What is Native Ads?
Advertising format that matches the look, feel, and function of the platform where they appear, blending naturally with content.
Native ads are a form of paid advertising that matches the visual design and user experience of the platform where they are displayed. Unlike traditional display ads, native ads blend seamlessly with surrounding content, appearing as natural recommendations, sponsored posts, or in-feed content that doesn't disrupt the user experience.
Why It Matters
Native ads generate higher engagement rates and user acceptance because they feel less intrusive than traditional display ads. They provide better user experience by maintaining the platform's natural flow while still delivering advertiser messages. Native ads often achieve higher click-through rates and better brand recall due to their non-disruptive nature.
How to Calculate
Native ad performance metrics include: Click-Through Rate (CTR) = Clicks ÷ Impressions × 100%, Engagement Rate = (Likes + Shares + Comments) ÷ Impressions × 100%, View-Through Rate = Video Views ÷ Impressions × 100%, and Cost Per Engagement = Total Spend ÷ Total Engagements.
Industry Benchmarks
| Category | Average | Good Performance |
|---|---|---|
| Native Display CTR | 0.3% - 1.2% | 1.5%+ |
| Native Video CTR | 1.0% - 3.0% | 4.0%+ |
| Native Social CTR | 0.8% - 2.5% | 3.0%+ |
| Content Recommendation | 0.5% - 1.8% | 2.2%+ |
Best Practices
Ensure ad content provides genuine value to users and matches platform context. Use high-quality visuals and compelling headlines that don't feel overly promotional. Test different native formats (in-feed, recommendation widgets, sponsored content) to find optimal performance. Maintain transparency with clear "sponsored" or "ad" labeling.
Examples
A travel app uses native ads in news feeds showing "Discover Hidden Gems in Tokyo" that blend with editorial content, achieving 2.8% CTR. A fitness brand creates native video ads that appear as workout tips in social feeds, generating 40% higher engagement than standard video ads.
Notes
Native ads must comply with advertising disclosure requirements in most markets. Platform-specific native formats (Facebook native, Instagram stories, Twitter promoted tweets) often outperform generic native placements. Creative quality and relevance are more critical for native ads than traditional display formats.