What are the differences between native advertising and display advertising?
Native and display advertising are distinguished by their format. Indeed, native advertising is a format that takes up the design of the environment where it is broadcast. Display ads or display advertising is a static format that is more easily differentiated: square image, video, banner. It is recognized by its format, which differs from editorial content.
Native advertising is a responsive format and adapts perfectly to mobile. It is a chameleon advertising format because the visual adapts to all media (tablet, computer or smartphone).
Display advertising is a static format that does not adapt to mobile. Display formats are therefore more relevant on desktop. Advantage
Native advertising is suitable for branding and the acquisition of traffic to its site.
Display advertising is an interesting web format for retargeting campaigns.
Native advertising has better performance in terms of CTR (click-through rate). According to Smart Insights, the average CTR of this type of advertising is 0.74% (format served with Google Ads and Social Ads).
The ad would have an average CTR of only 0.05%
Native ads represent 267 million euros of advertising investments in 2020, i.e. 23% of advertising purchases, and are growing by 5% compared to 2019.
Display ads represent 873 million euros or 77% of purchases but are experiencing negative growth of 4%.