What are Native Ads and how to plan an ad campaign on this channel

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What are Native Ads and how to plan an ad campaign on this channel

Let’s explain a bit what Native Ads is, how it differs from other ad formats, and how you can plan a campaign on this channel. Check out!

When it comes to internet ads, most people immediately think of Google Ads and Facebook Ads. Even those who have a little more knowledge about the subject go a little beyond that, risking investments in ads on LinkedIn, Instagram, Twitter, Waze, etc.

But today we have other media buying alternatives in addition to these more “traditional” channels. And just because they’re not that well-known doesn’t mean they don’t work: in fact, they can be as effective as Google search engine ads or social media news feeds.

One of these formats is Native Ads, also called Native Advertising. Next, Blue World City will explain a little about what Native Ads is, how it differs from other ad formats, and how you can plan a campaign on this channel. Check out!

What are Native Ads

How many times have you been irritated when entering a page to access some content and being bombarded with advertising that, in addition to not having any relationship with you, still hinders your experience?

In fact, this type of situation bothers the visitor a lot and often contributes to leaving the page accessed. But then, how to create ads that not only don’t hinder the reader but still offer something they want?

This is exactly what Native Advertising proposes. It’s a way to deliver relevant ads to a specific audience in a context that doesn’t interfere with their experience. In practice, these are advertisements that usually appear as content recommendations within news sites. Often, because they look like news, they appear to be content from the site itself.

This type of ad usually appears in the middle of news on a website, it feeds on the homepage, or in the sidebar of an article. Generally, the ads that generate the most results are those placed at the end of an article, although they also work in the middle of the content – ​​particularly on mobile devices.

If you think about it, this type of advertising is much less intrusive than banner ads, and it has the potential to create real value for consumers, as it appears in the form of fun or informative content. They also allow the marketing team to create an emotional connection with the audience, which direct ads don’t do.

In addition, this type of ad, unlike banners, serves several purposes, such as lead generation, email signatures, purchases, etc., and also to increase the potential for discovery, awareness and consideration of a brand or product.

You can, for example, create an ad directly to a Landing Page or to a blog post with a conversion form. The RD Station Marketing, all-in-one tool Marketing Automation leader in Latin America, allows you to create these pieces. Thus, you can make a content offer to capture the contact of those visitors who come through Native Ads. More than that, you can create relationships via email, optimizing your marketing results.

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Difference between Native Ads and other online ad formats

You may be familiar with other types of internet advertising, the most famous of which are Google Ads and Facebook Ads. In fact, they are often effective in generating results with paid media. However, Native Advertising has some differences from them.

In this post, we’ll call these ads Native Ads, Display (Google Ads – Display Network), Social (Facebook Ads), and Search Marketing (Google Ads – Search Network).

  • Native Ads: Help spread your content to people who don’t know your product or who don’t search your content. Native advertising should be used to increase your traffic and disseminate your content on portals where the user is already engaged.
  • Display: It is one of the forms of “pushed marketing”. Appears to those who are not necessarily looking for your product or service. Users can be watching a video, reading news or accessing a social network, doing research, etc. The product is “pushed” towards the user.
  • Social: This format also shows ads to people who aren’t actively looking for something. However, these people may be part of some segmentation that belongs to the company’s target audience.
  • Search Marketing: This is called “attraction marketing”. It’s when people are searching for something and when they search, an ad related to the topic is displayed.

Some people think that Display ads and Native Ads are the same things, as both formats are served on portals. But there is a clear difference, especially regarding the results: the click-through rate of a Native Ad is usually 10 times higher than that of Display

How to Plan a Native Ads Campaign

The first thing you have to do to plan a Native Advertising campaign is to find out who your target audience is and create one or more personas so that you can develop offers that interest them.

This needs to be done so that you can create targeted communication to your audience and know which channels should be used to reach them. For example, if your audience tends to consume content about wellness and health, advertising on a portal that addresses this subject is a good idea.

To better understand how to create your personas, read our Persona post: How and why to create one for your company and use our The Fantastic Persona Generator tool to create yours.

Defining Goals and Strategy

Once you’ve defined your persona(s), it’s time to establish what your goals are with the ad campaign. That way, you’ll know how to choose your offers (we’ll see that next) and, once the ads are running, you’ll know how to optimize them, if necessary.

Among some goals you can set are: generating traffic and new users at scale (showing your content on sites with a lot of traffic tends to bring part of that traffic to your site), generating more conversions (getting more Leads, downloads, subscriptions and others types of conversions and traffic on your Landing Page will make these people take the action you want), etc.

Whatever your goal, be as specific as possible and quantify your goal. For example, if you want more visitors and page views, what numbers do you want? What is your CPA limit? $20? R$50?

Don’t worry if your goals change over time. The important thing is to remember that, in this case, you will need to update your strategy with the new goals.

Defining your offer

Now that you’ve defined your goals and strategy, it’s time to think about what offer you will make. First of all, you need to understand what stage of the buying journey your personas are at, and what offers fit in these cases. Keep in mind that not all of them are ready to buy, so you will have to think of other offers that interest them, such as content.

To understand more about the Buy Journey, read our Buy Journey: What It Is and Its Importance to Digital Marketing Strategy posts and How to Create Content Based on Your Persona Buy Journey and use our Buy Journey Generator.

In general, we divide offers into two types: direct and indirect. The direct ones are those that talk about your product or service, such as a demo order, free sample, free consultation, catalog, etc. Indirect offers are related to your market and the problems and interests of your audience, but not necessarily to your product. An example is educational materials such as eBooks, webinars, infographics, etc.

Here, it is very important to understand that a direct offer will bring more prepared Leads, but in smaller quantities and with a higher CPA (Cost Per Acquisition); an indirect offer will reduce the CPA and bring more Leads, but these will need to be nurtured to advance to the moment of purchase.

To help you choose the offer, see the post 5 types of baits for lead generation.

Targeting your Native Ads

Paid advertising tends to have ways of targeting to generate better results. Google Ads, for example, uses search intent, while Facebook Ads uses information about the user.

Native Ads, on the other hand, defines its segmentation by an algorithm that considers several factors about the user and the context in which the user is. Some examples of factors: geography, context, traffic source, social media trends, etc.

Also, Native Advertising platforms often allow you to choose what type of site you want to run your ad on. It’s like the example we gave of the public that accesses content about wellness and health: you can create a segmentation to advertise only on portals related to these themes. So your ad will be statistically more relevant to the user.

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5 Native Ads Platforms You Need to Know

Currently, the most known and used Native Ads platforms in Brazil are Taboola and Outbrain, but they are not the only ones. Check out the list of the main tools on the market below:


Native Ads platform most used in Brazil and in the world. It has sites like MSN, Estadão and Terra in its portfolio of sites, one of the largest in the country.


Outbrain stands out for including the websites of Editora Abril’s main magazines in its portfolio, such as Veja and Exame. The minimum daily budget amount to use the platform is R$ 266.67.


You already know UOL, right? With UOL Ads you can create ads within the portal and its vast networks of sites, such as Folha de São Paulo, RollingStone and Band.


Less known in Brazil than the previous platforms, it is present all over the world and has partners such as AliExpress and Amazon.


Another platform that is not very popular in the country, but which also has partners around the world, especially Forbes and Walmart.

Each of the platforms has its own characteristics that must be taken into account before starting your campaign. Therefore, before defining your platform, research the most suitable one for your planning.


As we have seen, Native Advertising is a great possibility of paid advertisements for your company. By generating quality content and disseminating it through this channel, chances are high that you will increasingly reach your audience and attract them to your business. Always remember to think about the user experience and create content suitable for your segment, and invest in this possibility.

To learn more about Native Ads and its business potential, download our free eBook Native Ads: What they are and where to start now .

And if you want to go even deeper and deliver even better results with your ads, check out our paid media webinar series !


Let’s explain a bit what Native Ads is, how it differs from other ad formats, and how you can plan a campaign on this channel. Check out! When it comes to internet ads, most people immediately think of Google Ads and Facebook Ads. Even those who have a little more knowledge about the subject go a little beyond that,…