Both banner and native ads are excellent tools to capture the attention of audiences online, but it is important to understand that they are two very different things and each have their own unique benefits.

What Are Native Ads?

Native ads should fit in seamlessly with the surrounding elements on a web page. Native adverts usually feature a title, a thumbnail image and a call-to-action. As this Insider Intelligence article highlights, native video ad spending has increased significantly, rising to more than $38 billion in 2023.

As they are usually placed on a web page surrounded by other content that has some relevance to the topic of the native ad, it is essential that every creative element within the ad is designed to stand out from the rest of the page. However, there is a fine line to tread here, because native ads shouldn’t be disruptive in any way to the overall online experience of a user, as this will put them off and drive them away.

What Are Banner Ads?

Banner ads are meant to stand out. Even the most straightforward banner ads typically feature both image and text elements, but HTML5 banners can also be equipped with animated and/or interactive elements to capture even more attention.

The most compelling and successful HTML5 banners also feature a compelling call-to-action which encourages an intended audience to click through and complete an action, such as making a purchase or signing up to an email list to receive more information about a specific product or service.

Both banner ads and native ads have a place within a wider digital strategy. When it comes to deciding which option is best for you, it is important to think carefully about what you want to achieve and use this information to inform your decision.