Native Campaigns: Features, Advantages, and Tips on the Launch

Native Campaigns: Features, Advantages, and Tips on the Launch

Today information space is full of a great variety of advertisements. Due to the abundance of such content, it is getting more and more difficult to promote brands and get quality traffic. In such circumstances, affiliates have to look for new advertising formats that allow achieving desired results and obtaining high profits.

In 2020, native advertising is one of the most efficient marketing tools that helps to promote products and services, as well as allows strengthening user trust in the brand. Advertisers are already successfully using this tool in different niches of affiliate marketing including gambling and betting verticals.

What are the features of native advertising and what nuances to take into account before the launch? Read about it all further in the article.

What is native advertising: general definition

What is native advertising

Native advertising is a format of promoting products and services that catches attention in the context of the online resource – a blog, information website, video hosting, etc. In terms of their form and content, such ads organically fit the platform of their placement. They do not contain obtrusive persuasion techniques, aggressive calls to action that may cause a negative user response.

Native advertising looks and is perceived as standard content. It does not stand out against the backdrop of other information and thanks to this, it is considered more efficient than other promotion techniques.

For example, if the affiliate needs to promote an online casino, native advertising can supplement an expert article published on a themed resource. The material can describe the most popular types of gambling and inadvertently mention the gambling facility, where gamblers can try their luck in the specified games.

Types of native advertising

Types of native advertising

Native ads are placed in social media, themed publications, blogs, on YouTube, media resources, pages of celebrities and influencers. It can be realized in such formats as a text, graphics, infographics, video, audio, special projects, games, tests, etc. Let’s review the most common native ad types in detail.

Articles on themed sites

Native ads can supplement text materials of different genres, volumes, and themes. These can be reviews, comparisons of goods or services, rankings, guides, and many other things. Users reading such articles often do not even notice advertising references.

Native ads receive get the biggest response when integrated in materials published on narrowly specialized websites with the target audience of the promoted good or service. In case articles containing native ads are posted on portals with a wide thematic focus, they turn out to be less effective.

Advertising posts in social media

Native ads of products and services are placed on personal pages of bloggers, in popular communities and groups. Instagram, Facebook, Twitter can serve as platforms for such purposes.

In social media, advertisers post videos, photos, and short texts written as user posts. They usually follow the style common for every influencer, group, or community.

Special projects

Special projects are non-standard advertisements. They are tailored for every brand and allow efficiently promoting different solutions among the loyal and highly interested audience.

Special projects can include PR articles, videos, surveys, rankings, browser games, tests, banners, special buttons, contests, interactive product windows, etc.

Content published as part of special projects stands out for high quality and unique character. As a result, it receives a great response from users. People share it on their social media pages increasing ad reach.

Sponsored content

Sponsored materials are marked with tags “partner material”, “made with support of”, etc. A newsworthy event is chosen for this type of content depending on the advertised product.

Despite the fact that partner materials are commercial content, they primarily have to entertain users and help to solve their problems. This allows getting the desired response.

Recommended content

This type of native ads represents blocks with proposals to get acquainted with similar materials. They are published under similarly themed articles, photos, or videos.

For example, a recommendation block, located under the review article about gambling industry trends, may contain long reads about the world’s most popular casinos or the latest products in the gambling market. Users actively engage in such content and, as a result, the ad gets a bigger response.

Pros and cons of native ads

IHS made a research studying user behavior in relation to advertisements. Research findings show that people interacted with native ads 20-60% more often than with traditional banners.

According to the research conducted by BI Intelligence, native advertising will account for 74% of the total revenue from media advertising in the USA by 2021, which is worth $36.3 billion. To compare, native advertising accounted for $16.8 billion of the total revenue in 2016.

Revenue from native ads

Source: BI Intelligence

Native advertising has the following advantages:

  • does not cause rejection. People perceive it as content that organically fits a certain resource;

  • facilitates an increase in brand loyalty;

  • allows informing potential consumers about features, advantages, and benefits of the promoted product or service;

  • often gets viral, as people share useful content that contains ads;

  • ads cannot be blocked. As native ads supplement general content, they cannot be blocked using different programs;

  • does not get into the banner blindness zone. Looking through content that contains native advertising, a person automatically pays attention to it, making this promotion tool more efficient as compared to banner ads that people can simply ignore.

Today companies working in different fields have already assessed the pros of native advertising. Using it, affiliates successfully drive traffic to websites that focus on gambling, betting, nutra, education, games, finances, etc.

What to pay attention to when you launch a native ad campaign?

For the successful launch and realization of a native ad campaign, you primarily need to factor in the following nuances.

Selection of channels for placement and determination of advertising format

At the first stage of preparing a native advertising campaign, it is necessary to determine on which sites to place it. The considered promotion format will be more effective if ads are published on sites and blogs where the target audience of the promoted brand is represented.

For example, it is better to advertise casinos on entertainment resources, and betting shops – on sports portals.

The next step towards the successful launch of an advertising campaign is to determine the format of materials. When choosing the form of your content, firstly consider the type of the website on which it will be published. For example, the best option for Instagram is to make posts with photos, for YouTube – videos, and for information portals – informative long reads.

Production of useful content

It is important to remember that one of the key features of native advertising is usefulness and appeal for users. Moreover, information about promoted goods or services has to fit the material organically.

Besides, it is not recommended to explicitly or, what’s more, aggressively urge people to fill in the registration form, make a deposit, or fulfil any other target action. Present content in such a way that potential consumers get interested in your offer and decide to visit the website.

Focus on a specific target audience

Targeting plays an essential role in native advertising campaigns. For this reason, the content, to which you organically add this type of advertising, should target solely the people for whom the promoted product is intended.

For example, if the affiliate drives traffic to a betting website, ads must primarily target men aged 25-34 years old, as they fall under the target audience of sports betting.

Optimization of creatives

In a native advertising campaign, creatives are intended to attract user attention. At the same time, they should not look like ads. In this case, visitors of online resources will have a more loyal attitude to them.

Use images, videos, text formats that catch interest of and motivate people to share content. Besides, analyze your performance, determine what creatives bring more conversions, and adjust your advertising campaign basing on this data.


More information about efficient marketing tools designed to promote gambling resources will be presented at Kyiv iGaming Affiliate Conference 2020 on November 4.

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