Native Advertising is Taking the Mobile World by Storm.
Native advertising involves placing an ad on a site, app or social media platform that seemingly conforms to the design, format and content around it – blurring the lines between owned content marketing and native advertising.
Advertisers pay for native ads with the intention of promoting their product or service in a non-interruptive way. Since native ads are placed on pages with similar content, the advertisement seems “hidden” and looks like actual content on a site.
For example, Emily, a 22 year-old female, looks up fashionable outfits on her Pinterest account to get inspiration for her daily wardrobe. While she scrolls through her feed, an advertisement for Ray-Ban sunglasses comes across her page, along with the trendy outfits Emily usually searches.
This publication blends in with the content for which Emily is already searching, however, it’s paid for by Ray-Ban. Since the ad was seamlessly integrated on her Pinterest feed, Emily took the time to open the Ray-Ban page without even realizing that Ray-Ban had specifically targeted her based on her interests.
Native advertising has become widely popular in the mobile world.
Consumers are 25% more likely to engage with a native ad than a traditional banner ad. Additionally, 53% of native ad engagement is positive, which helps to build credibility and a powerful brand experience.
Native advertising has proven to be more effective and enjoyable compared to the interruptive display and pop-up advertisements that most mobile users are trained to ignore.
Native Advertising vs. Content Marketing.
This sounds like content marketing, right? Not exactly.
Content marketing materials are publications that aim to provide target audiences with a personalized experience, such as blogs, videos and social media posts that typically serve as brand awareness and/or thought leadership tools.
Although native advertising and content marketing appear to be similar from a quick glance, content marketing publishes owned media to attract an intended audience, whereas native advertising focuses on “renting” a space on someone else’s platform to push a product or service.
As mentioned before, Emily’s Pinterest account was targeted by Ray-Ban. This was an example of native advertising because she was not originally browsing through Ray-Ban’s own website.
The native advertisement successfully led Emily to leave her Pinterest account and visit the Ray-Ban website. However, once Emily was brought to their owned media, she was engaging with Ray-Ban’s tailored content marketing.
Native advertising is effective in attracting new consumers who have relevant interests to your own website, generating leads and promoting positive brand awareness for your product or service.
Benefits of Native Advertising.
Native advertising has plenty of benefits such as uninterrupted mobile browsing, higher engagement rates and greater viewing rates. Serving native ads on a mobile device also allows the advertiser to use mobile ID tracking to reach their specific audience.
- Better User Experience: When a user is served a native ad, his or her mobile browsing isn’t interrupted. In comparison, pop-up ads and display ads impede on the user’s mobile experience with irrelevant offers. Native advertising seamlessly interacts with people’s behaviors and interests on their mobile devices.
- Higher conversion rates: Additionally, users that are served targeted native ads are more likely to engage with the advertisement because the content is catered to them and doesn’t appear to be an ad. Because native advertisements capture more attention than traditional advertisements, they have higher conversion rates and viewing rates. This attention then builds relevance and a positive association with the brand for the consumer.
- Deterministic Linking: One of the last benefits of native advertising is being able to reach your intended audience with deterministic ID tracking. By utilizing technology to use specific device IDs, you can connect to individual users and then access their offline and online data.
Each mobile device ID is specific to one individual, so this ID can be deterministically linked to an his or her offline data (geo, demo, annual salary, age) with his or her email address, app usage and social media platforms.
By using this combination of information, mobile native advertisers can target specific audience profiles who are most likely to be interested in their ads.
Let’s return back to Emily, a recipient of native advertising. As a 22-year mobile user who’s interested in fashion and has a household income of $80,000, Emily fit Ray-Ban’s target audience perfectly.
The ad was blended into her social media content which ensured that her mobile browsing was never interrupted while still catching her attention. Once Emily clicked into the site, she purchased the new pair of sunglasses being advertised.
Ray-Ban successfully targeted Emily by positively getting her attention and then converted her into a sale.
The sunglasses company reaped all the benefits of native advertising on a mobile device.
Native Advertising is the Future of Mobile.
Mobile native advertising is only going to increase in the future, and many companies like Ray-Ban are taking advantage of the benefits.
Companies should incorporate native advertising into their marketing strategy to stay ahead of the industry, increase conversions and build a positive brand experience.