‘Why the Rise of Native Advertising Is Good for Everyone’ by John Chow
Chow says, “Advertising on the Internet takes on so many different forms these days. You’ve got the regular banner ads that have been around since the very early days. You’ve got sponsored content on nearly all the social networks. You’ve got pre-roll ads in YouTube videos, you’ve got email marketing, and you’ve got sponsored links on your search engine results page too.
And while reports of the death of the traditional banner ad have been greatly exaggerated, its relevance in this modern age of the Internet may be waning. Click-thru rates on these banners may not quite be what they used to be, though the brand awareness and exposure they provide can still give advertisers good value. That being said, if advertisers want to see better engagement and more conversions, it’s looking more and more like native advertising will take an increasingly large role in the world of Internet marketing”.
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