Générez 5x plus de candidats qualifiés
The world of HR marketing is changing rapidly and employers are constantly looking for new technologies to meet their recruitment goals. One of the most important decisions employers have to make is to choosing between native ads and display ads for their HR marketing strategy. Both technologies have their pros and cons, but which is best suited to your recruiting needs? In this article, we're going to look at the pros and cons of these technologies to help you make the right choice for your HR marketing strategy.
What are display ads?
Display ads are visual ads in the form of graphics in various formats and sizes. These ads are effective in promoting specific products.
Display ads often show physical or virtual products as well as the brand logo.
The first advertising displays were banner ads, advertisements based on images and hyperlinks in the form of a horizontal band, usually located at the top of a web page. Subsequently, as web design became more complex and creative, advertising displays evolved into a range of shapes and sizes, and included videos, interactive elements, pop-up functions, etc. Today, the term “banners” simply refers to a specific size of display ads among the twenty or so IAB formats required for display ads.
Display ads generally have a low click rate - only 0.05% across all formats and platforms.
Display ads have an effect on brand awareness and purchase intent, which is why marketers use them as an important part of their online strategy, especially in e-commerce retargeting campaigns.
What are native ads?
Les native ads are advertisements whose appearance and form resemble the natural content of the medium on which they are broadcast. As these ads blend seamlessly into the content of the website, they appear to be organic content and are therefore less invasive and less aggressive than the display format.
This format captures the interest of the target audience giving the brand the opportunity to Tell your story.
Although native advertising is a relatively new advertising technology, it has established itself in the online advertising industry. Native ads are very engaging and perfectly adapted to mobile, with a click rate of up to 0.50% for premium native ads viewed on a smartphone. On a desktop, the average click-through rate is 0.25%, which is half that of mobile, but much higher than that of display ads.
Native advertising is therefore an effective way to generate traffic to a website.
The different types of Native ads
Native ads are generally classified into three different groups:
Ads integrated into the feed (In-feed ads)
These ads are integrated into content items, social feeds, or platforms. They blend into the publisher's content and create a non-disruptive user experience.
Although the ad has the appearance of an “article like any other”, it is separated from the organic content by an advertising label. When a user clicks on the ad, they are taken to the sponsored brand's landing page.
In-feed ads are now one of the main ways to deliver ads at scale on the web, and their non-disruptive nature allows for up to 10 times higher click rates than banner ads.
Content recommendation ads (Content recommendation ads)
Recommendation ads are displayed alongside editorial content or other ads in a recommended format. These ads are usually at the end of an article and feature various ads or suggested content.
As with an in-feed ad, once users click on the recommendation ad, they are taken to the sponsored brand's landing page.
Research and promotion ads (Search ads)
Another type of native ad is what's called a search ad and it's one of the oldest forms of native advertising.
Search ads are paid text ads that are often seen in search engines such as Google or Bing, or on meta search engines such as Indeed. These promotional ads are based on keywords that a user has searched for and appear above natural or organic results.
They are considered a form of native advertising because they correspond to the form and function of the page.
Search is also ideal for geographic targeting and for finding users at the same time they are looking for a product or service.
Ads integrated into the social feed (Social ads)
Social media marketing in news feeds is the most famous form of native advertising. Sponsored posts target a specific audience directly in the news feed or are suggested through current topics.
The differences between Display Ads and Native Ads
The future of native advertising
In an ad-saturated world, where pop-ups are 73% frowned upon, 64% of people say ads are annoying or intrusive, and where there are an estimated 500 million downloads of ad-blocking software, native advertising has carved out a comfortable and less intrusive place for itself.
With the explosion of the programmatic advertising, native ads are overtaking display ads and the number of media offering native ad placements is increasing exponentially. Native ads should become as common as television advertising or street advertising.
By 2025, spending on native advertising is expected to increase by 372% compared to 2020.
How does Native Ads serve your recruitment campaigns?
Native advertising is a powerful tool that allows marketers to build and strengthen their brand.
Seeqle's AI-powered HR Programmatic solution offers a summary of the best technologies in the HR and Programmatic fields, in a single solution. Native ads is perfectly exploited by Seeqle technology in order to promote your employer brand, your job offers or your training courses, with the right candidate, in the right place on the web and in the most pleasant and natural format.
Make an appointment with our teams to test our recruitment marketing platform directly.
PS: Don't miss our news and events 👉 Follow us on LinkedIn
