Let’s imagine you have just entered a new website. You commence reading and then, out of nowhere a pop-up appears, covering the website’s content and interrupting your user experience. Just the thought of it is enough to make your blood boil.
Pop-up’s will capture a consumer’s attention, but they also can temporarily prohibit access and engagement of online content, which can rouse frustration. After repeated exposure of pesky pop-ups, it motivates consumers to install ad-blocking extensions.
Although this creates ease for internet users, it is detrimental for marketers who utilise display advertisements online. It is forecasted that the increasing instalment of ad-blocking extensions will create a $12.1 billion display advertisement revenue loss by the year 2020.
This raises the issue of how marketers will be able to effectively advertise online.
The solution- native advertising.
This mode of advertising appears to benefit both consumers and businesses, as for consumers its less intrusive and more engaging and, has powerful results for businesses-
- Consumers are 25% more likely to engage with native ads than display ads
- On mobile devices native-ads have a click-through rate of 1% compared to 0.15% for regular ads
- 18% higher lift in purchase intent on native ads compared to banner ads
I prefer native advertisements because of their subtly and believe that pop-ups are becoming redundant. Do you consider native adverts to be superior to pop-up adverts, why/why not?
Next time you’re on social media, keep an eye out for native advertisements- please share your thoughts and experiences here.