Instead, it matches the style and type of content that consumers naturally see from a company.<\/span><\/p>\n Since native advertising is difficult to identify, it\u2019s also difficult to explain and sell.\u00a0<\/span><\/p>\n Still, this relatively new ad format is now leading the digital advertising industry as a powerful and creative way to win customers.\u00a0<\/span><\/p>\n According to WordStream, <\/span>41% of brands<\/span><\/a> are using native advertising today and 90% of publishers have or plan to implement it on their sites.\u00a0<\/span><\/p>\n To help you gain a better understanding of native advertising, I\u2019ve broken down the five Ws and one H in this complete guide. Use it to learn about native advertising, how to sell it, and how to launch it for your own business.\u00a0<\/span><\/p>\n Vendasta offers white-label Native Advertising services for digital agencies. <\/b>Learn more about Vendasta’s managed services<\/b><\/a>.<\/b><\/em><\/p>\n [\/et_pb_text][et_pb_text admin_label=”Table of Contents” _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n What is Native Advertising? Native advertising is a form of digital advertising that matches the editorial style of content on a website or publication. Unlike regular digital ads, native advertising blurs the lines between content and advertising while also disclosing its nature as an ad.<\/span><\/p>\n Native advertising is a play on traditional display advertising such as banners and pop-ups in which advertisers showcase their ads alongside content that\u2019s being published on a site. Advertisers contribute either a \u201csponsored\u201d, a \u201cpromoted\u201d, or a \u201cbranded\u201d piece of content that generally still creates value for the reader, while also subtly alluding-to or referencing the brand that is paying to have it shown. This allows companies to advertise for themselves in a way that truly creates value for the consumer, while mitigating the frustrations that are often associated with pop-ups and banners.<\/span><\/p>\n Here’s a short video to help explain exactly what I’m talking about when it comes to digital native advertising.<\/span>[\/et_pb_text][et_pb_video src=”https:\/\/youtu.be\/981AOJaCyns” image_src=”\/\/i.ytimg.com\/vi\/981AOJaCyns\/hqdefault.jpg” _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_video][et_pb_text admin_label=”Examples of Native Advertising” _builder_version=”4.27.4″ global_colors_info=”{}”]<\/p>\n Depending on the platform it’s appearing on, native advertising can look and display differently. Let\u2019s cover a couple common examples you may see (or provide) on a daily basis.<\/span><\/p>\n Native Advertising Examples on Facebook<\/b><\/p>\n Facebook is one of the most popular websites in the world, so it makes sense that native advertising is a popular appearance on the platform.<\/span><\/p>\n Native Advertising Examples on a News Website<\/b><\/p>\n As mentioned in my walkthrough, news provider sites are often the best place to find native ads that offer the greatest value to consumers.<\/span><\/p>\n Due to the more subtle nature of native ads, they are generally classified as a top-of-funnel activity, meant to produce awareness, and potentially stir up interest.<\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Who is Native Advertising For?” _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n There are four primary pools of interest surrounding native advertising:<\/span><\/p>\n Are you good and confused? I was too, but thankfully graphics can almost always save the day for the more visual of us learners.<\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”How Native Advertising Works” _builder_version=”4.27.4″ global_colors_info=”{}”]<\/p>\n So we know what a native ad looks like, we know who the stakeholders are, but it would be even better if we had an equation for how all of these stakeholders interact, wouldn\u2019t it? Here\u2019s what we put together just for you:<\/span><\/p>\n You likely noticed that there are two different equations within this graphic. The difference in these two equations is generally determined by whether or not the business in question (Capital One in this example) has an in-house marketing department, or if they outsource their marketing to another agency.<\/span><\/p>\n If we\u2019re being honest, our friends at Capital One likely have their own marketing agency, so they wouldn\u2019t need a marketing agency’s help. However, the average local business is likely lacking the means and the resources to fulfill and negotiate their own native ad work, so for them, the marketing agency route is going to be the answer.<\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Why Native Advertising?” _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n Because native advertising works.<\/span><\/p>\n The reality is that digital is mandatory today, and sometimes it simply takes a change of pace to add some flare to a tired marketing effort. Whether you\u2019re on the publishing side, the business side, or the advertising side of the equation, you can create a balance between the traditional lines of display advertising and curating high quality, engaging content through native advertising.<\/span><\/p>\n More traditional native advertising is a less-explored space than display advertising, but with consumers tiring of the \u201cspam\u201d and \u201cbrainwashing\u201d of many display advertising campaigns, native is gathering momentum\u2014fast.<\/span>[\/et_pb_text][et_pb_testimonial author=”Micheline Gaudet” job_title=”Content Marketing Manager” company_name=”Vendasta Technologies” quote_icon_background_color=”#ecf0f5″ _builder_version=”4.27.4″ body_text_color=”gcid-body-color” author_text_color=”#666666″ position_text_color=”#666666″ company_text_color=”#666666″ max_width=”95%” global_colors_info=”{%22gcid-body-color%22:%91%22body_text_color%22%93}” body_text_color__hover=”#000000″ body_text_color__hover_enabled=”on|hover”]<\/p>\n I believe that more and more people are getting sick of the ads, and they are trying to find ways to incorporate advertising in an engaging fashion\u2014and native ads seem to be the perfect balance between advertising and valuable, engaging content.<\/span><\/p>\n [\/et_pb_testimonial][et_pb_text admin_label=”The Challenges of Native Advertising” _builder_version=”4.27.4″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n But much like native ads, we aren\u2019t here to deceive you, so here are some of the challenges surrounding the industry:<\/span><\/p>\n Native advertising is a newer addition to the advertising stack, so publishers and advertisers alike are still feeling out this unfamiliar territory. And, as you may expect, this means that there are going to be some blind spots and growing pains.<\/span><\/p>\n In a <\/span>global survey from late 2017<\/span>, the Native Advertising Institute<\/a> classified the primary threats to the service in the chart below. Coming in number one on the chart is a lack of client understanding, largely due to the camouflaged nature of native ads. The good news? This is a decrease of 11% from the 55% recorded in the previous year (2016).<\/span><\/p>\n Source: Native Advertising Institute<\/p>\n<\/div>\n The solution: <\/strong><\/p>\n Easy. Tell everyone you\u2019ve ever met to come read this blog and watch my little lesson on YouTube.<\/span><\/p>\n That would certainly help, but on a more serious note, it has to start with the marketing agencies. When these agencies are discussing advertising techniques with clients, they must be sure to be entirely transparent, and make the differentiation between different ads (display, paid search, native, etc.) entirely clear. The press could also help by better informing viewers of the different types of content they are seeing, but that seems like a long-shot to me…<\/span><\/p>\n The second largest threat on the above chart is the risk of businesses and brands being associated with “fake news.” This is a huge concern to all who are associated with native advertising. This concern is largely founded on the basis that \u201cfake news\u201d has been spread through native advertising already (ex. Activities aimed to influence the most recent American presidential election).<\/span><\/p>\n Native advertising can also run the risk of having inconsistent voice, style, and fit with other publications when written by external writers. This is why it\u2019s key to label this content properly and ensure quality so that consumers do not feel that they are being deceived, or fed \u201cfake news\u201d.<\/span><\/p>\n The solution: <\/strong><\/p>\n Much like other external facing content, building a detailed brand voice and style guide for advertising efforts would allow businesses and brands to better maintain a consistent style and quality level across all channels.<\/span><\/p>\n In terms of combating the threats of \u201cfake news\u201d association, brands simply have to maintain authenticity and be genuine in all that they do. For native ads, that means producing valuable and real content that is directly relevant to the brand sponsoring it. It\u2019s as simple as that.<\/span><\/p>\n For example, if you are a toothpaste manufacturer, don\u2019t have an ad produced about how not brushing your teeth for 48 hours triples your risk of acquiring certain strains of mouth cancer\u2014that would be a bad move.<\/span><\/i><\/p>\n According to last year\u2019s Native Advertising Trends in New Media Study, 7% of the news media publishers didn\u2019t put any label on native ads; this year the percentage has increased to 11%. This suggests that 11% of publishers are actively deceiving their viewers by blurring the lines between editorial and ad. This is very concerning.<\/span><\/p>\n If publishers begin to properly label their native content, it can help prevent the same consumer alienation that has happened with many varieties of display ads.<\/span><\/p>\n The solution: Proper Labeling <\/strong><\/p>\n If you are a publisher, native ads must always, always, always be accompanied by a \u201csponsored\u201d, \u201cpromoted\u201d, \u201cadvertisement\u201d, or \u201cpresented by\u201d declaration. If they are not labelled accordingly, this is an act of deceiving consumers.<\/span><\/p>\n If you are a consumer, simply make yourself aware of these different declarations so that you can better identify branded content from organically produced content.<\/span><\/p>\n If you want to learn more about the challenges that agencies and media companies face, and how to best remedy them, continue reading <\/span>here<\/span><\/a>.<\/span><\/em><\/p>\n [\/et_pb_text][et_pb_text admin_label=”The Strengths of Native Advertising” _builder_version=”4.27.4″ global_colors_info=”{}”]<\/p>\n These are exciting times. Now that we have addressed some of the concerns\u2014let’s find out why this is a strong industry already.<\/span><\/p>\n These strengths should also outline some opportunities for you as a business or agency to take advantage of to excel with native advertising.<\/span><\/p>\n For publishers surveyed in 2016 and 2017, one of the greatest challenges surrounding native advertising was convincing advertisers to tell real stories. Likely the result of advertisers having a somewhat difficult time transitioning to this unconventional style of advertising. The good news is that this category has declined 8% since 2016, meaning that advertisers are getting the feel for things.<\/span><\/p>\n Source: Native Advertising Institute<\/p><\/div>\n When building a brand, it is very important to maintain a consistent story across all of the platforms that you are marketing and advertising, and the more platforms\u2014the more exposure there is for a brand or a business. This activity is known as telling cross-platform stories.<\/span><\/p>\n Native advertising might be one of the most effective ways to truly leverage a brands ability to tell a story due to the story-like nature of these ads. For example, it can be quite hard to tell a story in a 2 sentence Facebook post, but when you have an entire article, it makes it much easier to bring a branded story to life.<\/span><\/p>\n According to some studies, click-through rates on native ads have been shown to reach nearly <\/span>4 times those of display ads.<\/span><\/p>\n Another great thing is that native ads bypass ad blockers<\/a> effectively.<\/p>\n Source: Native Advertising Institute<\/p><\/div>\n This may indicate that not only is native advertising a great complementary solution to digital advertising, but it may be able to replace current display advertising efforts to test for efficiency and improved advertising results.<\/span><\/p>\n According to the same study, titled Native Advertising Trends in News Media, native advertising is expected to generate 32% of the overall advertising revenues for publishers by 2020.<\/span><\/p>\n In addition to this, 51% of the publishers surveyed are already offering native advertising services. These are very promising numbers, and make right now a very opportune time to begin pursuing native ads.<\/span><\/p>\n Source: Native Advertising Institute<\/p><\/div>[\/et_pb_text][et_pb_text admin_label=”The Opportunities in Native Advertising” _builder_version=”4.27.4″ global_colors_info=”{}”]<\/p>\n Now that we’ve addressed the strength and weaknesses of native advertising, let’s discuss the opportunities that exist for all parties to take advantage of this new advertising trend.<\/span><\/p>\n How can you, your clients, and your business most benefit from native advertising?<\/span><\/p>\n Viewers are increasingly looking to video content to gather information, where they previously relied on written media. According to Cisco Visual Networking Index, 82% of all consumer Internet traffic will be video by 2020. This trend applies to native advertising as well.<\/span><\/p>\n Source: Native Advertising Institute<\/p><\/div>\n The growing native ad climate is the ideal time for marketing agencies and digital service providers to step-up and offer fulfilment on this new realm of marketing. By outsourcing this content generation, publishing companies don\u2019t have to defer their editorial teams away from the work that they know best.<\/span><\/p>\n Everyone can excel in exactly what they do best.<\/span><\/p>\n Visit <\/span>Native Advertising Trends in News Media<\/span><\/a> for the full study.<\/span><\/p>\n Ready to try something new?<\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”When to Use Native Advertising” _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n Right now. <\/span><\/p>\n You saw the stats from a pretty significant study: native advertising is working. That is why right now is the absolute best possible time to explore this new avenue, before everyone starts doing it.<\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”How to Get Started with Native Advertising” _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n That just depends who you are, so let’s go back to our stakeholders:<\/span><\/p>\n If you are a local business, you need to start by contacting your marketing agency to see how they can help you get involved in this promising space. This work will often require a great degree of collaboration between you and your agency so that your agency can best pair your needs with an appropriate platform to host your native content.<\/span><\/p>\n For example, if you are a small, local restaurant, having an ultra-expensive native ad run in the financial times is likely not going to be the best use of resources. However, having a native ad run on a popular food or local highlights blog might be the perfect fit!<\/span><\/p>\n And remember, native advertising was never intended to be the \u201cbe all and end all\u201d in the marketing world. However, it is a great way to diversify your ad spend and include something that won\u2019t deter prospects by associating your brand with \u201cspam\u201d.<\/span><\/i><\/p>\n Now, if you are a publisher\u2014like The StarPhoenix in Saskatoon\u2014you are going to want to get in touch with advertising and marketing agencies to see how they can help you. Why? So that you don\u2019t have to have your journalists writing native content that they are unfamiliar with. Talk to an agency that knows the space and can more easily pair their clientele with your needs.<\/span><\/p>\n And if you are an agency, then read on.<\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”The Vendasta Equation for Agencies” _builder_version=”4.27.4″ global_colors_info=”{}”]<\/p>\n First thing you should know about us\u2014the amount of times that we have the word \u201cinnovate\u201d plastered on the walls of our office might make the average person sick. Thankfully we don\u2019t pride ourselves on being average, or being left behind.<\/span> Vendasta\u2019s extensive experience in the realm of digital marketing and content generation translates into a premier ability to generate native advertising content. We pride ourselves on being the #1 resource for local. When implemented with the rest of Vendasta\u2019s local marketing stack, we can create a very robust offering for our partners.<\/span><\/p>\n After years of extensive experience generating digital content for marketing agencies, we have developed a highly skilled team of digital marketers. As a result of popular demand, and a growing interest in native ad tactics, Vendasta has further grown the diversification of our product offering to include a native ad service.<\/span><\/p>\n This means that if you are a marketing agency, our sophisticated team of content specialists are just itching to take your native ad writing requests off your hands so that you can easily scale and grow your business. We are the marketing agency for your marketing agency, if you will.\u00a0<\/span><\/p>\n Just to make things a little clearer, let’s revisit our graphic from above and see where Vendasta fits into the equation:<\/span><\/p>\n How a Native Advertising Service Adds Value:<\/span><\/p>\n We\u2019ve got a seat for you on our native advertising rocket ship, and we\u2019ll make sure that you never get left behind.\u00a0<\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Conclusion: ” _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_testimonial author=”Michelle Kubot” job_title=”Marketing Director” company_name=”Ambrosia Treatment Center” url=”https:\/\/www.AmbrosiaTC.com” url_new_window=”on” quote_icon_background_color=”#ecf0f5″ _builder_version=”4.27.4″ body_text_color=”gcid-body-color” author_text_color=”#666666″ position_text_color=”#666666″ company_text_color=”#666666″ max_width=”95%” global_colors_info=”{%22gcid-body-color%22:%91%22body_text_color%22%93}” body_text_color__hover=”#000000″ body_text_color__hover_enabled=”on|hover”]<\/p>\n It’s going to take time and maybe even an industry disruptor, but native is the future of advertising.<\/span><\/p>\n [\/et_pb_testimonial][et_pb_text _builder_version=”4.27.4″ hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Native advertising is evolving rapidly, but it boasts huge potential for businesses, publishers, advertisers, and consumers alike\u2014a realm that has more in common with a unicorn than what most consider advertising.<\/span><\/p>\n Ready to see a demo of Vendasta\u2019s native advertising services? Request a Demo now<\/a>.\u00a0<\/span><\/p>\nTable of Contents<\/h2>\n
\n<\/a>\u00a0 \u00a0 \u00a0Examples of Native Advertising
\n<\/a>Who is Native Advertising For?
\n<\/a>How Native Advertising Works
\n<\/a>Why Native Advertising?
\n<\/a>\u00a0 \u00a0 \u00a0The Challenges of Native Advertising
\n<\/a>\u00a0 \u00a0 \u00a0The Strengths of Native Advertising
\n<\/a>\u00a0 \u00a0 \u00a0The Opportunities in Native Advertising
\n<\/a>When to Use Native Advertising
\n<\/a>How to Start with Native Advertising
\n<\/a>The Vendasta Equation for Agencies
\n<\/a>Conclusion<\/a>[\/et_pb_text][et_pb_text _builder_version=”4.16″ global_colors_info=”{}”]So let\u2019s get started with What? <\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”What is Native Advertising?” _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\nWhat is Native Advertising?<\/span><\/h2>\n
Examples of Native Advertising<\/span><\/h3>\n
![\"Facebook](\"\/wp-content\/uploads\/sites\/6\/2025\/07\/download-8-7.webp\")
<\/p>\n![\"News](\"\/wp-content\/uploads\/sites\/6\/2025\/07\/download-7-8.webp\")
<\/p>\nWho is Native Advertising For?<\/span><\/h2>\n
\n
How Native Advertising Works<\/span><\/h2>\n
![\"brock](\"\/wp-content\/uploads\/sites\/6\/2025\/07\/download-6-7.webp\")
<\/p>\nWhy Native Advertising?<\/span><\/h2>\n
The Challenges of Native Advertising<\/span><\/h3>\n
\n
![\"Threats](\"\/wp-content\/uploads\/sites\/6\/2025\/07\/download-5-9.webp\")
<\/p>\n\n
\n
The Strengths of Native Advertising<\/span><\/h3>\n
\n
![\"Biggest](\"\/wp-content\/uploads\/sites\/6\/2025\/07\/download-4-12.webp\")
<\/p>\n![\"\"](\"https:\/\/storage.googleapis.com\/wordpress-www-vendasta\/2018\/04\/Bigest-Challenge-Regarding-Native-Advertising.webp\")
\n
\n
![\"Native](\"\/wp-content\/uploads\/sites\/6\/2025\/07\/download-3-17.webp\")
<\/p>\n![\"\"](\"https:\/\/storage.googleapis.com\/wordpress-www-vendasta\/2018\/04\/Native-Ad-Effectiveness.webp\")
\n
![\"Native](\"\/wp-content\/uploads\/sites\/6\/2025\/07\/download-2-15.webp\")
<\/p>\n![\"\"](\"https:\/\/storage.googleapis.com\/wordpress-www-vendasta\/2018\/04\/Native-Ad-Share-of-Total-Revenue.webp\")
The Opportunities in Native Advertising<\/span><\/h3>\n
\n
![\"Biggest](\"\/wp-content\/uploads\/sites\/6\/2025\/07\/download-1-13.webp\")
<\/p>\n![\"\"](\"https:\/\/storage.googleapis.com\/wordpress-www-vendasta\/2018\/04\/Biggest-Native-Advertising-Opportunities.png\")
\n
When to Use Native Advertising<\/span><\/h2>\n
How to Get Started with Native Advertising<\/span><\/h2>\n
The Vendasta Equation for Agencies<\/span><\/h2>\n
\n![\"Innovation](\"\/wp-content\/uploads\/sites\/6\/2025\/07\/download-11-2.webp\")
<\/p>\n![\"brock](\"\/wp-content\/uploads\/sites\/6\/2025\/07\/download-10-3.webp\")
<\/p>\n\n
Conclusion: <\/span><\/h2>\n