-performing advertisements.
In-feed ads with native elements yield faster results. It provides much faster advertising and ensures real-time results.
With native advertising, you are virtually guaranteed to reach your target audience and increase brand awareness.
Therefore, the in-feed ads with native elements are not the type of ads you would ignore.
Contributors to this article:
- Pat Walls, Founder @ Starter Story
- David Gitonga, Writer @ Starter Story
- Ankita Ghosh
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