Native mobile advertising is a results-oriented tactic that will bring many new advertisers into the growing market for mobile ads. However, it is still relatively new for many marketers. Here are some basics and best practices to get you started.
What is Native?
Native advertising is a form of paid media where the ad experience follows the natural form and function of user experience where it is placed. When it comes to form, native ads match the visual design of the user experience where they are places and feel like typical content. In terms of function, native ads behave like the site and act like content.
Native ads work well because they follow the ebb and flow of scrolling on mobile. They help do away with “banner blindness” as they are not interruptive messages that can take away from the user’s experience. In contrast to banners, native ads offer content in context to enhance the user experience.
Content in Context
Today’s consumers turn to their mobile devices to help make buying decisions and ask questions they need answered about products; and where they can make a purchase. Content based native ads are there to provide content to the consumer when they are looking to buy. Native ads are successful due to the fact they align the objectives of the consumer, site publisher and advertisers. They consistently produce better engagement and results
Mobile Native Formats
There are several formats to consider when buying and placing mobile native advertising – the ads can appear in-feed on social, content sites and commerce sites. Other popular placements include in-map, in-game, paid search, recommended content widgets and custom units. Each of these has their unique form and function that follows their native environment. Choosing the right format depends on your target audience and marketing goals and objectives. The key point is to make sure the site environment and audience is complimentary to your content – and marketing goals. For examples, you may choose social or content sites when doing a top of the funnel awareness campaign to drive content engagement. A commerce placement can be aimed at buyers further along the consumer journey and is focused on conversion to sales. In-map placements are great for location based marketing and so forth. The main thrust is to make sure the site you select is relevant for your marketing and sales objectives.
Best Practices for Native on Mobile
Targeting the right consumers is critical so be sure to use first and third party data to target the best audience segment for your messages and the desired call to action.
Ad creative is important because users are scrolling quickly which only gives you a second or two to engage. Good creative can drive results when using emotionally powerful images of people and scenes. Also, you need to write descriptive and longer headlines as studies has shown that more descriptive verbiage delivers better results. You can also leverage current social trends, memes and other viral content to increase your chances of instant recognition and engagement.
According to Sharethrough reading a native ad produces 308 times more consumer attention than processing the average banners. They also found that native ads delivered a 9% higher lift in brand affinity than banners and an 18% lift in purchase intent.