Native VS Display Ads: What are the differences between these 2 formats?

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What are the differences between native advertising and display advertising?

• Typology

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.

• Device

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

• Objective

Native advertising is suitable for branding and the acquisition of traffic to its site.

Display advertising is an interesting web format for retargeting campaigns.

• Performance

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%

• Advertising investment

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%.