Zen Beristain

Entrepreneur and founder of PurpleBlack, an international, award-winning native advertising agency.

Native ads are ads that don’t look like ads. They’re typically found at the bottom of a news page. Today, this modern marketing strategy is a true blue ocean market, and businesses are beginning to discover its power.

Native ads are not equally suitable for every type of product. For example, because there isn’t a targeting function in German-speaking countries (like in Austria, where we’re based), the product has to be a fit for a large part of the population. For a very specific niche product with a small target audience, native ads aren’t recommended.

For anyone wanting to use native ads, native advertising platforms can help. They arrange publishers and work with companies that want ad space. Big players include Taboola and Outbrain.

In this article, based on my experience as the founder of a native ad agency, I’m going to share three reasons why native advertising brings untapped potential:

Native advertising doesn’t disrupt a user’s content experience.

In my opinion, the most distinctive feature that puts native ads at the forefront is they don’t disrupt the user. For instance, YouTube ads still use the same tactic as TV in the 1960s: When watching a certain video, an ad pops up and you’re forced to watch it, turn away or close your eyes. In any case, you’re disrupted in your experience.

With native ads, the opposite is the case. The reader is already in reading mode and simply clicks on an article they find interesting. Going through content and choosing the article, they will stumble across ads suited for them. Because the user is the active decision-maker, native ads don’t disrupt (this is also referred to as in-feed native advertising). And thanks to that, most times they don’t feel that they are consuming an ad.

Native ads aren’t dependent on consistently changing algorithms.

Most companies advertise on big social platforms like Facebook, YouTube, Instagram, etc. But many are getting more disappointed than ever. These platforms are losing slack by being inconsistent, changing up algorithms often and increasing their ad prices. If an ad platform is inconsistent, planning campaigns ahead of time is difficult. Because of that, businesses are more likely to leave the platform since it might weaken the scaling process.

And here is a big advantage of in-feed native advertising: Native ads are not tied to merely one advertising platform like Facebook or Google. Instead, natives are on the whole internet. There are different players and different traffic sources. This also makes it possible to reach people who have no Instagram, no Facebook or no Google account.

Lastly, with native advertising, there are fewer limits as to when and how you can advertise. This makes it easier to plan ad campaigns and to make the most out of an ad budget.

Scaling is easier with native advertising.

The third core advantage of native advertising is that scaling works well. It’s important to note that native ads are not the platform to test whether an offer works well or not. However, native ads can deliver fantastic results with an already functioning offer that has proven to work well on regular ad platforms. If you know that you have an added value, in-feed native advertising can transform a completely uninterested user into a buyer who wants more.

If you ran bigger campaigns in the past, especially on Facebook, you might have noticed that the CPA (cost per acquisition) increases alongside your spending. When trying to scale a Facebook campaign too aggressively, a winning campaign can turn into a losing one very fast. Quite frankly, the CPA will explode, and every price increases as well. And it’s unprofitable at this point.

On top of that, popular ad platforms such as Facebook or Instagram only make space for a certain number of ads to be displayed at a time to keep up the optimum experience for the user. This worsens if there’s an increasing demand for ad space. During busy times, such as Black Friday or Christmas, the ad space gets tighter. At some point, scaling is impossible even if you have millions in ad budget ready to spend.

With in-feed native advertising, it’s completely different. Here, you just add a zero to your daily budget, and it still works. So that’s a huge advantage of native ads—it enables you to scale very smoothly without any large price fluctuations. And the CPA will remain the same, no matter if you spend 1,000 euro per day or 10,000 euro per day.

Summary

Native advertising is fundamentally different from regular ad platforms. Distinctive benefits include:

• It’s a non-disruptive way of advertising—in-feed native advertising is dependent on the user.

• Native works as a proven alternative to Facebook, Google and other ad platforms.

• Scaling becomes much easier.

To sum it up, if you want to generate sales for your e-commerce or leads for your business, native ads might be the right choice for you.

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Homeownership in these communities—also called membership—binds you to the association's covenants, conditions, and restrictions (CC&Rs). The associations also have legal powers, such as placing a lien on your home, imposing fines, or suing you for not complying with the rules.

If you're in the market for a home, you'll likely look in neighborhoods with HOAs. Here are nine factors you should consider before purchasing a home in a governed neighborhood.

Homeowner associations create CC&Rs and enforce them. Before purchasing a home in a community with an HOA, make sure you ask your realtor or the HOA for the CC&Rs. Some examples of the restrictions and rules you might see are limits or requirements for:

If you can’t find the CC&Rs online on the HOA's website, ask your real estate agent to acquire them for you or obtain them by contacting the HOA directly. Be sure to check if the document is up-to-date before you proceed too far into the buying process.

Since the rules and regulations of any particular HOA may be unique, don't rely on second-hand information or past experience at other developments to learn what an HOA's rules and covenants are. Also, think hard about whether you’ll be able to live with them.

Homeowner associations need funds to operate. They gather these funds through fees paid by community members—some can be quite high. Median monthly fees range from $600 (New York, the highest) to $100 (Wyoming, the lowest). Fees can differ even within a development due to variations in square footage, location, and orientation.

Most multiple listing services (MLSs) include HOA fees in the property listing, so when you're looking at homes, ensure you locate this information. You can access it on most real estate sale websites, such as REMAX, Zillow, or Realtor.com.

You should also find out how often fees have increased over time and by how much. If you can, obtain a printed history of HOA dues by year for the past 10 years. HOA increases are generally mapped out a few years in advance using estimates of the future costs of utilities, labor, and maintenance.

Find out what the fees are paying for, and determine how they will affect your household finances. For example, will you have to pay for garbage pickup? Are utilities included? Which ones? What about cable and internet service? Remember that you’ll pay for perks, such as recreational facilities, whether you use them or not.

HOA fees generally increase annually, but for new developments, they may go down slightly over time as more homes are added to the development, and more homeowners are available to share the HOA’s fixed costs.

When you buy a home in a managed community, you’re actually agreeing to a bundle of legal obligations and entitlements in addition to purchasing a home. Find out the hours for amenities, such as pools and tennis courts, to determine if they’ll work with your schedule.

If you’d think you'll want to share these facilities with friends or family, check the rules and fees that pertain to guest use.

An HOA may adopt one of several approaches to financial management. These choices mainly affect how it funds unexpected expenses or capital investments like replacing an HVAC system in a common area.

Some associations might keep a large cash reserve to pay for maintenance, repairs, or other issues. Others might have lower fees, relying on special assessments to cover unexpected expenses.

Here's how the assessment route works: When a major expense, such as replacing a roof or elevator, comes up—and the HOA's reserves lack the funds to pay for it—the association may charge each homeowner a special assessment. These levies can run into thousands of dollars.

Developments often draw up multiyear plans for repairs and capital investments, including their annual costs and the expected balance in the reserve fund when the outlays will be required.

Ask to see those documents, and pay special attention to how well the needed expenditures line up with the reserve fund balance. Professional help can be valuable when analyzing these spreadsheets.

The HOA should be able to provide this list. Ask if any special assessments are planned in the future. Note that economies of scale may mean that special assessments for a particular capital expense may be smaller in HOAs with many members and higher in smaller HOAs.

When contemplating a property purchase in a planned development, mortgage lenders will factor in the impact of its HOA dues on your overall finances. As they do with property taxes (which are not included in HOA fees at most developments), banks will consider your monthly HOA fees when deciding how large a mortgage you can afford.

Your prospective lender can provide the mortgage-payment figure, and you should already have the property-tax and HOA-fee numbers. If you’re just starting your home search—and don’t yet have relationships with any lenders—use an online mortgage calculator to estimate the likely mortgage payment for the principal you’re seeking, and enter other relevant information, including your planned down payment.

As in any community, disagreements arise within a planned development, sometimes over residents bending or breaking the rules. Before you buy, explore how rules are set and enforced and what penalties are imposed against rule-breakers.

HOAs are legal entities—some are businesses and some are non-profits—and have the legal right to enforce rules and issue punishments for not following them.

Sanctions can be strict. In some HOAs, the outcomes may include being fined or sued or having the HOA place a lien on your home. Pay particular attention to whether the HOA can foreclose on your property for not paying HOA dues or fines resulting from CC&R violations.

Ask about the process for resolving any conflicts and how the HOA manages additions to or amending the rules.

Request a list or other accounting of conflicts and rule violations the association has had to resolve. If that information doesn’t detail lawsuits, ask about those. Be sure to check for any past, present, or pending lawsuits involving the HOA. Also, review the outcome of these cases.

Since the association essentially serves as a hyper-local government for the community, it pays to look into who runs it and how well those people function together.

It's common for HOAs to be overseen by community residents who hold their positions as volunteers and are elected by association members. However, some associations are managed professionally. Here are some steps you can take if a private company manages the HOA:

Insurance provisions within a planned development can be divided. For example, the HOA might cover some perils or areas, with homeowners held responsible for the coverage of others. Check whether the HOA provides additional coverage as a perk for owning within the development.

Check the law for the state you'll be living in for precise requirements. Then, confirm the HOA for the property you’re considering is adhering to those requirements.

These are often mandated by state law. In Florida, for example, a condominium HOA must insure all common property, which includes every part of the building up to a unit's unfinished drywall. Meanwhile, the homeowner is responsible for insuring all personal property within their unit, including appliances, flooring, cabinetry, window treatments, and the like.

Catastrophe insurance is critical if you’re considering a purchase in an area prone to major natural disasters, such as floods, earthquakes, blizzards, wildfires, tornadoes, or hurricanes. You should also confirm if this additional coverage extends to the areas that are the homeowner’s responsibility under the HOA rules.

Living in a planned development—and being governed in part by the rules of an HOA—can be a mixed blessing. It offers the prospect of exchanging some control over your home for the reduced responsibilities of maintaining areas around it and for the benefit of enjoying shared amenities and security. However, you'll need to be comfortable trading the diverse look of a typical neighborhood for a more uniform appearance and the work it requires.

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2. Read the License agreement and click 'Accept' to continue the installation
3. Select 'Standard' or 'Custom' installation
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