Programmatic Native vs Display Advertising – 5 ways they differ

Display ads have been a go-to option in digital advertising for many years, and they have been effective.

But native ads have gained popularity since their inception too and provide engaging ways of promoting high-quality sponsored content.

What’s becoming increasingly popular is having a powerful combination of programmatic and native which enables advertisers to promote advertisements that gel well with surrounding content, at scale.

What are Display Ads and Programmatic Native Ads?

Display Ads sometimes known as banner ads are creatively designed images or photos that generally appear next to (or near) editorial content. Viewers can click on the ad, a process that typically leads them back to a landing page.

• Programmatic Native Ads: Native ads mimic the look and feel of editorial content and are carefully designed to fit the form and function of the supporting platform. There is a subtle disclaimer like ‘sponsored’ or ‘promoted’ to disclose that they are ads. Programmatic adds more power to native ads by leveraging machine learning and contextual signals to customize them according to user preferences and placing them at appropriate places.

Which one is better?

Display ads have been the main component of any marketer’s paid advertising campaigns, but they are gradually losing steam as the industry is embracing programmatic native ads. What has caused advertisers to be wary of the tried and tested Display Ads? Is programmatic native now the solution to capture the rapidly evolving digital advertising industry? Or is it the end of the road for Display Ads?

Here are some thoughts.

1.       Consumer Experience and Engagement

2.       Efficiency

3.       Reaching Multiple Market Segments

4.       Brand Awareness

5.       Technology Readiness

Native ads build deeper connections, but require more creative work, while Display Ads have the same static creative on all impressions. In native, creatives are blended with editorial content, but the consumer may feel cheated if the distinction between sponsored content and true editorial content is not clear.

Native ads supported by programmatic seem to be a win-win for all. With audiences using Ad blockers or ignoring ads, Display Ads are no longer a sure shot way to reach the audience. It’s still not the end of Display Ads though, as it will take a lot of time (and investments) to fully migrate to Programmatic Native Ads. And who knows, the user may get immune to them too

Read More at https://www.martechadvisor.com/articles/display-and-native-advertising/programmatic-native-vs-display-advertising-5-ways-they-differ/