Native advertising is the rising trend in the advertising world – ads that follow the function and form of the medium where it’s placed. Native advertising provides a more relevant, less obtrusive experience for users, and that’s very appealing.The stats back up that claim: Business Intelligence reported that spending on native ads almost doubled between 2013 and 2015, rising from $4.7 billion in 2013 to $7.9 billion in 2015. BI projects that by 2018, companies would spend approximately $21 billion in native ads. And as people switch more and more to mobile browsing, native mobile advertising becomes increasingly important. In fact, Google announced in May 2015 that “more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”
In the small screens and comparatively limited bandwidth of mobile browsers, the unobtrusive relevancy of mobile native advertising is especially welcome.
Native mobile advertising campaigns from Dunkin Donuts, Pandora and EA reported significant results compared to other forms of mobile ads, according to the Mobile Marketing Association. One of their recent reports showed that that mobile native advertising had an average click-through rate six times higher than traditional ads. And a recent native ad campaign from Pandora, located on Celtra and Hearst Magazines UK mobile properties, saw 150 percent higher expansion rates compared to standard expandable advertisements.
“Mobile native advertising is a powerful opportunity for brands to engage deeply with their customers and research has shown it to perform better than mobile display,” said Greg Stuart, chief executive officer at Mobile Marketing Association.
But mobile native advertising demands well-crafted creatives and smart, researched targeting in order to work. Here are some tips to help you make the most of your native mobile advertising.
Do This With Native Mobile Advertising
1. Do Pay Attention To Your Target Audience
Consumers do not want to look at your ad. In fact, sometimes they can be downright hostile towards them. They resent the thought of advertising (which is useless to them) taking up their precious time, attention, and bandwidth. So what’s an advertiser to do?
The answer is simple: if you take the time to know and understand your target, you can create meaningful content that will interest them and make them actually enjoy the time they spend with your content. People are more likely to consume content aligned with their interests. And they are also more likely to share this content on social media, which can boost your brand messaging significantly. Social media shares of this kind are some of the most powerful marketing your brand will ever experience. According to a study conducted by Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. And native advertising is one of the best ways to create share-worthy ads that people will want to show to their friends and family.
2. Do Keep Your Mobile Native Ad Formats Similar To The Site’s
One of the best things about mobile native advertising is how you’re able to mix your content in with the content already existing on whatever site you picked. This makes your native ads more appealing to viewers, and immune to traditional ad blockers. Well, it should. Many brands lose these advantages due to a lack of forethought during their planning process. Keep in mind: what kind of content does the site (or publisher) you’re using offer? What makes its visitors come in the first place?
You need to know these things, and adapt your content to fit these parameters, if you want to see any kind of success. From color to tone to typography, your ad should be made to fit in. That’s the meaning of “native” after all.
Don’t Do This With Mobile Native Advertising
3: Don’t Be Afraid
Native advertising is not a quick fix. It is not a cure-all. It takes time, and a dedication to your campaign, to see any results, and you need to be intelligent about both ad creation and ad placement in order to reap any benefits. But in order to enjoy the power of mobile native advertising, you need to be able to stay the course and trust that you will eventually see the results you want, as long as you’re careful and smart. By pulling out too early, or demanding high conversions when you haven’t given the campaign time to affect your audience significantly, you’re really just shooting yourself in the foot.
Don’t be afraid of your low numbers. Give it time, and you’ll see real results.
Don’t be afraid to publish content that isn’t written to sell. Remember that you’re aiming for your audience to treat your ads like desirable content. That means your ads have to be made as desirable content, not a sales pitch you’re tricking people into reading.
4: Don’t Be Misleading
Native advertising has to contend with the charge of being inherently misleading. While fitting in with the publisher is important – as we’ve mentioned before – mobile native advertising, like all other native advertising formats, walks a thin line between being unobtrusive and being deceptive. Native advertising should augment content and try to emulate its virtues – not pretend to be editorial content and hide its origins as advertising.
An advertiser should be able to look at his campaign from a consumer standpoint. Is the ad annoying? Is the ad likely to be taken as editorial content, and would the viewer be angry when they find out? If so, you should be able to
Being deceptive about your ad doesn’t only damage the effectiveness of native advertising as whole, it can deal some long-term damage to your brand. And, of course, once found out, it won’t be very effective as an ad anyway. So always remember to play fair, and don’t make your ads misleading.