With the growth of different digital formats, users are confronted with online advertising every day. This makes it more difficult for advertisers to reach a receptive audience. A number of phenomena and tools are making the job even more complex. How to avoid banner blindness? How do you reach Internet users in the face of adblocker use? Native advertising is the answer, thanks to its ability to immerse users in editorial content.
With the rise of online advertising, Internet users are confronted every day with numerous advertisements in all formats: display, banners, pop-ups and so on.
The Internet and the use of online advertising have become part of everyday life, and it's becoming increasingly difficult to capture their attention.
Banners located in the same place on different sites (most often at the top of a website page) have become easy to recognize.
Example of a vertical banner on Cosmopolitan :
The majority of Internet users therefore tend to naturally ignore these formats as they are looking for content.
This phenomenon may be conscious or unconscious. Internet users who see a banner at the top of a page or in a vertical position on the right-hand side of a page know full well that it's an advertisement, and will therefore not pay attention to it. The eye will instinctively avoid these locations. Indeed, the web user's primary goal is to find content to answer his problem, so he won't want to waste time looking at an ad.
Advertisers also have to contend with adblockers. Adblockers enable Internet users to block ads on a site, particularly pop-up ads, which are perceived as highly intrusive.
According to Statista, 30.10% of French people use adblockers to stop online ads appearing on their screen.
Despite attempts to prevent this by publishers and other industry professionals, the use of adblockers continues to rise.
Advertisers have had to rethink their digital advertising strategy in terms of format choice in the face of the rise of these adblockers.
With so many ways for Internet users to avoid or block advertising, native advertising offers an alternative solution to these problems.
Native advertising is emerging as the new, non-intrusive web format enabling advertisers to increase their visibility. It's an integrated format offering a number of advantages that won't detract from the user experience on a website.
This new native format, born with social networks and Google Ads, enables us to reach an audience through integration within editorial content that respects the publisher's graphic charter.
Native advertising generates higher CTRs. According to Bastien Galibert, director of advertising at SeLoger, "Native placements located between 2 ads generate a click-through rate 10 times higher than right-column blocks", and he is banking on this format to boost performance: "70% of our advertising impressions today are native ads".
Native advertising is also popular because it's a mobile format. Native advertising is therefore responsive and can be adapted to all devices: mobile, tablet and desktop. An asset not to be overlooked, given the rise of smartphone consumption.