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Discover what native advertising is, how it works, why it outperforms display, the best native ad networks for advertisers, labeling guidelines, and 2025 CTR/CPM benchmarks.
Why Native Ads Are Winning in 2025
In a world where consumers are increasingly blind to banner ads and quick to skip pre-roll videos, native advertising has become one of the most effective formats in digital marketing. Designed to blend seamlessly into the content experience, native ads are less intrusive, more relevant, and more engaging—making them a top choice for brands looking to drive performance without compromising user trust.
What Is Native Advertising and How Does It Work?
Native advertising is paid media that matches the form, style, and function of the content around it. Unlike traditional banners or pop-ups, native ads feel like part of the user experience whether that’s an in-feed article recommendation, a sponsored post, or a promoted listing.
How It Works
- Placement: Native ads appear in places where users are already engaged—news feeds, recommendation widgets, or search results.
- Targeting: Advertisers use contextual or audience targeting to deliver relevant content.
- Format Types (per IAB): In-feed ads, content recommendation widgets, paid search units, promoted listings, in-ad units with native elements, and custom integrations.
- Goal: Deliver brand stories, product highlights, or educational content in a way that users are more likely to consume and act on.
Stat to note: Studies show native ads can achieve up to 8–9× higher click-through rates than traditional display ads.
Is Native Advertising Better Than Display Ads?
The short answer: Yes when done right.
| Metric | Native Ads (Avg.) | Display Ads (Avg.) |
| CTR | 0.30–0.60% | ~0.12% |
| Engagement Time | Higher by 28–53% | Baseline |
| Video Engagement | +530% | Baseline |
| CPM Efficiency | Higher ROI via more clicks | Often lower ROI |
Why Native Outperforms:
- Relevance: Feels like part of the content experience.
- User Trust: Less disruptive, better aligned with content.
- Engagement: Higher dwell time and conversion potential.
When Display Might Win: For mass brand awareness campaigns that need broad reach without heavy creative adaptation.
Types of Guerrilla Marketing That Work Today
Which Native Ad Network Is Best for Advertisers?
Choosing the right network depends on your goals, budget, and audience.
Top Networks in 2025
- Taboola –
- Reach: 1.4B monthly users
- Best for: Scale, advanced targeting, performance campaigns
- CTR: 0.40–0.60%
- Outbrain –
- Reach: 1.3B monthly users
- Best for: Premium publishers, brand safety, video
- CTR: 0.30–0.50%
- Nativo –
- Strength: Privacy-first, cookie-free, storytelling formats
- Best for: Brands focused on compliance and engagement
- Yahoo Gemini (Yahoo Native) –
- Hybrid: Search + native
- Best for: Cross-format campaigns with steady CTR ~0.25–0.35%
- Others to Watch: TripleLift (programmatic native), MGID (global reach), RevContent (performance-driven), Adyoulike (Europe focus).
Pro tip: For maximum scale, many advertisers run split tests between Taboola and Outbrain.
How to Label Native Ads to Comply with Policy
Transparency is non-negotiable. In the US, the Federal Trade Commission (FTC) requires that paid content is clearly labeled so consumers know it’s sponsored.
Best Practices:
- Use clear wording like “Ad”, “Advertisement”, “Sponsored”, or “Promoted”.
- Place the label at the top of the unit, not buried in the description.
- Ensure labels are visible across devices.
- Avoid vague phrasing like “From Around the Web” without additional disclosure.
- For EU campaigns, follow IAB Europe’s native ad disclosure guidelines.
Why it matters: FTC research shows 27% of users can’t tell native ads from editorial content, so clarity protects both trust and compliance.
What are good CTR/CPM Benchmarks for Native ads in 2025?
Performance can vary by vertical, creative quality, and targeting precision, but here’s the latest industry data:
| Metric | Benchmark Range |
| CTR | 0.30% – 0.60% |
| CPM | $5 – $15 |
| CPC | $0.20 – $0.50 |
| Video Engagement Lift | +180% – +530% |
| Viewability | 50–70%+ |
Tip: Aim for CTR above 0.4% to ensure healthy CPC and campaign ROI.
Trends to Watch in Native Advertising
- Privacy-first targeting: Contextual ads replacing cookie-based targeting.
- Interactive native: Playable ads and gamified in-feed experiences.
- Retail media native: Amazon-style in-feed commerce ads.
- AI-driven optimization: Creative rotation and targeting precision at scale.
Native advertising isn’t just an alternative to display—it’s a strategic tool that, when executed with engaging creative, precise targeting, and transparent labeling, can deliver exceptional ROI.
If you’re not yet testing native in your media mix, 2025 is the year to start.
Want to launch high-performing native campaigns?
Let’s talk strategy contact my team to design, test, and scale your next native ad initiative.
Afroditi Arampatzi
Marketeer
Hi, I’m Afroditi!
An experienced marketer with a passion for driving impactful projects and delivering strategic solutions.
With over 15 years of hands-on experience in project management, I specialize in advertising, data analysis, strategic planning, and team leadership.
