You’re skimming your favorite tech website and settle on an article about ways to save money on your cell phone bill. This is good information so you read it without noticing the notation that says it’s a sponsored story from T-Mobile. Or more accurately, you don’t realize that you’ve noticed. Your brain caught it, processed it and now associates T-Mobile with saving money on your phone bill.
Ah, the insidious power of the native ad. I’m not saying this is a bad thing. . I’m saying, it’s a thing and it explains why native ads are more effective than banner ads.
Native ads make natural connections – banner ads are disjointed connections. Which one is the brain more likely to latch on to?