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Are native ads more effective than traditional display banner ads?

What is native advertising?

Native advertising operates as a display format but where the ad experience follows the natural form (visual design) and function (content) of the user experience in which it is placed.

Increasingly, top web publishers are deploying these new “native” ad formats. Major social media platforms including Twitter, Facebook, Foursquare and Tumblr, have focused their monetization strategies around these new forms of online ads.

Types of Native ad integrations

(established by IAB Native ad task force)

custom-content-units-roi-marketing in-feed-native-ads-roi-marketing search-promoted-listings

A study shows that Native ads are more effective than traditional display banner ads

Sharethrough/IPG Media labs surveyed 4,770 consumers globally and used latest eye-tracking technology to assess the attention of 200 consumers to better understand users visual attention and attitudes clearly for native ads vs. standard banner ads.

Their key findings are the following:

  • The 200 consumers looked at native ads 53% more frequently than display ads.
  • Among the 200 consumers, 25% more consumers were measured to look at in-feed native ad placements (the most common editorial native ad format) than display ad units.
  • 32% of the 4,770 consumers said the native ad “is an ad I would share with a friend of family member” versus just 19% for display ads.