Stefan Robalko

What is native advertising?


Every day, we are bombarded with advertising. This is not surprising, as advertising is essential for promoting a business, company, or even a blog. However, intrusive or silly advertising can often have the opposite of the desired result. It can alienate potential customers or subscribers. In this article, we will discuss what native advertising is and what its advantages are over traditional.

What is native advertising?

It is advertising that does not interfere with the user experience. There is no open call to action in such advertising, and its presence in the content looks organic.

Native advertising, unlike traditional, which is often located separately from the main content, for example in banners, to the side of the semantic part of the page, is integrated into the content and must be relevant to the topic.


As mentioned above, native advertising has a number of advantages over traditional one. It has a number of specific advantages over traditional advertising:

  • It does not cause rejection from users
    Due to its naturalness and the absence of sharp and aggressive calls of traditional ad, native advertising is perceived more positively.
  • Has a high level of engagement
    It creates a unified experience with content, making users more receptive to its message.
  • Supports user experience
    It advertising is designed to not disrupt the user experience, but rather to complement it, which contributes to a positive perception of the brand.
  • Increases conversion
    This point follows from the previous ones. Since it does not disrupt the user experience and is generally perceived by people more positively than traditional advertising, it increases conversion.

Disadvantages and problems

Despite all the advantages of native advertising, it has 2 main disadvantages:

  • Complexity of creation
    To create good one, you need to organically integrate it into the content. In other words, such advertising cannot be mass produced, unlike regular advertising.
  • High cost
    Based on the complexity of creation, the price for creating such advertising will be much higher than the price for creating traditional advertising.

In addition, it has a number of problems. It is difficult to call them disadvantages, but such moments can complicate its creation. The first problem faced by creators of native advertising is the loss of authenticity. If the advertising content is not integrated organically, it can cause a negative reaction from the audience, who will feel that they are trying to “sell” advertising under the guise of content.

The development of high-quality content requires careful planning and creative approach. Low-quality content can reduce the effectiveness of the campaign and not attract the right audience. There is also a risk of losing trust from users if it is not transparent about its commercial nature. This can raise ethical issues and negative feedback.

The lack of uniformity of standards in native advertising complicates its evaluation and comparison of results, as there are no unified criteria for assessing effectiveness. In addition, it requires an individual approach to each audience and platform, making it more difficult to scale compared to more standardized forms of advertising.

Types of native advertising

  1. Articles and content marketing:
    This type of native advertising involves the creation of articles, investigations, or other content integrated into the overall editorial flow. Effective in disclosing information about products or services.
  2. In-stream video advertising:
    Embedded video advertising that plays within a content stream, such as videos on YouTube or streaming services. This form of native advertising allows for natural integration into content, resulting in high viewer engagement.
  3. Branded contextual elements:
    Place brand elements within the context of content on websites, apps or online magazines. These elements include logos, colors and other brand attributes, creating a consistent style with the surrounding content.

Each of these types of advertising provides unique opportunities for marketers to create advertising campaigns that better match the content and interests of the target audience, while providing a more natural interaction.

Creating good native advertising

Creating effective advertising requires careful planning and taking into account the basic principles that make this format attractive to the audience. First of all, it is necessary to fully understand the target audience, study their interests, behavior, and preferences in order to adapt the content to their expectations.

It is also important to ensure a natural and relaxed process of integrating advertising with content to create a sense of content integrity. When creating such type of advertising, make it informative and engaging. Conduct testing of different formats and carefully monitor the audience reaction to determine the most effective approach. Following these recommendations, you can not only make native advertising as effective as possible, but also achieve excellent results in marketing campaigns.

Trends in the development

  1. Innovations in formats:
    Contextual advertising continues to evolve, offering new creative formats that better match the specific content and preferences of the audience. This includes experimenting with interactive elements, animation, virtual and augmented reality.
  2. Personalization of content:
    With the increasing availability of data and the development of algorithms, contextual advertising will become increasingly personalized. Marketers will increasingly use user behavior data to create more relevant content based on interests, preferences and demographics.
  3. The impact of technology on the future: Technological innovations such as artificial intelligence will play an increasingly significant role in the development. These technologies will improve targeting, automate content creation and deliver personalized advertising messages.
  4. Interaction with users in real time:
    Technology developments provide the ability to interact with users in real time. This includes dynamically updating content based on user actions, creating interactive elements, and responding instantly to user requests.
  5. Greater emphasis on ethics and transparency:
    In the context of growing user concerns about privacy and ethics in the digital world, it will come under increased scrutiny on issues of transparency, compliance and ethics to build trust with audiences.

These trends suggest that the future of contextual advertising will be closely tied to innovation in technology, deeper personalization, and the desire for more ethical and transparent marketing.


Native advertising is a powerful tool in marketing, providing a more organic and natural interaction with the audience. Its ability to integrate with content while maintaining spontaneity and interest makes this format attractive to advertisers. However, along with the advantages, there are also challenges.

Problems such as the potential loss of authenticity, the difficulty of creating high-quality content, as well as issues of transparency and ethics, require careful attention and management. It is important to note that successful native ad requires flexibility, careful analysis of the target audience, and constant improvement of strategies


1. What is native advertising in simple words?

It is advertising that fits seamlessly into the content on the page. It looks like part of the content. This type of advertising does not cause rejection among the user, since it does not force the purchase of a product or service, but supports the user experience.

2. How to define native advertising?

It must be transparent, meaning it clearly states that the element is an advertisement. At the same time, it fits perfectly into the content, be it an article, video or film. The main defining qualities of native ad:

  • Content Integration: It often blends in with the overall style and content format of the platform on which it is hosted.
  • Labels or tagging: Platforms often require that native ads be marked with an appropriate label, such as “Ad” or “Sponsored Content.” This may be small text or an icon indicating the commercial nature of the material.
  • Unexpected nature: If the content suddenly changes topic, style or language, this may be a sign of contextual advertising.
  • Links and Brand Mentions: It often contains explicit links, mentions or brand logos.
  • Purpose of Promotion: If the main purpose of the content seems to be promoting a product or service rather than providing information, it could be native ad.

3. What is the difference between native and regular advertising??

The main difference between native and regular ad is integration into content and complete transparency. If regular ads are most often located in separate banners away from the main content, then native advertising is part of it, often carrying information related to what is presented in the material.

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