Native Ad vs Display Ad vs Pop Ad

Pop Under

What is the difference between native ad, display ad and pop ad and what are they being used for. Let’s see how those digital ads formats work and compare them.

Display Ad

This one is quite well known and we’ve all been seeing it for more than 10 years already. It looks like a banner with picture and some text. Some of them only contain text and some kind of background.

What is Display Ads

Display ad can be static or dynamic. First one is just a png of jpeg picture, the second one may be animated gif, flash or html5 banner. Some of those are even interactive, so you can somehow influence on the objects within the banner.

Display banner doesn’t try to pretend being not an ad. It’s absolutely obvious and we often ignore it due to that.

When does its transparency comes in handy?

  1. When you make a really precise targeting. So you are absolutely sure you have the right audience, that is interested in your product and banner is absolutely clear. Those two conditions usually give high CTR and lower CPC.
  2. When you use display together with search ads. How does that work? Imagine, you are selling tanks. Your future customer reads an article on the website you’ve placed your banner. Then he goes to google, searches “buy a tank” and sees your another ad. Remembering your first banner on the website he liked, he decides your company is trustworthy.

Native Ad

Let’s exclude articles or projects made by media for some company’s sponsorship. That’s not native ad, that’s sponsored content. When talking about native ad we mean native format, the appearance which mimicks website content.

Native Ad

Is it something new? No, it exists since Google have shown first paid search result. It was a native banner, because it looked like normal search result. Many people still see no difference between real search results and paid though.

Another good example is Facebook promoted post. That’s also native form of ad.

So what is the “native” hype, that we see now? Well, regular websites and media finally realized that they can also use it. And that’s pretty much it.

What are native ad pros:

  1. Native ad is 52% more viewed than display. That means you actually reach more people, not just 1000 views from statistics.
  2. Users even look at native ads more than at editorial content since ad is more precisely designed to attract their attention.
  3. Purchase intent is 53% higher for native ads.
  4. Native ads that uses rich media increases conversion rates by up to 60%

Pop Ad

Pop Ad is ad that interrupts user experience. It launches by some trigger and forces user to see it. That’s actually one of the main reasons for ad blockers to appear.

Pop Ads

Pop up appears across the screen when user opens a page, clicks a link or is going to leave the page. There are a lot of triggers and all of them are obviously frustrating for a user. But pop ads are very cheap. Traffic is poorly targeted, not loyal and huge.

Pop under appears after user click a link. But it opens a new page full of ads under the target tab or page. So basically it opens two pages. The target one, that user wanted to reach and the one background tab he didn’t.

Pros of Pop ads:

  1. It’s cheap
  2. It’s huge

That’s it.


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