If you’re not everywhere, you’re nowhere. Native isn’t an option anymore – it’s oxygen. Native advertising has often been misunderstood by brands trying to win in the digital space. For many, it was treated as just another format, between display and branded content. But native isn’t about niche targeting, audience persona, targeted reach, or even brand uplift. And it’s definitely not a branding campaign in disguise.
Native advertising, at its heart, is driven by one purpose: broad, scalable reach.
Yet, many D2C brands have approached native with a performance-only mindset. This has led to campaigns that are over-targeted, under-delivered, and quickly forgotten. In contrast, the BFSI sector quietly cracked the code, proving that when native is done right, it drives unmatched visibility and recall.
Where Most D2C Brands Went Off Track
Native ads are too often reduced to display banners, packed with product messaging but lacking meaningful context. Rather than integrating seamlessly with the content, they drew attention for the wrong reasons. As a result, users ignored them. Performance dipped, and the native was unfairly blamed.
D2C brands, in particular, focused on short-term conversions. Their approach leaned heavily on intent-based targeting, assuming that purchase decisions occur in a single click. However, most D2C purchase journeys aren’t that linear or intent-driven. And this is exactly where things started to fall apart.
What BFSI Did Differently
BFSI brands adopted native with a long-game mindset. Their strategy was built around three key ideas:
- Reach everywhere: Their ads were not limited to specific audiences or platforms. Instead, ads were present on all possible pages across the internet.
- Minimalistic KPIs: Campaigns were run on a CPC model, focusing on cost-efficiency, breadth of visibility, and high-quality clicks that reflected real consumer curiosity.
- Trust through presence: Users were consistently exposed to BFSI brands throughout their online journey, not just during moments of intent.
Rather than pushing conversion, BFSI focused on building recall. So, when the user finally decided to opt in—whether to buy insurance or invest—they remembered the brand that had been present all along.
Why D2C Needs to Rethink Native
It’s time D2C brands moved beyond bottom-funnel obsession. Consumers today scroll, compare, pause, and explore. Their journey is fragmented. And intent doesn’t always lead the way. If your brand is absent during their discovery phase, you’re out of the consideration set before the decision is even made.
Here’s the truth: Native advertising gives D2C brands a chance to be visible everywhere.
By appearing across relevant content, in formats users are already engaging with, D2C brands can drive awareness and trust, without waiting for intent signals.
The Right Way to Use Native: Lessons from BFSI
- Scale > Targeting
Over-targeting kills reach. Instead, go wide. Be present on all possible internet pages. - Presence > Precision
Native is not about hitting the perfect user. It’s about showing up consistently. - Context > CTA
Ads that inform or guide outperform those that only push products. - CPC + Consistency
A performance-friendly CPC model can still build brand memory if scaled properly. - Ubiquity > Exclusivity
Don’t chase only premium placements. Users trust brands they see consistently across platforms, not just in elite publications.
Conclusion: Don’t Just Target. Be Everywhere.
BFSI didn’t succeed with native because of better creatives or bigger budgets. They succeeded because they understood scale wins. By placing their ads across the internet, not just where algorithms pointed, they ensured brand recall at the moment that mattered.
D2C brands must realize this: purchase journeys are rarely intent-led. A user doesn’t always search before buying. They remember the brand that was already present.
So, native advertising must be bought, planned, and executed like a presence strategy. Your ad should appear not only where users are buying, but everywhere they are browsing.
Because in a cluttered digital world, if you’re not everywhere, you’re nowhere.
Adgebra is gearing up to launch a game-changing product, built specifically for D2C brands.
It’s designed to help D2C brands leverage native advertising the way it was meant to be used.
“Performance is the output, not the input or the process.”
Curious to see it in action? Check the demo here. (Mobile-only experience – kindly check on your phone.)
Stay tuned. Your native strategy is about to evolve.
Speak to the experts at Adgebra.
Because real native success, like BFSI’s, comes from strategy, context, and content that truly connects.
Check out more blogs >>
Native Advertising: Why Brands Love It, Hate It, and Are Still Confused By It
The Role of AI & Automation in Optimizing Native Advertising Performance
Mastering Native Advertising: A Strategic Guide to Choosing the Perfect Platform for Business
