How native ads compare to traditional display ads [Infographic]

As advertisers know all too well, everyone hates being sold to and online ads can easily be ignored or increasingly blocked.

Native advertising offers a solution to this dilemma, providing a paid ad placement that follows the natural form and function of the user experience in which it is placed. In paper media, this could take the form of a paid article in a magazine. In the online world, this could be a sponsored blog post or an advertiser’s message showing up on your Facebook feed.

StackAdapt is a Toronto-based agency specializing in native advertising. It has placed branded content on more than 30,000 publisher sites such as USA Today, Reuters, and ABC News, and has completed more than 1,500 campaigns for their clients.

To show exactly how native ads compare to traditional display ads, the company released an infographic analyzing those 1,500 campaigns, which appeared on publisher sites.

The data shows that native ads are almost twice as likely to people to click. The much-lauded “Click-Through Rate” or CTR for native ads is 0.4 to 0.8 per cent, compared to 0.06 per cent for display ads – a 85 to 93 per cent increase.

Another key takeaway is that consumers who click on native content will spend, on average, 2 minutes and 25 seconds paying attention to it, which could help it communicate better.

See the infographic below, or learn more about the infographic from StackAdapt.

StackAdapt Infographic


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David Hamilton
David Hamilton
As a journalist, I delve into topics where technology and society collide. I’ve written for Canadian newspaper The National Post, and posted more than 3,000 articles on technology related to the Internet as a staff writer for trade publication the Web Host Industry Review. And I host and produce a podcast called Techish.

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