Native advertising significantly outperforming banner ads

New research collated by UK native advertising specialist, ContentClick, shows that consumer engagement with native advertising is far superior to online banner ads.

The research, compiled from a wide variety of advertising and publisher sources, clearly demonstrates that {{native advertising is seeing click-through rates (CTR’s) nearly ten times higher than traditional banner display formats}}.

This figure is corroborated by ContentClick’s own native advertising network of 500 publishers which is averaging CTR’s of 2%, almost a ten-fold increase on traditional display ads. It also tallies with findings from Hearst Corporation which recently disclosed figures for native advertising within Harper’s Bazaar showing a similar ten-fold uplift.

The research, presented in a new infographic entitled the ‘best online ad placements’, also shows that UK advertisers spent a record £3 billion on online advertising in the first half of 2013. Other findings note that the average UK consumer is spending 43 hours a month online.

Alex Attinger, Managing Director of ContentClick, says: “Industry standard click-through rates – the rate at which an advertisement is clicked per 1,000 ad impressions – average 0.21% in the UK. Native advertising networks are currently outperforming this figure almost ten-fold. I don’t think there can be any greater argument for advertisers to test this media channel, especially when the return-on-investment has the potential to be so high.”

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