Hearing a lot about mobile native advertising lately? That’s because it’s very effective, and consequently, rapidly growing in popularity. In fact, Business Insider cites estimates that predict that “native ads will account for 63 percent of mobile display ad revenue by 2020, up from 52 percent in 2015.” That’s significant growth for a set of ad formats that barely existed before last year.
You know what native advertising is – it’s that polite kind of advertising that matches the form and function of the site on which appears. Think sponsored posts on Facebook, paid search results (AdWords) on Google etc. Most people like these ads because they’re complimentary to the content their consuming, versus some ad formats that interfere with their content.
What is Mobile Native, and How It Different?
Well, mobile native is pretty similar to the native you’re used to, but per the Mobile Marketing Association’s definition, there are subtly different flavors: Mobile native ads “are complementary to the core six IAB native ad formats: in-feed units, paid search units, recommendation widgets, promoted listings, in-ad (IAB standard) with native element units and custom /”can’t be contained”…Because mobile has unique device capabilities, the MMA native ad formats are designed specifically for the mobile marketing channel. They are in-feed social, in-feed content, in-feed commerce, in-map, in-game, paid search, recommendation widgets and custom.”
While these are somewhat self-explanatory, we’ll go through them quickly and offer examples:
- In-feed social: sponsored social posts as on Twitter and Facebook
- In-feed content: the sponsored posts you see in any news apps, Yahoo, Pandora and SoundCloud
- In-feed commerce: promoted items for sale on sites like Amazon and Wayfair
- In-map: businesses that promote their locations on maps, for example a nearby gas station or McDonald’s that appears on your GPS app
- In-game: ads that appear after a round of a game that ask a user to watch a video in exchange for points or in-game perks
- Paid search: same as traditional – advertisers pay for more prominent search listing on sites/in apps like Google
- Recommendation widgets: as on the desktop, services like Outbrain and Taboolah offer additional content users “might like” at the bottom or alongside of the content they’re currently consuming
- Custom: really, any brand-created content that appears as paid media. It can be a video, a game, audio, text – anything
Why Should I Try Mobile Native?
So why should you consider mobile native when you launch your next campaign? A few reasons:
- No creative assets needed, in most cases! For most of the formats cited above, all you need is a product image (if relevant) and some powerful copy or compelling offer promoting what you do, sell or make. (For audio and video ads, obviously some production will be required.)
- Native ads perform really, really well. According to MarketingLand, a recent IHS study found that engagement rates are 20 to 60 percent higher on native ads than on banners – plus they drive retention rates that are 3X higher. Our own findings are similar!
- Users just like them better. While some mobile formats can be interruptive, blocking text or disrupting video, native ads work with content instead of against it. Stats show that native ads are shared by consumers 20-60 percent more frequently than typical display ads. In fact there are predictions that native advertising’s projected growth will be due, in part, to the rise of ad blockers. While native isn’t a solution to ad blocking, it’s a good work-around – and a start on the path to user-first advertising.
You’ll be hearing much more about mobile native in the months ahead. Why not consider trying out this very effective, very easy form of mobile advertising? It’s low risk, and the pay off can be outstanding! Contact our team today to launch your first campaign.