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<aside> 🗣️ Given that you ended up here, I bet you’ve been exposed to an ad online within the last 10 minutes. If you’ve been browsing The New York Times, Buzzfeed, Vogue, or any other publisher today, chances are those ads are a mix of display and native.

These types of ads appear across websites and apps but many people get them confused because they appear within many of the same environments and have a number of similarities.

They do, however, have distinct qualities and their own set of unique strengths. Let’s break down display and native ads so you can learn how they work and how they best fit into your media plan.

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What are Display & Native Placements?

Display Ads

• Display ads appear on websites and apps throughout the web. They started out as “banner ads,” which were those advertisements located at the top of a webpage. Now, that specific term just refers to one size of display ad (468x 60).

• Display ads can be static or video and they come in lots of shapes and sizes.

  Typical sizes include 250x250, 200x200, 468x60, 728x90, etc.

  The entire asset is included in the image or video and there’s no additional copy, brand logo, or CTA added.

• Display ads tend to have a lower CPM and a very low CTR. They can be great for building up a lot of impressions and frequency which helps aid awareness. Certain types of display ads, typically dynamic units like the one here to the left, can also be used for retargeting.

  • What are CPM and CTR?

• One of the concerns with display advertising is that viewability can be an issue. Sometimes impressions can be tracked when the ad is not able to be seen. Certain DSPs allow you to set viewability standards in order to better track impressions based on when an ad is “in-view.”

• Critics claim that display ads are annoying and intrusive, especially when they pop up on a users screen while they’re consuming content.

• Since click-through rate is low, most conversions tracked through display advertising are view-through. This can make it difficult to track the effectiveness of this type of ad in some platforms. We like to use CM360 to track display impressions and understand user behavior post-impression.

Native Ads

• Unlike display ads, native ads tend to have a higher CTR and can be more effective at driving website traffic.
• Native ads can be a great place to promote editorial content.
• There’s a more limited supply of premium inventory for native content, so it can be more difficult to scale to really high budgets.
• Unlike display, where the entire asset lives within the image, native ads bring together different assets: logo, copy, and imagery to blend into their placement, wherever it should appear.