Nativo
Sponsored Content

The world's largest library of brand-approved brand-voiced content. Get the official word from companies on their brands, products, events, and more. Do research, get informed, and hear it all directly from the brands you care about.

Native AdvertisingContent MarketingDigital AdvertisingBrand Strategy

What Is the Difference Between Native and Non-Native Ads?

Erin Tye
What Is the Difference Between Native and Non-Native Ads?

Frequently Asked Questions

What is the key difference between native and non-native ads?

Native ads are formatted to blend into the surrounding content and site aesthetic, preserving user experience and matching the publisher’s look and feel. Non-native ads are typically interruptive formats (e.g., pop-ups, takeovers) focused on upper- or lower-funnel outcomes like awareness or direct conversions.

How do native ads improve user experience?

Because native ads are non-interruptive and integrated into editorial flows, they don’t disrupt the reader’s experience. They include disclosures but remain less obtrusive, helping users continue their intended task while still exposing them to brand messages.

What does “true value exchange” mean in native advertising?

Value exchange means the brand offers useful content or information (e.g., guides, helpful articles) in return for user attention. The ad provides real value to the reader while also advancing brand objectives like consideration, engagement, or brand lift.

At which stage of the customer funnel are native ads most effective?

Native advertising is especially effective as a mid-funnel tactic — driving consideration, engagement, brand lift, credibility, and trust. While it can support all stages, it’s particularly useful for moving audiences from awareness to consideration.

Are native ads disclosed to users?

Yes. Responsible native advertising includes clear disclosure (for example, a “sponsored content” label) so users understand the relationship with the brand even when the creative matches editorial styling.

AI-Generated Summary70-80% of original length
Original Article

Written by: Erin Tye, Director of Content Insights & Innovation at Nativo Inc.

A few major things differentiate native and non-native advertisements, but the first and most obvious is that native ads are formatted to blend organically into the environment in which they’re served. This means the content will match the look and feel of the website.

Here’s a visual of what I mean. Since Nativo, a native advertising agency and platform, is able to distribute branded content across hundreds of publishers for any one campaign, we need to dynamically match a variety of aesthetics in order to preserve the native feel.

Here are three native in-feed units optimized to blend with different publisher pages:

Three native in-feed units

Some less visual hallmarks of native advertising as compared to non-native ads are:

  1. Improved user experience
  2. True value exchange
  3. Different end goals

Improved User Experience

Since native ads are non-interruptive (as opposed to, say, pop-up ads), they preserve the reader’s intended experience. Though all native advertisements will have some form of disclosure (e.g., it will say “sponsored content” alongside the ad unit), they are much less obtrusive and distracting.

True Value Exchange

Most non-native advertising is focused on achieving the desired brand outcome. For something like a website homepage takeover, that might be awareness. For pop-up ads, that might be site traffic or sales. Native advertising is different in that it’s about value exchange. Yes, the brand is hoping for a particular outcome (engagement, brand lift, attention…etc.), but they’re equally focused on giving the reader something in return. For example, a retailer might put together a guide to the best gift ideas for toddlers, broken down by what you want to spend. Sure, all of those suggested presents can be purchased from this retailer (and are hyperlinked to drive traffic to their site), but this article is also providing genuine guidance. The reader learned more about suitable gifts for toddlers and got some good ideas, and the brand helped move potential a customer down the funnel (if not an outright sale).

Different End Goals

While native advertising can function for brands across the full sales cycle, it’s particularly effective as a mid-funnel tactic. As mentioned in the previous section, non-native advertising tends to be focused either on upper-funnel KPIs (awareness, impressions, views…etc.) or lower-funnel KPIs (conversion, purchase, download…etc.). Native content, focused as it is on value exchange, is best used for mid-funnel KPIs like brand lift, consideration, engagement, and building trust or credibility.

The Bottom Line

The average person is exposed to hundreds of ads every day. Most of us can reflexively close a pop-up ad before we’ve even registered what it said. Consumers now expect personalization and value - and are willing to spend more with brands who’ve built a relationship. If you’re looking for quality engagement and brand loyalty (not to mention easier conversions), native advertising needs a place in your content marketing strategy.

See what’s possible with Nativo. Fill out the form below to schedule a free demo with one of our dedicated experts.

Share this article

Share on Twitter Share on LinkedIn