“People don’t read advertising — they read what interests them, and sometimes that’s advertising.”
– Howard Gossage
Over the last several years, there have been many reports on the ineffectiveness of banner ads. Ad recall from banners, even viewable ones, is very low. Time spent is down to mere seconds. And viewability now sits below 50%.
It may be time to think outside the banner box.
Native advertising is a great alternative. It allows us to break away from our print and digital ad campaigns, and explore a more editorial or PR-like approach. Native ads reach key audiences while they are in a focused mode of discovery. Readers see native ads as editorial headlines, which helps elevate brands to a thought leadership position. And because they are read, messages are hard-coded into long-term memory more effectively, increasing recall and brand affinity, as well as creating an elevated intent to purchase.
Because the benefits of using Native are so strong, it’s no surprise that Native display spending is estimated to outpace non-native display this year. And the projections are indicating that Native will make up 74% of all display ad revenue by 2021 (Source: Business Insider), most of which will be in social media feeds. So keep your eyes peeled the next time you are in a newsfeed, mobile website, or even e-newsletter. You may be surprised at how many brands have already jumped in feet first.