Native ads. Are native AdSense ad units more profitable than regular ones? How native advertising differs from other formats

Appodeal's tools allow you to experiment with ad types and combine video and static. For example, use the Content stream template, but instead of a large image, place a video or embed standard native advertising and video at the same time, and in the application show the option for which the advertiser is currently giving the maximum price.

You should not show more than one native ad on one app screen. In addition, we recommend embedding video ads no longer than 30 seconds, because users rarely watch long videos to the end.

The advantages of this format are precisely its flexibility and endless possibilities for adaptation - use them to their full potential.

In July 2017, Google AdSense launched three new native ad blocks for placement on partner sites. I am writing on this topic late, but it is mythical, like the Sirin bird, since I had to check the effectiveness of advertising and then tap on the keys. Testing passed, native ads received 5+ from me, and I will lead the dances from this stove.

Features of ads

Google announced three new formats, but in reality there are two of them, the third existed before, but was not related to the native group. So, today you can use three blocks:

1. In-feed
2. In-article,
3. Recommended content.

The first two advertisements are pure new products, and they needed testing. The Feed and Article blocks are available to everyone; recommended ads are not. On one blog I have recommended content allowed, on the other not, the selection principles are vague, and that’s not the point.

How are the ads different? In-feed blocks are offered for placement in categories with a list of articles or products, but no one forbids placing them anywhere, taking into account compliance with the Google AdSense rules. The main advantage of Feeds is the ability to deeply customize ads. You can change fonts, colors, sizes, photo display features and much more in your account.

In-article ads are automatically customized to fit your site's design and are designed to be placed within content. More precisely, there are settings, but they are minimal. You can only change:

1. Heading,
2. Description,

I took advantage of what I had and received respect. Be sure to keep the “optimized Google styles” checkbox turned on - without it, things will get messy.

Block efficiency

I chose this layout for my blogs:

1. At the top of the In-feed page,
2. Under the text In-article,
3. Selectively inside the text In-article.

The screenshot shows the effectiveness of ads for 28 days of placing new blocks. We are pleased with the increase in cost per click by 36% and the increase in revenue per thousand impressions by 61%. The numbers are serious. If you look at the blocks separately, I was especially pleased with the In-feed, which I placed at the top of the page. Its effectiveness is even higher by 5-10% compared to a standard adaptive banner. I will explain this by the possibility of deep customization of blocks and their advantageous appearance, compared to a classic banner.

Initially, I installed Google AdSense blocks without changing the styles. The effectiveness turned out to be so-so - the price increased, but the CTR remained virtually unchanged. After that, I changed the styles of the In-feed block and it worked. I also changed the color of the title and description in the In-article block and it also turned out to be a plus.

Hence the conclusion - the ads showed excellent effectiveness on two different blogs (construction site Stroyremontiruy and Zegeberg), but it is necessary to make changes to the design! With the default setting there is practically no respect; growth of 5-10% is not a serious thing.

1. In both ads, change the color of the ad headings to match the site headings,
2. Save optimized Google styles,
3. Leave the default text font color,
4. In In-feed, change the button outline to match the site color and keep the long title.

In short, adjust your advertising design to the style of your site as much as possible, take into account the tips above and you will eat chocolate with a dessert spoon. Setting up native blocks will not take much time, and you can rest assured that you will increase your advertising income.

Back to the Future, 1985. Universal Pictures.

Native, or natural, advertising (from English. native advertising) - the way in which the advertiser attracts attention to himself in the context of the site and the interests of the user. In the original, it must take into account all the features of the platform, not be identified as advertising and not cause rejection among the audience. Such advertising unobtrusively “awaits” the user where he himself is looking for interesting content. In essence, it is similar to product placement: remember how Marty McFly ran in Nike sneakers in the second part of Back to the Future.

Therefore, the main advantage of native advertising is the ability to “jump over” the mechanical barrier of perception (in other words, overcome “banner blindness”, if we talk about online), which does not allow users to even look in the direction of your advertising, because they are simply tired of it.

Since the 1880s, American consumer product companies have sought to attract customers through advertising campaigns. Advertisements of that time in newspapers and magazines did not shine with originality; they mainly consisted of slogans, appeals and pictures with images of goods. Agencies realized that new types of advertising were needed that would allow them to stand out from the crowd of such advertisements.

An excellent example of the native format of that time is considered to be advertising in The Furrow magazine. In the publication he owned, John Deere (founder of Deere & Company) published feature articles about agriculture and various tips for farmers. At the same time, advertising blocks with information about agricultural products produced by the Dira company were placed on the pages of the magazine. Today, Deer & Company continues the tradition by moving online.

At the beginning and middle of the 20th century, with the development of radio and television, new formats of native advertising appeared. On the radio – sponsorship of broadcasts of radio programs, sports matches with the addition of advertising blocks on air. A striking example of native advertising on television was the broadcast of advertisements for Procter & Gamble products in TV series that were broadcast during the day and later became known as “soap operas.”

With the advent of the Internet, the world has turned upside down. Native advertising has evolved into search ads that directly connect businesses with target customers on search engines. With the arrival of digital media companies (for example, BuzzFeed) on the market, the world of native advertising has turned upside down once again. Such sites almost immediately refused to place banner advertising and placed their main emphasis on sponsored viral content, which helps partner brands convey information about their products to the target audience in an unobtrusive form.

The definition of “native advertising” in the modern digital context was first voiced by Fred Wilson at the Online Media, Marketing, and Advertising Conference in 2011. Traditional news sources - The New York Times, The Wall Street Journal, The Washington Post - eagerly picked up the new trend.

Interestingly, in most cases, publishers claim that they tag native ads, immediately letting the reader know what they are dealing with. However, a study published in June 2015 by Advertising Age found that the most understandable and logical label for users - “advertisement” - is usually not used. Instead, articles are appended with “sponsored,” “promoted,” or “presented by.”

The IAB Native Advertising Playbook identifies six major interactive formats currently used in native advertising:
- paid content that is displayed in the news feed - for example, on Facebook or Instagram;
- advertising in search engines;
- blocks of content recommendations;
- advertisements (direct advertising of goods and services);
- standard IAB advertising with native elements;
- other formats that cannot be included in previous groups and are developed for each specific case separately.

When posted on open platforms, the content is promoted along with the platform, with its assistance, and is not published anywhere else. Examples: Twitter Promoted Tweets, Facebook Sponsored Stories, TrueView Ads, and other YouTube video ads.

Open platforms are different in that the same social media and on the same platforms contain branded content and advertising messages, the source of which is not the platform, but a third-party resource from which the advertising is broadcast.

Let's look at a fairly new (appeared on July 5, 2017) advertising from AdSense - blocks of native advertising in the feed (In-Feed) and in the article (In-Article).

Native advertising is usually more harmoniously integrated into the content and is not striking like standard banners, so, in theory, it has a higher click-through rate (CTR) and, as a result, can increase your income.

We will see whether it will increase income or not, all this needs to be tested, so now I have built one such new advertising block into the middle of each article, and also added the old regular AdSense banner above and below. Let's see which banners will show themselves better, although perhaps the ideal option would be a combination of different formats.

• Provides increased comfort and user experience by using modern elements such as high-resolution images, longer titles, etc.;

• Improved integration with different screen sizes, including mobile and tablet views. Advertising design adapts to the design of your website;

• Easy to use.

New native In-feed ads (in the feed) available to all publishers. They can be placed in lists (sheets) of your articles, products or other items.

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