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Display, Text or Native: Which Ad Type Is Right For You?

September 19, 2019  •  By: Renee Chemel

native or display ads for your email marketing

PowerInbox offers two main types of ads: display and native. Choosing the right ad type for your content and email template goes a long way to supporting higher conversion rates. But, how do you know which is the choice for you? In truth, all of these ads have something to offer, and you’ll probably use each of them in different ways. Here’s what you need to know about these ad types and the differences between them.

what ad type is right for you?

Display Ads in Email

These look a lot like the banner ads you might see on a website, but they’re included in emails. Placement is at the top, to the side if the email is designed with columns or on the bottom of the message.
If your entire ad fits one of the following size formats, then display ads via email are an option:

  • 300 x 250, which is almost a square and works well for side placements or placements alongside other images at the top or bottom
  • 728 x 90, which is a slim horizontal rectangle that can provide a discreet ad at the top or bottom of an email without interfering greatly with readability on any type of device
  • 970 x 250, which is a larger rectangular ad that can be used when more imagery is required

In any of the above cases, the ad image size must be 1MB or smaller to ensure emails load and perform well. Otherwise, users may delete them without reading any of the content, which is bad for advertising and publishers alike.

Display ads are flexible and offer tried-and-true functionality. People usually inherently recognize them for what they are, and as long as they don’t intrude on the email experience and they’re relevant and high-quality, they aren’t overly bothered by them. In fact, many will click through on ads that they find interesting.

Choose display ads when you want to test ad content, have a product or service that’s highly relevant to the email subscriber base or rely heavily on images to engage the user.

Native Ads: A Seamless Blend in Content

Native ads are designed to look like part of the email content, which helps ensure people read and look at them. The size and design of this content ranges widely because it seeks to mimic other content in the email or newsletter. For example, if the newsletter is sectioned into topical highlights with links to a longer article, a native ad would be the same type of content and link to a landing page.

The biggest downside of native ads is that they come with strict requirements for marking them as sponsored or paid-for content. That’s not necessarily a bad thing, as being transparent about the content helps improve reader trust, making native advertising one of the most highly engaging and effective options.

Choose native ads if you can work closely with publishing partners to create advertising that slips seamlessly in with their other content.

Within one newsletter template the publisher may even use both native and display. PowerInbox can help you understand your ad options and launch advertising campaigns that drive business goals, including increased traffic and revenue. Follow the link to learn more about the differences between native and display campaigns or contact us today.

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Your direct-sold ads in email that easily translates into money. How? Check out AdServer for Email.

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Get the inside track on the latest AdTech & MarTech news, trends and strategies.

Blog Form

Your direct-sold ads in email that easily translates into money. How? Check out AdServer for Email.

Drive revenue in every email you send. Learn how with RevenueStripe.