In with the new out with the old is what many advertisers and marketers are saying about banner ads. The fresh approach quickly taking over is native ads.
You may or may not initially be aware when you come in contact with a native ad. They are inconspicuous compared to the bright and interruptive banner ads.
Lets first evaluate their visual differences then we’ll discuss the difference in logistics.
Banner Ad vs. Native Ad. (Pinterest)
Where they are found
It is dubbed “native” advertising because it is not an interruption. Instead the ad is organically targeted to a relevant audience in the form of useful content. In other words, the ad looks and reads like it is native to the site/platform, not a pesky intruder. This type of advertising is utilized on “Closed” and “Open” platforms. An example of native advertising on a “Closed” platform is when someone builds a profile within the platform. From within the borders of that platform they promote their content. The closed borders begin to dissolve with things like widgets that recommend what to read to viewers on other platforms appear. This brings us to “Open” platforms which is when a content creator’s content is transitive among other platforms. Virurl would be an example of an “open” platform. Virurl presents pieces of content on a platform and users are incentivized to share it among various social media platforms making it “open”.
The basis of native advertising is content promotion. This works because it aligns with the business models and missions of content creation and sharing sites like Twitter, Tumblr, etc. In addition to sufficing the human experience.
The three integrated components that make up a native advertisement:
Visually Integrated- Often this is seen on “Open” platforms. Ex: a youtube video on embedded in a blog post
Choices- People don’t like to be told what to do, they like choices. To click or not to click, that is the question?
Content-Actually offers insight via humorous, fascinating, useful,odd, etc. content