Step Aside Banner Ads, There’s a New Kid on the Block (Sort Of)

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Photo courtesy of Yahoo Pressebilder, from Flickr

There is a new type of advertising that is taking digital media by storm and producing consistent and effective results for advertisers. You most likely already know what native advertising is even if you do not know what it is called. Native ads are simply display ads that live nestled in the text of articles and within our news feeds on Facebook, Instagram, and Twitter. Not only are these ads relatively fresh to the eyes of a prospective audience/demographic, but the also perform better.

Overall Performance

According to statistics from Sharethrough, native advertising is a powerhouse performer compared to older, outdated models of digital advertising. This is huge in the world of advertising when most consumers are becoming numb to the tired worn out display and banner ads they are used to seeing. Native advertising has produced some staggering results that can’t be ignored.

  • 25% more consumers looked at native ads within feeds opposed to banner ads.
  • 32% of consumers reported that they would share a native ad with family or friends compared to 19% for display ads
  • Native ads present an 18% brand lift with intent to purchase

Resistant to Ad Blockers

Native advertising also offers a way around ad blockers. Most ad blockers at this point only target display ads simply because the only thing that differentiates native ads from editorial or social media posts are design elements. Ad blockers cannot detect native ads and therefore are unable to block them. This is great news for advertisers because now they can rest assured knowing that their marketing dollars are actually at work!

Unique to Platform

Many people within the marketing industry prefer native advertising not just because it is more effective, but also because it is unique to the platform it is on. Often times it is exclusive to that platform as well, so advertisers can hone in on specific demographics. If you want to sponsor a tweet, twitter is the only place you can do that. This is an unique advantage is designed to make the advertising not seem so forced and out of place. Consumers also appreciate this more because they have the option to look at it and then continue on if they decide to.

You CAN Teach an Old Dog New Tricks

Although native advertising may sound like a hot, new type of advertising, it most certainly is not. “Native advertising” at its core, has been around for a long time. It has not been around for long in a digital sense, but it IS essentially advertorial. Companies have been paying for sponsored content and advertorial for years now, but it has been given a sleek new name for its digital implication.

With advertising becoming more and more aggressive as time goes by, marketing experts need to come up with more potent types of advertising, even if that means teaching an old dog new tricks.