As they blend in better with your site, they’re also more stylish and appealing to the eye.You should definitely give them a try for two reasons: Assuming the reader is visiting your site to check out your content, they will check out the native ads as they scan through the website to find what they are looking for - whether that’s an answer to a question they have or to a desire to be entertained.Īccording to Google itself, native ads in Google Ad Manager tend to attract higher CPMs and higher viewability rates. Native ads, when done well, will appear to the eye not as ads but as content. (The ad also becomes less appealing to the brain, like old news). After repeated exposure to the same ads, readers learn to recognize the ad, so they skip over. Psychologically, what allows readers to bypass ads is the phenomenon of habituation. Why appear native ads to the eye as content?Īnd because native ads are supposed to blend in with the publisher’s content - that is, with the content on your site - they increase the likelihood that the reader won’t jump over. Today, you can use native ads across all of your platforms like web, apps, and video, as well as for any of your campaign types. Google introduced native ads in Google Ad Manager (Previously Doubleclick for Publishers) already in 2015, but it wasn’t until 2017 that native formats made the jump to the programmatic space. One reason is the shift to mobile, which has reduced the number of ads that the average user can be exposed to on any given page.Īnother has been the increase in ad-block usage.Ī third has been the wave of technological developments that have made it possible for advertisers to measure viewability, i.e., the extent to which a digital ad has been seen and not just scrolled by. And yet, in the last few years, it has become increasingly relevant for publishers to address it. Ad fatigue - indifference to advertising as a result of being exposed to too many ads - is, of course, not a new phenomenon. Today, the average person, according to some estimates, gets to see between 6,000 and 10,000 ads per day. Mostly, native ads have been developed in response to ad fatigue. From a style to your style… for your every client (creatives, creatives, creatives).Lining up your native goods (on native and line items).Which template or native path to choose: Customizable for in-feed OR Google-designed for in-article?.How is native different from a regular ad?.Why appear native ads to the eye as content?.

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