Native vs Display Advertising: Comparing Types of Programmatic Advertising


Pixaura | News

2021-12-01

Step one for anyone looking to advertise their business is to review studies on the best advertising methods. Since 74% of people claim to be tired of ads, it’s important to strike the right balance!

There are the two main types of programmatic digital advertising: native and display.  The question is, what’s the difference? Read on to find out about native vs display advertising.

Display Advertising

Display ads are one of the methods of digital marketing you may have noticed most.

Think of the banner ads that often used to pop up on websites (though this happening less and less). They would advertise a product or service that may have something to do with the page you’re on. And they would be extremely hard to miss.

That is a display ad.

They could also be in the form of videos or pop-up ads.

With five clicks per ten thousand impressions, they don’t tend to drive as much traffic as companies are hoping for, on average. They are great for brand recognition and awareness though, and should be part of your strategy. 

Native Advertising

Native is the softer choice when it comes to programmatic ads. They usually match the content and tone of the page they’re posted on, so there isn’t as a jarring change. Often, they appear to be informational in nature instead of an advertisement – this works a lot more subtly to persuade the target customer. A word of caution: it’s important to provide value with the landing page of a native ad. Don’t pull a bait-and-switch just to drive traffic.

Backlinks in webpages that take you to another service are counted as native ads, as well as social media sponsored posts on influencers’ pages.

Which Is the Best Form of Programmatic Digital Advertising?

27% of American internet users block ads when browsing online. Although ad blockers are a little harder to use on mobile, display ads often aren’t mobile-friendly.

Ad blockers can’t pick up on native ads as well. The clickthrough rate for display ads also tends to be very low, whereas native ads, in general, have a higher chance of persuading a consumer to do something.

Ultimately, whether you choose to employ native ads or display ads as your programmatic advertisements is up to you, but there are clear advantages to one of them. 

Display ads mean that the person can’t miss what’s being advertised, though they’re less likely to click unless they truly need the service or product.

Native ads work in a much subtler way, but they aren’t as in the user’s faces which makes them less likely to take an instant dislike to the ad.

Display ads, however, may work better if the product or service is highly related to the page the user is on, making it highly desirable for them.

Advertising Is Complex

The important thing to remember is that there’s a lot that goes into advertising. There are a lot of factors that go into a clickthrough rate and whether someone ends up actually making a purchase, and it’s essential to consider all of them.

However, the type of ad used is a definite factor and you should bear it in mind.

If you need some help with your programmatic digital advertising strategy, contact us today. We can help you decide which kind of ad is best for your service and guide you through the process to improve your business!