Native ads and display ads are two sides of the same coin: they both serve the same purpose, but they are diametrically opposed due to a number of significant but subtle differences. Let’s find out by taking a step back and observing them from a distance!
State of Advertising: Constantly Evolving
Even as you read this article, advertising has gone through and is still going through changes. Advertising has grown at an exponential rate since the advent of digitalization. Most people believe that advertising’s evolution has come to a halt as a result of its massive shift from print to digital media. However, the reality is quite different.
Advertising has gone above and beyond to offer its audience exactly what they want to see in today’s world of scouting and targeting a specific audience using criteria such as geographical location, age, sex, tastes, preferences, and a variety of others.
The popularity of digital advertisements has skyrocketed. They can be found in a variety of places, including social media, everyday communications, and mail services. They can project on any screen that has an internet connection and electricity running through it.
When it comes to native ads vs. display ads, digital advertising has several advantages over its traditional counterpart. Print media had printing and preservation costs, and it took a long time to reach its farther-flung target audience. Print media also had no way of knowing how well their ads were performing because they couldn’t track them. It became obsolete soon after digital advertising became popular due to how easy it was to track the effectiveness of these ads.
The former also seamlessly bridges the gap between the consumer and the brand! Users can click on ads that catch their attention and be redirected to the brand’s landing page or wherever they want their customers to go.
But, before we get into native ads vs. display ads and everything that goes with them, let’s look at a type of ad we’re all familiar with: display ads.
Display Ads: Obsolete, but not quite!
Audiences of a specific website, social media profile, or other digital mediums are enticed to take action by display ads. They are made up of eye-catching graphics, text, and other elements. Users are encouraged to interact with display ads. The user is then redirected to the brand’s landing page, where they can make a purchase.
In the marketing industry, display ads are still relevant and are one of the most effective ways to generate public interest through mass targeting. Because of the convenience they provide, they are the first choice of marketers. The choice between native ads and display ads is a difficult one. Let’s look at some more ways that display ads make marketers’ lives easier!
- Budget Control: Marketers use display ads in a variety of ways. It’s because of how well they work with both low-budget and high-budget campaigns. Advertisements with a lower budget would reach fewer people than those with a higher budget. The adage “you get what you pay for” holds true here.
- Targeting: Marketers can target their audience based on their age, sexual orientation, gender, location, and other factors with display ads. With so much data at their disposal, marketers can easily identify the right audience for their brand and target their ads to that audience.
- Real-Time Performance Analysis:: It’s simple to analyse the performance of your ad campaigns because they provide you with information about how well your ads are performing. Because these ads are updated in real-time, tracking the click-to-action rate is simple.
- Versatility: Display ads come in a variety of sizes and shapes. They are diverse, and to have a greater impact on the audience, a combination of different display ads is usually used.
There are many different types of display ads. Display ads are classified into several categories based on the following criteria:
Types of Display Ads:
- Banners: Marketers’ most common and widely used ads are banners, also known as banner ads. In a “banner” format, banner ads appear at the top or bottom of a website. As a result, the name.
- Animated Ads: Animated ads, in addition to standard banner ads, capture the viewer’s attention with visual, moving elements. They can be short or long, depending on the campaign’s needs, and they can be combined with audio for added impact.
- Interactive Ads: Because interactive ads have embedded features that allow the audience to interact with your product, they are a great way for them to do so! These ads, which are frequently used by mobile video game developers, allow viewers to play a short trial version of the game before downloading it permanently.
- Video Ads: These ads, which are displayed on video streaming platforms such as YouTube, Dailymotion, and Netflix, contain a lot of information. In recent years, social media platforms have begun to incorporate video ads into their user interfaces.
- Interstitial Ads: These are full-screen ads that take up the entire user’s screen. They appear either after or before the user interacts with the website’s main content.
Advertising has not only progressed from traditional print to digital, but has also expanded to encompass every screen that surrounds us. It’s progressed to the point where we don’t even realise we’re reading and interacting with a paid advertisement while scrolling through our favourite platforms’ news feeds.
Native ads are advertisements that blend in with the rest of the content you see online. They’re a relatively new type of advertising, so let’s learn more about them.
Native Ads: Digital Advertising, but subtler
People have grown a little averse to digital advertising in recent years because it has come such a long way and is now present everywhere there is a screen. It’s due to general ad fatigue, as well as the fact that the general public’s saturation point is at an all-time high, with advertisements appearing everywhere as soon as we turn on our screens.
Marketers had to come up with a way to deal with this. Despite the fact that social media is the most popular place to advertise a business, marketers have noticed a decrease in the amount of time they spend on their ads. Not only that, but the massive competition for customers’ attention took a hit, as all of these audiences’ feeds were overflowing with sponsored content rather than user-created content.
Native advertising was born as a result of this. Marketers quickly realised that a banner ad and a paid ad campaign would not be enough to generate results. Even more so because Another brand was doing the same thing. When discussing Native Ads vs. Digital Ads, it’s important to understand what native ads are.
Native ads are non-intrusive advertisements that match the appearance and have appropriate buttons (or functions) for the space they are occupying. In simple terms, native advertising is advertising that blends in with organic content, looks and reads like it, but is actually a paid advertisement. These advertisements rely on the services of third-party websites that host them. It enables them to reach out to an audience that the advertiser would not have been able to reach through his traditional channels. There are several free native advertising platforms available on the internet for you to try out for your own brand!
Who do you think will win the native ad vs. display ad battle? Please leave a comment below!
To make these native ads work, marketers must design them to match the look and function of the third-party website where they will be displayed. Keeping these considerations in mind, these advertisements should still provide excellent content, as advertisements should. These rules must be followed at all times. These ads will be less effective and will stand out in a different way, defeating the purpose of native ads.
The Need for Native Advertising: Necessity
Boundaries, like everything else, are necessary. Digital advertising saw limitless possibilities in the screens that people interacted with. People spent more time on screens as the number of screens around us increased. People began to see more advertisements, and it was entertaining for a while! People, on the other hand, grew accustomed to advertisements. Then came the worst: they began to despise these advertisements. People began to dislike these ads because they appeared out of nowhere.
People are turning away from digital advertising because of the intrusive nature of these advertisements. Users on social media platforms began to feel like guinea pigs, constantly being pursued by these brands and denied their right to privacy. People began turning a blind eye to these advertisements in order to combat this.
With this aversion to advertisements, getting people’s attention was a challenge for these customers. Brighter colours and words that were large enough to fit their screens weren’t enough to get these people’s attention on social media. They had no choice but to try something new.
Native ads have found a place in the hearts of marketers as a way to be recognised by their online audience. These ads don’t advertise the fact that they’re paid, or at least don’t do so as loudly as banners or pop-ups do. Even if an ad is clearly a sponsorship, the audience was drawn to native ads because of their non-intrusive and non-disruptive nature.
Native advertising has proven to be a hit with social media users! Consumers spend 53 percent more time looking at and going through a native ad than they do looking at and going through display ads, according to statistics. Native ads outperformed banner ads, with the latter generating 18 percent more purchase intent and 9 percent more brand likeability. Marketers can now tell the difference between native ads and display ads thanks to these figures!
Native ads, like display ads, come in a variety of types and styles. Let’s take a look at the various types of native ads.
Types of Native Ads:
- Content Recommendation Widgets: These native ads appear at the bottom of most articles, directing readers to additional content. It enables brands to take advantage of a writer’s audience and direct them to the brand’s website or landing page.
- Promoted Listings: Before the actual search results, sites list products that sponsor the hosts and suggest them to the audience. When compared to other types of ads, native ads are more cost-effective for marketers.
- In-Feed Units: Within a publication’s article index, these units sponsored content. They’re visible in the middle of a video gallery. Despite their sponsorship, they blend in with the website’s natural form.
- In-Ad With Native Elements: These ads are display ads, but they help the publisher with context. An advertisement for a game may appear at the bottom of an e-sports article, for example. The article encourages readers to buy the product advertised in the commercial.
These are the most common types of native advertisements found on the internet. The debate over native vs. display ads will always be a topic of discussion among social media marketers. Marketers who are skilled at their jobs are well-versed in which types of advertisements work best in which situations. It’s because they have a better understanding of the advertisements that are currently circulating in the industry.
- Filtering Ads by Positions: allows you to search for ads in various locations across their websites, allowing you to find the best possible placement for your ad to maximise conversions!
- Real-Time Insights Tracking: Visit live ads directly from the platform and look into their insights in real-time to see how your or your competitor’s ads are performing.
- Data From Countless Ads from 15+ Countries: allows you to find the ads that are performing well in just a few clicks, thanks to the fastest growing database with millions of ads from various locations.
- Effective Search Algorithm: With such a powerful algorithm, you can find exactly the ads you’re looking for based on keywords/phrases/terms contained within them.
- Support for all kinds of ads: Photographs and videos provides support and data for all types of ads so you can figure out which ones work best for you.
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