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Battle of the Ads: Native Sponsored vs Standard Advertisements

Written by Sharoon Emmanuel

The year 1994 carries historical importance in the world of digital advertising because of the publishing of the very first display ad by AT&T. Display ads have been around for over two decades, the term ‘native advertising’ was coined in 2011.

Related: - Display Advertising Services in Dubai

Now, native advertisements are giving a tough competition to display ads, taking the throne as the leader in online advertising. Studies reveal that native ads are viewed 52% more than regular display ads and they massively contribute to ‘brand lift’ as compared to display ads. With skyrocketing spend, the online advertising share of native ads is expected to rise to 74% by 2021.

To help you better understand the differences between native & display, let’s take a closer look at each one of them.  

What are Display Ads?

Display advertisements are ads that appear in the online space. The most common types of display ads consist of hyperlinked banner ads, image-based strip ads and pre-roll video ads. These ads can be set up and managed by a display advertising agency via Google Ads, formerly called AdWords. They are usually located at the top of a web page, internal pages and side spaces. With the evolution of web design, display ads have broadened their spectrum to a wide range of shapes and sizes, interactive elements, pop-up functions and more.

The performance of display ads can be measured using different metrics such as CTR (Click-Through-Rate), the effect on brand awareness and intent to purchase. Display ads owing to their interactive capabilities are famous amongst performance marketeers and they consider it an important part of their online marketing strategy.

What Do Google Display Ads Look Like?

 

The Do's & Dont's of Display Ads

What are Native Ads?

Native ads are similar to Google’s display ads with the only difference being that they are part of the content being viewed. i.e. more editorial feel with matched content, recommendation and relevance. They are offered by publishers that have either integrated AdSense Native ads or use their own publisher-specific platforms for ad placements.

Native ads are offered by the sales teams of these known digital entities based on pricing models such as CPM (Cost Per Mile or Thousand Views) or CPC (Cost Per Click) etc.  Native ads normally appear as sponsored content posts in social media news feeds, blogs, videos, listings and others.

Related: Programmatic advertising services in Dubai

What Do Native Ads Look Like?

Though being a fairly new, native advertisements have taken online ads by the storm They are highly engaging, and exceptionally suited to mobile, with a click-through rate of up to 0.38% for premium ads. As far as desktop is concerned, the average CTR is 0.16% – half as less as that of mobile.

Also Read:- What publishers need to know now about creating a better ad experience

 

 

Key Differences Between Display & Native Ads

 Native Ads

 Display Ads

 Offers an editorial feel

 Looks purely paid

 Soft Sell

 Hard sell

 High Click Through Rate

 Slightly Lower Click Through Rate

 Traffic centered ads

 Best for retargeting campaigns

 Fair cost

 Fair Cost

 Effective

 Effective

 

Related: - Native Advertising companies in Dubai

What’s Better: Native, Display or a Hybrid?

In an ad-saturated digital world of today, pop up ads are observing a 73% disapproval rating with 64% of viewers claiming them to be annoying. Due to the massive flux of ads, there are an estimated 500 million downloads of ad blocking software to avoid ads. Native advertising, on the other hand, has carved a comfortable, and less flagrant niche. Owing to the boom of programmatic native advertising, it wouldn’t be wrong to say that native ads will overtake display ads in near future.

To learn more about how our Dubai based digital media agency can help you with programmatic native advertisements, give us a call at +971 (0)4 338 8823 or shoot us a mail at: - info@bestercapitalmedia.com .  We will help you draw out maximum ROI leveraging the advantages and strengths of both display and native advertising via our integrated their online marketing strategy.

 

 



Originally Published March 7, 2019 12:00 PM, Updated March 7, 2019.



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