Traditional advertising methods in mobile media are entering a significant phase-out period, which is paving the way for native advertising in mobile marketing. According to a report from TUNE in March, there has been an acceleration in the number of ad blocking installs on mobile devices. The trend is likely to continue. This is devastating news to companies that have relied on traditional advertising methods.
Mobile companies are helping the consumers in their quest to block ads. Apple’s iOS9 allows users to block content and allows them to control which ads they are able to see. Google has created Accelerated Mobile Pages Project. This will allow static content on pages to load faster than ever, leaving ads behind.
Ultimately it boils down to the fact that traditional advertising isn’t going to work on mobile devices for much longer. Fortunately, there are other options available to companies who are trying to reach out to mobile users. While blaring pop-ups and flashing banners are on their way out, relevant, engaging content is on the way in.
Customers and companies aren’t blocking things that are useful and entertaining. They are only blocking things they don’t want to see. That leaves companies the option to simply show them more of what they do want to see.
Native advertising is a form of advertising that connects with customers. It shows them things they want to see, or things that are highly relevant to a particular social or media platform. The native ads may show up in many forms. You’ll see them in online videos, sponsored articles, suggested posts and sponsored media or even in-feed ads. The goal is to blend seamlessly with other app content.
Enter Native Advertising
Native Advertising isn’t exactly new. Savvy advertisers have always known that customers appreciate marketing materials they can actually use or enjoy. In the case of mobile media, new forays into native advertising have been shown to be much more effective than traditional advertising methods.
Most native ads on social media appear as in-stream ads on social media platforms like Facebook and Twitter. Users may also see native ads in apps and games as well as embedded ads in the content of a page.
In one study performed by IPG Media Lab and Sharethrough, it was shown that consumers look at native ads 53 percent more than they look at the typical ad displays. The spike in customer appreciation of native advertising is matched by spending. Business Insider predicts that spending on native ads will grow from $7.9 billion in 2015 to $21 billion by 2018.
Tips to Maximize Mobile Native Advertising
As you venture into native advertising, there are many things to consider to maximize your effort and investment.
#1 – Once Is Never Enough
While there is a tremendous amount of satisfaction in creating your first native ad video or post, know that one good ad is never enough. Native advertising often requires multiple approaches. It needs multiple “conversations” with consumers to even start to see results.
This may mean that your first attempt at native advertising is less effective than you’d hope. This isn’t a sign to give up, however. Just like so many other things in digital marketing, success will come with work. You’ll need to gather data, test new approaches and optimize campaigns accordingly. It is best to enter native ads the same way you would traditional advertising methods – with a strategic plan for implementation and analysis.
Just keep trying! via GIPHY
#2 – Use Programmed Advertising When Possible
There are myriad ways to advertise in mobile apps and social media platforms. It isn’t realistic to expect your marketing team to learn about every option and assess which may be the best for your business without help. Programmatic advertising platforms like NativeAds.com give you and your team access to real-time inventory in a scalable format.
Programmable platforms make it more efficient for advertisers to find, assess and utilize the variety of means available as well as the demand for native advertising. This allows for greater efficiency in the placement of advertisements. More efficient analysis as results of the ad can also be seen in real-time.
#3 – Make Your Ad Blend Seamlessly
The goal of native advertising is for your ads to match the user experience as naturally as possible. This means the headline, the voice of your content, and the tone of your ad should take into consideration which social media platform you’re using and the audience you’re looking to engage.
Your objective is to create a benefit for both the customers and your company through your advertisement. So your sales pitch should be subtle. The creative factor of the ad very high to engage users and deliver value. Testing ads across platforms and audiences as well as researching other ads in the industry should provide valuable assistance in this area.
#4 – Keep Your Ads Scalable
While creativity is an essential part of building native ads, their content-rich nature also makes them inefficient to produce. Streamline your process as much as possible after you’ve found a working formula. This will let you focus on creating a scalable process you can follow over time.
Your performance marketing team may start each new ad with a workable template to follow, avoiding starting from scratch. Like split testing, using scalable ads with clear elements also allows for more specific and optimized testing for effectiveness.
#5 – Look for New Ways to Boost Your User Experience
While native ads should be providing conversions for your company, evidence increasingly shows us that customers are savvy and getting even more tools to use to customize content. This means making conversions will depend on your ability to provide a good user experience.
If customers don’t like what they see, they won’t look at it. If they’ve seen it before, they probably won’t look at it again. This means you must always be looking for new and improved ways to impress your customers. While you can create scalable content, it must be done well enough to keep users engaged and ideally intrigued enough to take action.
#6 – Be Sure You’re Mobile Responsive
If you are considering native ads for mobile users, you’ll want to make sure that your website is actually mobile enhanced or responsive. If your website doesn’t provide mobile readers a very user-friendly experience, it’s not hard to see why native ads on that unfriendly site won’t convert particularly well.
Native ads are quickly becoming one of the most versatile and essential tools for mobile marketers looking to monetize their sites and media accounts. With increasing numbers of users shunning traditional advertisements, why not see how well a mobile advertising campaign with nativeads.com will work for you?