- Users want more content and less advertising. By blending in with content in the context of a user’s experience on a website, native advertising appears more relevant and valuable as content—not as an ad. While traditional advertising still works to a degree, native advertising helps marketers get content and messaging past ad blockers, people zoning out ads, and heaps of content and social noise.
- User experience matters when delivering advertising. Marketers work hard to create ads, but if they look bad or out of place then they won’t be clicked. Google’s new features automates native ad formatting so that it’s more likely the ad will present a positive experience for users across any device.
- Marketers now have more control over native ads. Instead of working heavily with designers and developers, many native ads can get created without technical help. That makes it easier for marketers to worry more about A/B testing and ad experimentation rather than display issues and errors.
- Native advertising performs better than display ads. Research shows that users seem to like native ads better than display ads. If Google makes native advertising easier, then it’s a no-brainer to do more of it.