Internet advertisement is the next marketing phenomenon that is outpacing traditional style of marketing and campaigning methodologies. It’s a constant changing business and marketers should keep their eyes open to inherit the latest performing style of digital advertising. Native advertisement is one such great example and it’s clearly dominating over banner and other standard style of ads.
But, what is native advertisement? Unlike traditional stereotypical display ads above ad below of content, native ad is generally a part of the content and complements the whole topic. Banner ads have proven to be successful in the past though, the selection of displaying banner ads is generally irrelevant to content. Most of the times these banner ads are remain inline with users’ current interest, which is captured by tracking his browser’s cookies and history. Visitors are flooded with such banner ads and the internet users are finding it irritating to bump with similar banner ads on almost every site on internet.
With that being said, native ads offer visitors a fresh experience to explore web pages. Native ads are embedded with webpage’s content but stay relevant to content topic and subject. Additionally, such ads carry complimentary message to content and present an overall rich experience to visitors. More importantly, native ads could also be rich content, images or video that are designed to fit at the middle of the content without pausing the reading flow. In fact, by being placed between the content, native ads are more likely to generate higher engagement than banner ads.
The below infographic from IDG highlights few major aspect of native ad’s adoption and its catching the eye balls of web page’s visitors and resulting in higher engagement. Few take away from the findings:
52% consumers looked at native ads more frequently, in comparison to banner and other traditional style of online ads.
Mix of rich media and native ads could result in highest level of engagement and clicks as native ads were viewed 4.1 times in a session and rich media ads have 5X engagement rate.
59% of Media buyers say native ads are very important and 49% are willing to buy it.
Creative agencies are also betting on native ads as 70% agencies rank user experience as the most important aspect.
Rich media ad demand is doomed to grow as 51% ad agencies said that their clients are requesting more such ads than static ones.