You’re more likely to survive a plane crash than click a banner ad.
That’s my favourite stat of 2013, thanks to Solve Media.
Faith in traditional digital display advertising is fast decreasing, with many experts believing that banner ads just don’t work. 60% of consumers do not remember the last display ad they saw, according to Online Media Daily.
Display ads don’t work because we’ve become used to ignoring them. They used to be an annoyance; a creatively barren distraction, but now we’ve trained ourselves, almost subconsciously, to glance down a webpage and not even notice them.
Mobile banner ads are far more insidious and harder to ignore. According to GoldSpot Media, up to 50% of clicks on mobile ads are accidental.
So what’s the alternative?
I wrote an introduction to the world of native advertising last November in which I discuss the various merits or otherwise of this content driven approach to advertising.
Here I’ll be presenting examples of this much argued-over marketing trend, and trying to ascertain whether there is any good or bad practice to be gleaned from the more popular native ads hosted on publisher’s sites.