Google AdMob has released its Native Ads playbook, just months after the IAB Native ads playbook 2.0 release.
If you want to read our in-depth 3 part blog-series on IAB native ads playbook, you can refer these – Part-1 ( Introduction to Native ads), Part-2 ( Native ads – Classification), Part-3 (Native ads – Disclosure guidelines).
In this blog post, we will first discuss the basic definitions for Google AdMob Native ads advanced. We then have the Google AdMob Native ads advanced playbook summary (infographic) and multiple Admob native ads advanced examples demonstrating the concepts in the infographic.
What is Google AdMob Native Ads Advanced?
Native ads advanced is a new product launched by Admob after deprecating Native Ads Express. Since the adoption of Native Ads Express was low, Admob has launched this new product hoping to solve for the lack of flexibility with Native Ads Express. Native Ads Advanced was in closed beta for over 2 years and has just opened to all Admob accounts on July 22, 2019. Read our detailed blog on the full update and its implications here – [News] Google AdMob Native Advanced – Monetization for All.
Google AdMob Native Ads Advanced playbook – Infographic
Admob Native Ads Advanced examples
Now we will discuss some native ad examples highlighting different concepts discussed above.
We can see in the video example below how two native ad units can be integrated in a game. One pops up on top left as a button while other shows up on in-game billboard on the road. This not only retains continuous user experience but in fact improves it for the game(bringing realistic billboard ads) and also improves brand image for game-user.



  • This ad on right is a screenshot from a mobile game initial level selection screen. This does not interrupt user game-play experience at all, showing ad even before the game-play starts.


  • This ad on the left again avoids the ad display during the active game-play but shows it as part of game during the game over screen. Focus is on the user journey here.




  • This Ad on the right creates visual integration with surrounding by using same button style, font, color palette as the field above it. This is a classic use of native ad in social media.





  • This ad on left includes a clear and large call to action (CTA) button apart from other ad features like ad badge and star ratings.
All these distinguish it from non-ad components in app.
  • This ad on right takes advantage of app’s loading time. This allows it to be a banner ad of larger layout without obstructing user experience, taking care of user journeys discussed in infographic.




  • This next ad on left appears when user touches screen to write a caption. It doesn’t hinder user experience as user can still write caption while viewing the ad. Also the ad content is easily distinguishable from app content.



  • This ad on the right is only triggered when prompted by the user itself. This ensures that user app usage is not disturbed. Also, once prompted it opens up as full page interstitial thus commanding more CTR chances.



  • This ad on the left is unique in the sense that it not only borrows the design but also behavior from app components. User can swipe the ad just like other content placards.
Also, though ad is interstitial, it equips user with control to choose to remove ad.




  • This ad highly focused on user journey aspect of ad placement discussed above. It shows travel planning app ad once a user is done shopping for camping related merchandise. This really improves CTR chances for the ad.
You can find the original Google AdMob Native advanced playbook here.

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