Bing Introduces Native Ads

21 November 2016

Bing Introduces Native Ads

Bing has recently joined Yahoo and Google in offering native adverts. At this point, they are only available for advertisers in the U.S. but it’s likely they’ll be rolled out globally in the future. Here’s a quick summary of what you need to know about this move:

Native adverts are adverts that are discretely placed into the actual content of a relevant website

The key difference between native adverts and other forms of adverts (such as banners and pop ups) is really the level of discretion in their placement. The rationale behind them is that they are less intrusive than other forms of advertising and therefore more likely to engage users rather than annoy them.

Native adverts are different to content marketing

Content marketing is about creating valuable content with the aim of influencing customer behaviour. An example of this would be ebooks given away free by websites in exchange for an e-mail address. Native adverts are simply traditional, paid-for, promotional slots, which are set into (hopefully) valuable content in an attempt to capture the attention of potential customers while they are browsing.

Native adverts still have to be identifiable as adverts

Regulators in some countries have been clamping down hard on websites that fail to disclose when they have received any form of benefit for promoting a product or service. This is why adverts that appear in search results have to be clearly marked as such and social media influencers must identify sponsored promotions.

For Bing, native ads currently only appear on MSN

Microsoft intends to develop a network of partner platforms to extend its reach.

Website owners have shown mixed reactions to native advertising

Adverts, native or otherwise, can be a valuable way for advertisers to get the word out about their products, services or content. Some web users object to all ads, but native ads may be less annoying to some because they fit more closely to the context of the website they are looking at.

At this point, it’s unclear what effect native adverts will have on search rankings

Google uses engagement as one of its ranking criteria, rewarding interaction and penalising sites where traffic “bounces”, which indicates that users were disappointed with what they found. Creating effective ads that don’t overpromise and underdeliver will reduce the bounce rate and improve engagement rates.