Travel Native Ads: Definition, Types, Benefits, and How-Tos

If you've ever searched for something related to travel, you've probably seen tens of ads pop up. Some follow you around to every website you visit; others start showing up as your phone notifications. Not cool, right? Your audience doesn't like it either. 

As we see a clear rise in competition in the travel industry, it's natural to expect even more ads. But these ads are pointless whenever users have adopted the tendency to ignore them. Our solution? Travel native ads. The more subtle and toned-down approach. 

With this blog, let's explore what travel native ads are, the types of native ads available to use, the benefits you can get, and some how-tos that will make you a pro. 

What are Travel Native Ads?

It's highly likely that you have come across travel native ads before but weren't able to identify them. 

Native ads are characterized as a type of online ad format that blends into the tone, aesthetic, and content of the platform they are present on. They're not too flashy and don't attract much attention until the user naturally comes across them. So to speak, it doesn't interrupt the user's experience by being less intrusive, and calls for high engagement by being present in highly relevant spaces. 

You'll often find travel native ads on travel-focused websites, social media pages, and other booking platforms. 

Types of Travel Native Ads 

The Interactive Bureau of Advertising (IAB) has identified 3 core types of native ads. Let's cover them all real quick. 

In-Feed / In-Content 

In-Feed / In-Content ads merge with the platform's organic content. They blend in with the appearance and surroundings of the host platform, mirroring its visual and thematic elements. They appear on editorial travel sites, travel-focused platforms, social networks, and sites with product/service listings. It can be formatted as a post, article, image, video, or listing. 

Content Recommendations 

Content recommendation ads appear as widgets or sections at the end of articles, blog posts, and other online content. They act as recommendations, offering readers additional articles, videos, and resources to explore more. This keeps the reader engaged by providing them with ads that pique their curiosity. 

Branded Native Content 

Branded native content includes promotions that inform, educate, and entertain the user by combining the brand's messaging and informative content. They are typically labeled as 'sponsored', 'recommended', or 'you might also be interested in'. It is crafted in a way to provide value and promote the brand at the same time. 

Benefits of Using Travel Native Ads 

They are not disruptive 

One of the major reasons that ads get ignored is that they disrupt the user's experience. But that isn't the case with native ads. Travel native ads are more subtle, don't take up too much space on the website, and allow the user to navigate them seamlessly. 

They are a cure for banner blindness 

Many users on the internet know where to expect ads and have developed a direct disregard for them, known as banner blindness. Travel native ads are the perfect solution as they are more subtle and appear right in context for the user to engage.

They increase engagement 

The non-disruptive and contextual nature of the ads naturally leads to better engagement. Users aren't annoyed by ads being shoved in their faces, so by the time they come across the ad, they are more likely to engage with it. Moreover, providing useful content builds brand recognition in the long term. 

They target the right users 

Native ads are more precisely targeted than any other type of ad format. Since they have to fit in with the context of the ad, it's better if they are placed accurately. For instance, a travel advertisement promoting a hotel is most likely to be placed on sites that talk about the area (country) where it is located. 

They are more cost-efficient 

Since native ads target the right users and increase engagement, you know you'll get a good return on your investment. This makes these ads perfectly cost-efficient, even more so than travel banner ads.

How to Create Impactful Travel Native Ads 

While native ads are effective, you don't want them to be just another ad. Here are a few tips you can use to make them more impactful. 

Understand the audience, platform, and context

The first thing you need to understand is where your native ad will appear. Understand the interests, behaviour, and preferences of your target audience, match your ad to the platform's tone and style, and make it fit into the context where your user will find it. 

Keep them engaging yet informative 

Native ads need to be informative, but shouldn't lose the touch of an engaging ad. Focus on giving a solution to a problem your audience has, or give them something that piques their curiosity. This will build trust and connect you with them on a deeper level. 

Add visuals and ad copy

If the platform allows, add an eye-catching visual that blends in with the tone of other visuals. Keep the copy short, to-the-point, and informative. You want the ad to represent you without making it look flashy. 

Be transparent about your advertising 

Now, you don't want to deceive your audience. Make sure your ads have a 'sponsored' or 'promoted' label to keep things transparent. This will also contribute to brand recognition and recall. 

Include a CTA

While we make our ads fit the context, let's not forget what our main goal was. Getting users to take action is what we are looking for, whether it be diverting them to a website, asking them to fill out a form, or making a purchase. Make sure your ad includes a  CTA (call to action) to direct the user to the next action. 

Test different formats

It's better to test out different native ad formats and see which ones appeal to your audience the most. Some users prefer seeing sponsored posts, while others don't want to feel they are being targeted. You can further experiment with headlines, images, and CTAs to see which ones perform the best. 

Check out an ad network 

Doing native advertising all by yourself gets a bit tough. What you can do is check out a travel advertising platform that offers native ads as one of the formats. Most of them have a premium stack of ad inventory that you can take advantage of. 7Search PPC is one of the most popular hospitality and travel ads network with its presence in various GEOs that is worth checking out. 

Create Your Campaign & Get Results!

Conclusion 

Travel advertising is a lot more crowded than you can imagine. Flashy banners, pop-ups, and videos that just wouldn't skip. Among these, travel native ads are a breath of relief. They aren't too showy and don't disrupt the user's experience in any way. Advertisers can benefit from them by targeting on the basis of context, and selling only to those who are likely to convert. Not only is this a very effective, but also cost-efficient example.   

Frequently Asked Questions (FAQs) 

What are travel native ads?

Ans: Travel native ads are a type of ad format that blends into the tone, aesthetic, and content of the platform they are present on. 

Native vs. traditional advertising- which is better for travel ads?

Ans: Native ads are subtle, while traditional ads have the feel of an ad to them. Which one is better depends on multiple factors like your goals, audience, etc. 

What are some benefits of using travel native ads?

Ans: Travel native ads are nondisruptive for the user and act as a cure for banner blindness. This makes it easier to get engagement by targeting users who care within budget. 

What are the major types of native ads?

Ans: The IAB (interactive active bureau) has divided native ads into three categories: in-page/in-feed, content recommendations, and branded native content. 

How can I create impactful travel ads?

Ans: You can create impactful travel ads by making sure they fit in the context, attract the user, and effectively promote the brand by sounding informative and not too flashy.