Some people are calling native advertising an alternative to display advertising—or banner ads. New web media models such as BuzzFeed don’t run anything but native advertising. However, research by BNP Solutions on the effectiveness of native advertising used by business-to-business marketers suggests that banner ads appearing alongside the native ad can increase readers’ awareness of the native ad’s source.
When presented with content sponsored and prepared by an advertiser on a web page that included banner ads from the same advertiser, almost 75 percent of the research participants could identify and recall the native advertising. And of those who noticed, 30 percent were likely to click through.