New to native advertising? 5 ways to adapt social media ads for native

"In 2022, major social platforms like Facebook and YouTube saw their first-ever declines in ad revenue. Many advertisers are looking to diversify their customer acquisition channels and reduce their reliance on social media ads. One alternative channel they're exploring is native advertising on the open web. Using native ads, businesses reach massive audiences across premium publisher properties at competitive rates."

"The " news trust halo" - the effect of earning consumer trust by delivering ads alongside trusted news content, makes native ads highly effective for driving consumers to take action, such as filling out a lead form or making a purchase. Native advertising is an ad format that blends naturally into the page's content. Its design is cohesive and consistent with the platform behavior, making the user feel like it's not an ad, but part of the content."

"If you're just starting to dip a toe into running native campaigns, you don't have to start from scratch. You can use your social ads as a foundation to build engaging native campaigns. But you can't just copy and paste your existing creatives. That's because the consumer mindset is different on the open web than it is on social platforms."

Declining social ad reach, rising costs, and siloed data have pushed advertisers to diversify acquisition channels. Native advertising on the open web places cohesive, content-like ads across premium publisher sites at competitive rates. Delivering ads alongside trusted news content creates a "news trust halo" that increases consumer trust and drives actions like lead form submissions and purchases. Native formats blend into page content and enrich user experience through placements on homepages and within or below articles. Social ad creatives can provide a foundation for native campaigns, but creatives must be adapted because user mindsets differ between social platforms and the open web.

Read at The Drum