Could it be true that banner ads and native advertising are not mutually exclusive? That these two different formats, the one that has been deemed over the hill and the other that is considered heir to the advertising throne, should not only co-exist but actually need each other to succeed?
Yes, in fact, it could be true. And it is true according to a study released by Yahoo Hong Kong.
The study, conducted by a market research consultancy, was based on interviews and eyeball tracking of respondents aged from 18 to 49. Results indicate that the two advertising formats should complement each other as they provide consumers with different impressions. According to the effectiveness study, native ads are more “appealing” than banner ads. Consumers spend between 32 and 36 percent more browsing time on native ads compared to banner ads. Quite simply, native advertising increases the digital marketing effect. 29 percent of respondents were able to recall messages from native ads. 57 percent said they were willing to do further online research to understand more about products and services, they had previously engaged with through native ads.
Banner ads, however, are not without their appeal. According to the study, banner ads have a richer visual impact, from graphics and animations, than native ads. They manage to grasp the initial attention of the consumer and provide more prominent branding with larger logo and product shots.
Sounds great doesn’t it? Both types of advertising are extremely efficient in their own way. Yahoo, a publisher, must be thrilled to have discovered that advertisers need to double-up on their advertisement budgets to take full advantage of native and banner ads, both of them deemed highly capable by this study which Yahoo, a publisher, just happened to release.
What to make of this study? Well.
It’s probably a little biased. Instead of searching for a comprehensive understanding of what consumers think of banner ads and native ads, the study provides something that resembles an idealization, where everyone likes everything. It’s not overly realistic. And perhaps even worse, it’s not overly useful in a time where digital advertising, native and banner included, faces all kinds of very real challenges.
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