With a growing app and advertising market, marketers and advertisers in the mobile space need to be constantly innovating. Increased one type advertising will naturally make consumers apathetic and unresponsive to advertising, devaluing its impact.
According to recent statistics, 60% of consumers do not remember the last display ad they saw. With so many mobile apps being developed the whole time, getting hold of mobile app space is the easy part, however getting users to click on it, is a whole other ball game. The latest solution? Native Ads.
Initially pioneered by Twitter in the form of sponsored Tweets, and soon followed by Facebook, native advertising was initially pioneered for use in social media on desktop, and later mobile. However more recently native ads have been expanded and are now being used across mobile app platforms. Native advertising captures the success of websites such as Buzzfeed, producing advertorial content which is typically either interesting or funny as well as having a brand or advertising message running through it.
Social media remains to be the biggest platform for mobile native ads at the moment, with more time spent on social media via mobile than desktop. Specific mobile native ads are now being seen more and more on mobile news feeds.
Mobile is able to add an exciting element to native advertising.
Native ads can now include proximity to an outlet, or information on the availability of products at a local store. For example, advertorial on the latest trends in female shoes, could be targeted to a woman walking past a shoe shop, and include information on proximity to the store. Mobile brings this whole new element to native advertising, one which allows for dialogue with a customer, when they are in a location near to an outlet, through geolocation technology.
Within mobile apps, native ads can blend seamlessly into the content, without the same level of disruption to user experience as with something like a banner or pop-up ad. Publicising something through interesting content in a subtle fashion can dramatically increase click throughs.
The main intention of many new app developers is eventual monetisation. Native ads are currently playing a big role in this. They are more effective, more relevant and perform better than traditional ad formats, meaning advertisers are willing to pay higher prices for them.
Previously app developers have just sold areas of ad space on their apps, and have had no responsibility for the content or placement location of ads in their apps. Native ads provide an opportunity for the app developer to get fully immersed in the advertising process, through collaboration on content to ensure the native ad fits within the content of the app and provides something interesting for the user.
In my experience one of the most exciting examples of native advertising in mobile are activity-generated ads. This new type of advertising is being seen more and more within the fitness and gaming app market. For example when a fitness app user reaches a goal, they can be shown an advetorial article about new fitness clothing which can enhance performance, along with information on their nearest store with stock available. This type of native ad appears at the ‘moment of truth’ when the user is most engaged with the app, dramatically increasing conversion rates.
Subtle and targeted native adverts within mobile are especially exciting, and demonstrate the importance of mobile as an advertising channel. Native ads are set to be the future of the mobile advertising channel. Due to the fact that consumers are gradually becoming immune to the pop up advert, native advertising is due to significantly grow in its useage.
By Vaibhav Gupta, Bidstalk.
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