When was the last time you paid special attention to an ad that popped out of nowhere and interrupted your browsing? Chances are, it was years ago.

Advertising is not how it used to be before. What started as a way to promote your products in front of the audiences turned intense and, ultimately, excessive. Users are now so accustomed to the bombardment of ads from left and right that they have lost sight, even when it comes to relevant ads. Banner blindness is what people like to call it. 

This called for ads that could overcome banner blindness, and native advertisers were on it. They created an ad format that seamlessly blends in with the website or other form of media that it's on, making promotions subtle. 

With this blog, let's explore more on what native advertising is and trends that native advertisers need to watch out for in 2024. 

The Concept of Native Advertising (as Reformed by Native Advertisers) 

The term 'native advertising' was first heard in 2011, but the concept dates back much longer.

Remember when newspapers and other print media began to feature sponsored content alongside the actual publication? Next to an article about how to clean your laundry, there used to be an ad featuring your closest laundromat. That was native ad platform back then, which has only grown popular since. 

From tuning into newspapers and magazines, native advertisers turned to the Internet when other forms of advertising stopped working. And here we are—at a point in time when native ads are displayed on the biggest websites and platforms. 

Simply speaking, native ads refer to paid ads designed to match the look, feel, and content of the media on which they are published. Similar to other ad formats, native ads work with audience targeting based on demographics, location, interests, and online behavior. They can easily pass through ad blockers and provide something of value yet promotional to users. 

The Native Advertising Institute has recognized 5 forms of native ads:

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  In-Feed / In-Content Ads 

  
  


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  Content Recommendation Ads 

  
  


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  Search Ads

  
  


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  Promoted Listings 

  
  


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  Branded Ad Content 

  
  

It's up to you to decide which one will work best with the type of promotion you want to do. With the right approach, you can create a powerful tool for brand awareness, engagement, and conversions. 

Why Native Advertisers Should Keep Up With The Trends ?

Trends are what keep the advertising industry changing and growing. Native advertisers need to be on a constant lookout for new ways to improve the user's experience with the brand. This can be done by tapping into personalization and creating ads that resonate better with the audiences. Grabbing opportunities before they pass over is extremely important when it comes to advertising. 

Think of it this way: Earlier, newspapers and magazines reached every home and were passed around from one to another. That was the trend back then. But now, the focus has shifted to online media. Digital advertising is the trend and probably the future, too. 

Trends are quick to change, but once you get a good grasp, communicating your offerings through them will be much easier. You will be able to come up with something new each day and attract more consumers with each campaign. 

7 Major Trends To Watch Out For 

1) Programmatic Advertising 

Native advertising has always been manual, but not anymore. With the rise of programmatic advertising, native advertisers can automate the task of serving ads. All you need to do is set a creative, define your target audience, budget, and frequency capping. This solves the problem of unending negotiations with the publishers, and you can advertise within your capacity very easily. 

2) Microtrends 

Every business niche has something or the other going on within itself. A microtrend can be categorized as a niche-specific customer behavior that can be mass-marketed. These are usually short-lived and can help native advertisers tap into the minds of emerging customer preferences. For instance, statement ceilings are a trend in the interior design industry currently.  Quick and increased response is guaranteed if you're able to tap into it at the right time.

3) Social Trends

Social media is dominating, and its effect is not only limited to the social media platforms. You've probably seen brands all over using the trending catchphrases in their ads. These catchphrases are not just for entertainment but also give you a better personality in front of your audience. They are able to better relate with your brand and stop for a moment to hear you out. 

However, similar to micro trends, social trends are also short-lived. You will have to be quick in creating and delivering your ads before they get outdated. 

4) Tailored Content 

As a business, there's a high chance that you cater to a wide audience. Now, raise your hand if you have ever targeted them all with the same ad. That probably didn't end well, did it? That's because users nowadays want to feel specially addressed. 

Tailoring each content and advertisement to a specific audience is a trend that all native advertisers have been loving recently. For example, the interior design business will create separate content for families moving into new homes, people looking for a renovation, and other circumstances. Such tailored content ensures that you're effectively being understood by different audiences. 

5) No Clickbaits 

Clickbait ads have increased severely in the native advertising space- making customers think twice before clicking on an ad. To build back the trust of the customers, native advertisers need to create ads that provide what they promised in the ad's headline. 

Your ad should be relevant for the user, solve a real problem, and not include a misleading headline. Instead of luring potential customers in for nothing, focus on delivering the best quality that you can afford. A poor clickbait ad can also disrupt the user's experience, misdirecting the whole purpose of native ads. 

6) Artificial Intelligence 

AI has been transforming all aspects of advertising, and native ads are no exception. Native advertising is about to experience an upsurge in content production to and seamless delivery of ads with the integration of AI. It can help you find the most relevant audiences, predict what ad placements and content types will perform well, and allow you to test out different elements. 

However, remember not to completely lean on AI for your advertising. Since you're targeting humans, your ads will need a human touch. Think over twice before firing your copywriters and designers. 

7) Video Content 

Videos are all the hype no matter where you go. Consumers increasingly demand more interactive content that they can engage with, and videos happen to be the best option. They offer excess scope for storytelling through immersive visuals and are better able to convey the brand's message. 

Native advertisers are more likely to capture attention by planting videos within native ads. Remember that such videos are not limited to blog-type content. TikToks, Instagram Reels, YouTube videos, and other video media can also include promotional messaging. 

Conclusion

Native advertising platform has been soaring over the past few years. With an increase in the use of ad blockers and banner blindness, its harder than ever to reach the right audience. This calls for immediate attention, which native ads are effectively able to tackle.

While they might look like extreme effort at first glance, using them can be highly beneficial for your business. At 7Search PPC, we make the process of delivering native extremely easy. As a native advertiser, you won't be left disappointed with our programmatic advertising system and campaign settings. 

Frequently Asked Questions (FAQs) 

1) Are native ads worth the hype? 

Native ads are powerful ad formats for providing a nonintrusive experience. They are more effective in building trust and converting more than other ad formats, making them definitely worth the hype. 

2) How can I write native ads that convert?

Here's how most native advertisers write ads that convert: Write a headline and build your case while keeping in mind your target audience. Add a compelling CTA that matches your goals. Make sure to match your content with the content of the website where you'll publish your ad. 

3) How can I undertake programmatic advertising?

Programmatic advertising is inbuilt with ad networks like 7Search PPC. You can easily register with them to leverage programmatic advertising. 

4) What is the future of native advertising?

The rise in ad blockers ad banner blindness has paved the way for native ads so far, and their scope is only set to grow in the future. 

5) What are the key elements when it comes to native ads?

When it comes to native ads, the relevancy of the content is of utmost importance. It should also be able to provide proper value to the users.