What is "native advertising"?

Native advertising is defined as a form of advertising that matches the form and function of the platform on which it appears. This means that the advertisement is designed to blend in seamlessly with the content around it, making it less intrusive and more engaging for the audience. Rather than standing out as a traditional advertisement, native ads look and feel like part of the editorial content, which can increase user engagement and acceptance.

This approach is effective because it respects the user’s experience by providing ads that are relevant and contextually appropriate. By aligning the ad's visual design and messaging with the platform’s style, native ads can lead to higher levels of interaction and brand perception.

In contrast, standard banner ads are distinct and often seen as disruptive, which can lead to banner blindness where users ignore them. The notion that advertisements are only effective on social media platforms is too restrictive, as native advertising can be successfully implemented across various mediums, including websites and mobile apps. Moreover, the idea that native advertising is always disruptive for the user experience contradicts its core principle of integration with content.