Display vs. Native
When you think of advertising, more than likely there are 101 different ideas that immediately rush to your mind whether that be TV commercials, radio, billboards, or digital advertising. In today’s society, a mass number of people become irritated at the thought of ads and do everything they can to ignore them either by muting the television or changing the radio station. Advertising is complex and has many different mediums of which makes it that much more challenging for advertisers and marketers to craft the perfect strategy and engage their audience.
When you break down the mediums of advertising and dive specifically into the digital sector, there are numerous ways to attract your audience but specifically, display and native advertising are two somewhat similar but also extremely different strategies that have exceptional outcomes.
If you are online and see a banner ad, that is display advertising. According to ThriveHive, display advertising is a form of pay-per-click advertising which appears on websites that are relevant to your product or service. It is usually a picture with a company’s logo accompanied by text. Companies make it is very obvious that it is an ad and if you click on the picture, it will take you to an advertisement site.
Native advertising attempts to blend in with the websites content and does not stick out as being disruptive to the user. According to Outbrain, marketers are favoring native advertising because it does a better job at building trust and engagement with prospective customers. Admachine found that native ads are 52% more viewed than display ads. This could be due to the fact that a majority of people subconsciously ignore banner-like information which is known as banner blindness.
Although both display and native advertising have their unique benefits, it has been proven that native ads are continuing to be preferred due to their success rates. This, alone, is persuading advertisers to choose native over display. Overall, display ads are still found all across the internet but their reputation could begin to take a downward turn in the near future.
If you are a company that is trying to decide which form of advertising is best to attract your audience, make sure to take the time to research and consult with a professional for advice. Making the wrong marketing decision could negatively affect your company and the public’s perception of your ads.