Push Ads vs. Native Ads: Which is Better for Advertising?

Marketers often grapple with the decision of which ad format to use in order to achieve optimal engagement and conversion rates. Push notifications and native ads are both influential tools, yet they serve very distinct purposes and operate through different mechanisms. While push notifications are designed to capture immediate attention with timely messages, native ads aim to subtly blend in with the user’s content experience for deeper engagement. 

Here’s a deeper look into what each format entails, their pros and cons, and how they compare on various criteria. So, if you mull over what to choose – push ads or native ads – keep reading.

What Are Push Ads?

Push notifications ads are a powerful tool for advertisers in affiliate marketing, used to deliver messages directly to a user’s device, typically a smartphone or desktop. This direct form of communication is especially effective for engaging users by providing timely and relevant information, regardless of whether they are actively using your app or browsing your website at the moment. 

Here’s a detailed look at how push notifications work and why they are valuable in online advertising campaigns.

Mechanism of push advertising

How do push notifications work, in detail:

1. Opt-in requirement

Before a user can start receiving push notifications, they must first opt in. This happens when a user installs an app and agrees to receive notifications, or when a browser prompts the user to allow notifications from a website. This opt-in model is crucial as it ensures that the communication is consensual, which is important for user experience.

2. Message creation and customization

Once the user opts in, notifications are sent. These messages need to be concise and compelling due to space limitations. To make push notifications, affiliate marketers often use personalization techniques, such as including the user’s name or tailoring messages based on GEO, to increase relevance and engagement.

Here are some common mistakes to avoid when creating push notifications:

3. Triggering notifications

Push advertising can be triggered based on a variety of criteria:

• Scheduled timing. Messages are sent at predetermined times. This is common for daily or weekly promotions. Here is the guide on what time to send push notifications;
• Behavioral triggers. Notifications are sent in response to specific actions taken by the user, such as abandoning a shopping cart, for example;
• Location-based triggers. Geo-targeting technology can send notifications when a user enters a specific geographic area, enhancing the relevance of the message.

4. Delivery and interaction

Once triggered, the notification is sent to the user’s device via the Internet. It appears on the user’s screen even if the device is locked or the user is engaged in a different app. The user can then interact with the notification, typically by swiping on it, which will direct them to a pre-landing or a landing page.

5. Analytics and optimization

The effectiveness of push notifications is measurable through analytics tools that track how many users open the notifications and what actions they take as a result. Marketers use this data to refine their messaging, targeting, and timing to optimize engagement and conversion rates. Optimization tools include Whitelists/Blacklists, Automated Rules, Microbidding, Target CPA, and Custom Bids. It’s common for push advertising networks to offer many similar tools.

Advantages of Push Ads

Push notifications have the following pros and cons:

Pros:

• Immediate and direct communication. Push notifications allow marketers to communicate directly with users, providing instant updates, alerts, or promotions;
• High visibility. Since notifications appear on the user’s screen and often require an action (either to open or dismiss), they have higher visibility than other forms of advertising, such as banner ads;
• Increased engagement. Well-crafted push notifications that offer real value can significantly enhance user engagement with the app or website;
• Cost-effective. Push notifications are generally less expensive to send than other forms of marketing communication, such as SMS or email, especially considering their reach and impact. On the market, the minimal CPC is 0,0001.

Cons:

• Potential intrusiveness. If not targeted or timed properly, push ads can be perceived as intrusive, which may lead to higher opt-out rates;
• Limited сontent. Due to space and format limitations, these ads offer limited scope for creative or detailed content.

What Are Native Ads?

Native ads, in contrast, are advertisements that are seamlessly integrated into the content of a website, mimicking the look and feel of organic content. This integration helps them engage users without disrupting their content experience.

Mechanism of Native Ads

How do native ads work:

1. Integration with content. Native ads are meticulously designed to appear as part of the original content on a platform, whether it’s a social media feed or a news website. This could mean mimicking the visual design, the writing style, or even the behavior of standard content elements on the platform;

2. Focus on user experience. By aligning with the host site’s content, native ads offer a less disruptive and more cohesive browsing experience. The idea is for these ads to be perceived not as interruptions, but as natural, integral parts of the user’s content consumption journey;

3. Content relevance. These ads are typically highly relevant to the content or the interests of the viewers on the platform. For instance, an ad for crypto trading software might appear in an article about money-making ideas. This relevance boosts the likelihood that the viewer will find the ad valuable and engage with it;

4. Engagement and interaction. Native ads encourage user interaction by offering interesting, useful content that invites readers to click through to learn more. This can range from sponsored posts and recommended articles to in-feed video ads that start playing as the user scrolls;

5. Measurement and adjustment. Like other ads, the performance of native ads is tracked through clicks, impressions, engagement rates, and conversion metrics. This data allows marketers to optimize their campaigns in real-time, adjusting content and placement to improve effectiveness.

Advantages of Native Ads

Native ads have the following pros and cons:

• Enhanced Engagement. Because they are less intrusive and don’t detract from the user experience, native ads typically see higher engagement rates than more conspicuous ad types;
• Brand safety. By matching the content’s tone and style, native ads are perceived as less sales-oriented and more trustworthy, which can enhance brand perception and safety;
• Higher conversion rates. The contextual relevance and high engagement often translate to better conversion rates, as the content is more likely to resonate with the audience;
• Long-term relationship building. Native ads are particularly effective for campaigns aimed at building long-term relationships with customers, as they provide value and foster trust over time.

Cons of native ads:

• Higher costs. The cost of designing and integrating native ads can be higher due to the need for customization and high-quality content that fits each platform uniquely;
• Complex execution. Effective native advertising requires a deep understanding of both the platform and the target audience, making it more complex to execute successfully.

Push and Native Advertising Dilemma: How to Choose 

Choosing between push ads and native ads requires a clear understanding of your digital marketing objectives, audience preferences, and the specific contexts in which these ads perform best. 

Here, we explore several scenarios and considerations that can help guide your decision on whether to utilize push ads or native ads in your affiliate marketing strategy.

1. Urgency vs. engagement:

• Push ads are ideal for urgent messages where immediate response is desired, such as limited-time offers or breaking news alerts. They work well to prompt quick actions;
• Native ads excel in building engagement and brand awareness over time. They are suited for delivering detailed content that educates the audience, enhances brand affinity, and gradually guides users through the sales funnel.

2. User experience and perception:

• Push ads should be used sparingly to avoid overwhelming the user, as frequent interruptions can lead to negative perceptions and higher opt-out rates;
• Native ads provide a smoother user experience that can enhance perceptions of your company. They integrate with user activities without being obtrusive, fostering a positive brand experience.

3. Opt-in and engagement levels:

• Push ads require users to opt-in for notifications. Analyzing opt-in rates can provide insights into whether your audience is receptive to direct messages;
• Native ads integrate into the content that users are already consuming, making them effective for audiences that prefer non-disruptive ad experiences.

4. Platform usage:

• Push ads are more effective on mobile devices, where instant notifications are a norm and can catch attention quickly. Well-performing verticals for push ad campaigns are Gambling, Betting, Nutra, Sweepstakes, etc. Learn more about the best verticals for push ads in 2024;
• Native ads work best on platforms where users spend time-consuming content, such as news feeds, blogs, and social media sites, allowing for deeper content engagement.

5. Budget considerations:

• Push ads generally cost less and can be easier to implement, making them a good choice for campaigns with limited budgets or those requiring broad reach without extensive customization;
• Native ads often involve higher costs due to the need for creating quality content that seamlessly integrates with the platform, suitable for campaigns with a larger budget.

6. Creative resources:

• Push ads require less creative effort, as they are typically text-based or use simple visuals;
• Native ads need a strong alignment with the content style and quality of the platform, requiring more sophisticated content creation and design.

Anna Mardas

Anna Mardas brought together her background as a copywriter in digital marketing. Now, she's got a solid grasp on affiliate marketing, especially when it comes to understanding the following niches: Gambling, Adult, Dating, Sweepstakes and Crypto. Anna stands out for her thorough research and insightful reviews of ad networks, offering her readers valuable knowledge.