The mobile users have long been frustrated and put-off by incessant banner advertisements in the form of pop-ups or erratic appearances on the screen. The users seldom have any interest in them and very rarely do they actually bother about them. Most of the time it is just ignored and fails to either generate any revenue and in the process infuriates the users.  It is also not as of the publishers are very happy with the scenario. They have been equally vocal about a more erudite format for mobile ads. The age-old banner ads have been facing ridicule and flak for unwarranted clicks and in many cases leading to very obnoxious designs of the web page.

The time has come and both the publishers and the users have realised the importance of native ads, more so on the mobile platforms. In an effort to balance profitability and user experience, the publishers are resorting to native ads. Unlike banners, native ads present an opportunity where by the publishers generally do not have to make the choice between profitability and user-experience.

Unlike banner ads, native ads strike a perfect symphony with the original content irrespective of the platform. They merge in beautifully with the existing content and thus attract greater eyeballs than banner ads. If proper and meticulous planning takes place, the native ads also appear in perfect order, placed at just the right place, so that it is very easy for the users to navigate. They also endorse content which is engaging without altering the form and meaning of the website.

Some of the social networking sites like Facebook and Twitter have taken the lead and have presented a blueprint. The sponsored ads or app install ads have come a long way into establishing the importance and the subtle nature of native ads. For instance if you are using a sports-related app, the native ads appear which connect with your experience or a sponsored content surfaces that arrests your attention because it is related to the content which you are actually reading. This is the inherent advantage of native ads and the reason why they are becoming highly successful.

Native ads are now becoming the way forward, as the advertisers are hoping to increase their revenues by almost 25-30 per cent. Few publishers have already shunted out banners; for instance Yahoo has already announced to eliminate banner ads from all its platforms and focus extensively on native ads.

Banner ads were originally designed for desktops, and then subsequently found their way into mobiles. Since the mobile screens are small, the banner ads are very small and pop-up according to the configuration of the desktop without any regard for the content. Native ads hence offer flexibility, since they can be placed almost anywhere. Where on one hand the clicks on banner ads are accidental, very often the revenue generated is not planned, when it comes down to native ads, many clicks are because of the interests of the users.

The mobile-users typically have a very fleeting attention span, and hence the publishers cannot afford to infuriate them with unnecessary and unplanned banner ads. Native ads, if properly planned and put in place will be a win-win situation for both the publisher and the user.