People are tired of flashy banners and intrusive ads — our brains simply ignore them. But businesses still need to attract clients. The solution is native advertising: a subtle way to promote that blends naturally into content and is liked by audiences. Let’s explore what it is and how to use it effectively.

Contents

1. What is native advertising in simple terms
2. Types of native advertising
3. Successful native advertising examples
4. How to label ads correctly
5. How to implement native advertising
6. Common mistakes and how to avoid them

What is native advertising in simple terms

Imagine a party: one guest shouts about having the best vacuum cleaner, while another casually mentions a vacuum during a conversation about cleaning. Who would you listen to? Native advertising is the second approach. It doesn’t look like an ad and naturally fits into articles, videos, or posts. Key differences:

• Non-intrusive: unlike pop-ups. Nielsen research shows 54% of users close banners within 3 seconds, while native content is viewed 53% longer.
• Provides value: gives tips or ideas. Content marketing theory shows useful content increases trust by 70%.
• Builds trust: no “ad filter.” Consumer psychology demonstrates that subtle messages are perceived as friend recommendations.

Native advertising theory is based on integrating the brand into the user experience, minimizing resistance and boosting engagement. In 2025, this approach became key in digital marketing, especially in competitive regions like the CIS.

Types of native advertising

Native ads adapt to the platform. According to IAB, in 2025, 68% of advertisers in the CIS use native formats. Common types include:

• Sponsored content in media: an article about fitness mentions a protein product as a helpful tip. Editorial integration increases trust by 25%.
• Blogger integrations: influencers on Instagram or Telegram show how they use a product (e.g., a cream or gadget). 70% of CIS purchases are driven by recommendations.
• Special projects: collaboration between a company and a publication, e.g., a bank creating a “Financial Literacy” section. Long-term campaigns can increase ROI by 30%.
• Videos and podcasts: hosts subtly mention a sponsor or demonstrate a product. Video advertising grows 19% annually (Statista).

Examples of successful native advertising

• Online streaming service: partnered with a historical portal; articles about events inspiring a series included soft links to watch. Result — thousands of clicks and high ratings. ROI up to 300%.
• Cooking blogger: live Instagram cooking with a new food processor, praising its convenience. Sales surged, and the product sold out quickly. Live demos increase trust by 40%.
• Delivery service: “Weekly Family Menu” with recipes and order buttons on a parenting website. Targeted niche content boosted conversions by 25%.

How to label ads correctly

Transparency is crucial for trust. Hidden advertising violates the law and risks reputation. Marketing ethics theory shows transparency reduces negative perception by 60%.

• Legal requirements: CIS countries (e.g., Russia) require labeling all ad content. Online materials must be registered in the Unified Internet Advertising Registry (ERIR). Fines increased by 15% in 2025 for non-compliance.
• Labeling methods: use phrases like “Partner Content,” “Advertisement,” or #ad at the start or end of posts/videos.

How to implement native advertising

Marketing strategy theory emphasizes targeted and analytical approaches:

1. Define your goal: awareness or sales? Example: shamCRM promotion targets small business owners.
2. Choose the platform: where is your audience? Telegram, Instagram, or sites like VC.ru? Use analytics (e.g., SimilarWeb).
3. Create content: offer useful material—an article on automation tips (mentioning shamCRM) or a video on business trends. Quality content boosts engagement by 50%.
4. Launch the campaign: coordinate with the platform, add proper labeling, and promote on social media if needed.
5. Analyze results: track views, engagement (likes, comments), and website clicks via analytics (e.g., Google Analytics).

Common mistakes and how to avoid them

Marketing error theory: 70% of failures are due to poor planning.

• Intrusiveness: if 80% of text praises the product, the audience will leave. Solution: 80% useful content, 20% brand mention.
• Weak content: boring articles or poor videos repel audiences. Solution: create high-quality, audience-focused material.
• No labeling: hidden ads erode trust. Solution: always use #ad or “Partner Content.”
• Wrong platform: CRM ads in an entertainment channel won’t work. Solution: analyze audience before launching.

Conclusion

Native advertising is about building trust rather than forcing a product. It’s a future-proof strategy, especially in the CIS, where audiences value usefulness and honesty. Start small: integrate content into Telegram or local websites, test, and optimize based on results.