In the ever-evolving digital advertising landscape, native advertising has emerged as a powerful strategy for brands and publishers. Its integration of promotional content into the user’s natural browsing experience sets it apart from traditional display ads. This article explores the advantages of native advertising for brands, publishers and consumers, shedding light on why it has become a popular choice in the marketing world.

Why Invest in Native Advertising?

Characterized by their subtle integration with surrounding content, native ads offer a non-disruptive approach that resonates with users, setting them apart from traditional banner advertisements. Spending on native advertising in the United States saw a sharp increase of 37% in 2021, and experts project it will reach nearly $99 billion by the end of 2023.

Blending in, Standing Out

Unlike conventional banners or pop-ups that interrupt the user experience, native ads match the form and function of the platform they appear on. Whether presented as articles, videos or social media posts, native ads effortlessly blend into overall aesthetics and user behavior, making them less intrusive and more enjoyable for the audience.

Positive Engagement and Credibility

The statistics speak volumes. Consumers are 25% more likely to engage with native ads than traditional banners, and 53% of native ad engagement is positive. They allow brands to establish credibility and build trust, fostering a positive experience that resonates with potential customers.

Unlocking Valuable Benefits

Investing in native advertising yields numerous advantages for businesses. Native ads allow brands to reach a broader audience without disrupting online activities, enhancing brand exposure and awareness. A study jointly released by IPG Media Group, Forbes and S.I. Newhouse School of Public Communications at Syracuse University found consumers have a 59% higher chance of remembering native ads compared to display ads. Additionally, they provide a platform for delivering valuable, relevant and engaging content, effectively educating consumers about products or services and driving interest and consideration.

Elevating Conversion Rates

As consumers are more likely to trust authentic and helpful brands, the positive engagement and credibility of native ads are vital in influencing purchase decisions, boosting the overall conversion rate for brands and publishers.

Advantages of Native Ads for Brands

Native ads have emerged as a powerful brand strategy. Seamlessly integrated into the user’s browsing experience, these ads offer many advantages. Let’s look at a few.

  • Enhanced engagement: Native ads provide a user-friendly experience to viewers, fusing with the content they consume. This integration fosters higher engagement rates, as users are more likely to interact with ads that feel like a natural extension of their browsing journey. Here is where native advertising shines. Research has found native ads have a far better click-through rate than standard display ads — 8.8 times higher, to be exact. People look at native ads 53% more than traditional advertisements, and native ads make people 18% more likely to want to buy something. Native ads make people like a brand 9% more than banner ads. Plus, people engage with native content as much or more as they engage with conventional articles and content.
  • Audience optimization: Native advertising platforms offer powerful targeting capabilities, allowing brands to tailor their content based on user behavior, preferences and interests. This level of audience optimization ensures the correct message reaches a receptive audience, increasing the ad campaign’s overall impact. By understanding your audience’s preferences, you can create content that resonates with users, driving higher engagement and conversion rates.
  • Improved brand perception: By leveraging native advertising, businesses can align their content with the publishing platform, resulting in a consistent and smooth user experience. This alignment helps improve brand perception and creates a lasting impression in consumers’ minds, enhancing brand affinity. As people associate your brand with valuable and authentic content, they are more likely to develop positive sentiments toward it, increasing brand loyalty.

Benefits for Publishers Using Native Advertising

Native advertising presents a lucrative opportunity for publishers seeking effective monetization strategies. Retaining editorial control while providing non-disruptive user experiences, native ads boost revenue and user retention and foster valuable brand partnerships in the following ways.

  • Editorial control: Publishers retain full control over the appearance and placement of native ads on their platform. This control ensures the ads fit into the overall content, maintaining the platform’s integrity and offering a cohesive user experience. By integrating native ads into their editorial style, publishers can preserve their content’s authenticity while still effectively monetizing their platform.
  • Increased revenue: Native ads present a lucrative revenue stream for publishers. In a world of “banner blindness,” native ads stand out by providing valuable content that attracts more eyes. Advertisers are willing to pay a premium for the heightened visibility and engagement native ads offer, leading to increased revenue for publishers. Additionally, by providing various formats, publishers can cater to different brands, attracting a diverse pool of advertisers. Native advertising ROI offers a highly advantageous strategy for publishers seeking successful marketing solutions. One survey conducted by Sharethrough/IPG Media Labs showed that native ads can lead to an 18% increase in purchase intent compared to other types of advertisements.
  • Improved user experience: Non-disruptive native ads improve user experience, encouraging users to spend more time on the platform. This increased user satisfaction boosts retention and loyalty, ultimately benefiting publishers in the long run.
  • Building partnerships: Native advertising attracts more brands to partner with publishers. As brands recognize the value of fostering genuine connections with consumers, publishers can secure long-term relationships, establishing a thriving and sustainable advertising ecosystem.

Advantages of Native Ads for the Consumer

Consumers benefit from native advertising’s integration and engaging content. Unobtrusive and personalized, these ads enhance user experiences by delivering relevant content, building trust and creating meaningful connections with native advertising and user engagement in these three ways.

  • Enhanced user experience: Native ads can harmoniously blend with the user’s browsing experience, creating a more enjoyable and less disruptive environment. Consumers appreciate native ads’ subtle nature, leading to reduced frustration and overall positive perception of advertisements. As a result, users are more likely to willingly engage with these ads, making them an effective means of conveying the brand’s message.
  • Engaging content: Native ads deliver valuable and relevant content to consumers, even if they choose not to click. This focus delivers a rewarding journey, encouraging people to interact with your ad and the brand it represents.
  • Relevance and personalization: Native ads leverage user data to deliver highly personalized content that aligns with individual preferences and interests. This targeted approach ensures users receive content relevant to their needs, increasing the likelihood of engagement and conversion.

Maximize Your Advertising With Emodo Adapt

As digital advertising evolves, staying on top of the latest trends and leveraging innovative solutions becomes paramount for brands and publishers.

At Emodo, we offer a unique and powerful advertising approach that uses valuable mobile operator data to gain dynamic insights into consumer behavior, preferences and mobile usage patterns. Modeling this non-deterministic data enables our company to deliver various targeting services tailored to brands’, publishers’ and consumers’ specific needs.

Our advanced native advertising solution, Adapt, takes the native advertising experience to the next level. Through dynamic optimization and personalization capabilities, Emodo Adapt enables brands to create highly engaging and personalized native ads that stand out from the crowd. With Adapt, brands can achieve benchmark-breaking performance in CTR, message association and attention, making their campaigns more impactful and successful.

For advertisers, Adapt drives faster results and captivating creative, while for publishers, it offers greater yield, publisher-specific rendering and hassle-free setup.

Here are some ways our solution stands out.

  • Dynamically optimized creative: Emodo Adapt leverages several different effects to drive better attention and ad effectiveness compared to standard native ads. Because they’re KPI-optimized, Adapt ads perform significantly better than standard display or native ads.
  • Audience targeting: In today’s competitive digital landscape, audience targeting is crucial for successful advertising campaigns. Emodo’s advertising insights offer a granular view of target audiences, ensuring brands can deliver timely messages to willing consumers.
  • Effortless monetization: Adapt ads fit seamlessly into the publisher’s available inventory, but as dynamically optimized native ads, they command a higher CPM. With native ads designed to complement the platform’s content, publishers can enhance their user experience while effectively monetizing, gaining 11% higher attention and more than triple the click-through rate compared to static ads.

By embracing native advertising and tapping into our powerful insights, advertisers can create meaningful consumer connections, while publishers can make their platforms work for them. Stay ahead of the competition and maximize your advertising strategy with our innovative solutions. To learn more about what we can do for you, connect with us today.





Celebrating the Trailblazing Women in Tech at Emodo


Linear TV vs. Connected TV vs. Advanced TV


CTV Trends in 2024


Advantages of CTV Advertising


Employee Spotlight: Phil Rosengreen, Sales Director


CES 2024 Recap


What is the Fallout of January’s 1% Cookie Deprecation?


The Benefits of Rich Media Ads for Effective Brand Communication


What Is Connected TV Advertising and How Does It Work?


The Role of Artificial Intelligence in Targeting and Personalization in Programmatic Advertising


Employee Spotlight: Parte Amrutlal, Team Lead, Programmatic Trading


Employee Spotlight: Jo McCawley, Senior Director of Product


How Advertisers Can Use Demand-Side Platforms: 4 Simple Steps


BidSwitch Explained: Q&A with Emodo SSP


Employee Spotlight: Yushi Xu, VP, Architecture and Optimization


How to Choose a Demand-Side Platform


Targeting the Right Audience in Programmatic Advertising: Best Practices for Advertisers and Agencies


The Benefits of Native Advertising for Brands and Publishers


Employee Spotlight: Svetlana Itkes, Sr. Director, Programmatic Account Management


Unlock the Magic of the Biggest Sales Season: Introducing Emodo’s Holiday Hub!