In 2013, the IAB (Internet Advertising Bureau), the association that defines advertising standards, defined 6 types of “native” advertising formats:
Paid Search : Ads placed on a search engine results page that look like the search results
Recommendation widget : Ads that display widgets, which offer users recommended content based on behavioral data.
Promoted listings : advertisements designed for portals that display lists uk business email list of products and services (e.g. Ebay). The sponsored products inserted in these lists appear like the others but clicking on them takes you to an external page
In-Ad : content inserted within a standard advertising format that is perceived as not being part of the site being visited but is consistent with the topics covered
Custom : initiatives designed in relation to the media on which you want to advertise, such as a podcast specifically designed to sponsor a product in relation to the topic being discussed
Furthermore, it is essential, regardless of the format, to clearly communicate to the user that he is in front of an ad, not a “spontaneous” content. Transparency must always be guaranteed to avoid falling into misleading advertising, especially for this form of advertising where the boundaries between content and advertising are very thin.
What is the difference between Content Marketing and Native Advertising?
At this point, this spontaneous question arises, that is, how Content Marketing and Native Advertising differ. To explain it, let's take the words of @SemRush who has no doubts: Content Marketing can be defined as a strategy to adopt, Native Advertising is a tactic, an amplification tool for use of that strategy.
So, does Native Advertising work? In recent years, its effectiveness has become evident, especially in generating greater attention, engagement and purchase intent in users, especially in relation to Display Advertising. So yes, a good strategy designed for Native Advertising can lead your company to improve visibility and increase purchases!