53% more views than traditional display advertising A recent study suggests that native advertising is growing at a rate of 34% per annum. This is not surprising given another study which found that native advertising received 53% more views than traditional display advertising.The Native Advertising Institute defines advertising as – ‘paid advertising where the ad matches […]

53% more views than traditional display advertising A recent study suggests that native advertising is growing at a rate of 34% per annum. This is not surprising given another study which found that native advertising received 53% more views than traditional display advertising.The Native Advertising Institute defines advertising as – ‘paid advertising where the ad matches the form, feel and function of the content of the media on which it appears’.Product placement (as in movies and TV programmes) is an interesting form of native advertising.Native advertising differs from traditional display advertising in that, despite being paid or sponsored, it looks like standard editorial. In this way, it is more attractive to many readers and gets past ad-blockers which are becoming increasingly common throughout the world.The strengths of native advertising include: It avoids ad-blocker technology It can engage and educate It is more credible than traditional advertising The limitations of native advertising…