Definition
Mobile Native Advertising (native advertising) is a type of advertising that fits in not only with the look and feel of a mobile site or feed, but is similar to the actual content, hence the term ‘native’. The form and function of the particular mobile experience is critical when creating native advertising on mobile.
Formats
The Interactive Advertising Bureau (IAB) has identified six primary formats of mobile native advertising, including in-feed, in-ad, recommendation widgets, promoted listings, paid search, and custom.
IN-FEED
By far the most popular format of native advertising and is used by most major platforms such as Facebook, Twitter and Instagram. As the name suggests, these ads appear within the feed of the mobile app and/or site. Due to the unique and versatile nature of mobile apps, mobile in-feed formats come in a number of variations:
In-Feed Content
Generally includes editorial content such as written pieces, music, games and videos. Has exactly the same look and function as unpaid content.
In-Feed Social
Content on social network feeds. Can include sponsored related content with data pulled from social circle interests, such as friends who like certain brands. Blends in with social media platform.
In-Feed Commerce
Includes advertising near or in stores using NFC, GPS or payments. Advertising blends in with app, similar to products with buy/wishlist-like features.
In-Game
Advertising that offers an in-game reward for watching content. Reward needs to enhance in-game experience. Includes games that offer ad-supported ‘freemium’ models. Content has to match game look-and-feel, only activated on user interaction with ad.
In-Map
Content related to location and navigation information on mobile maps. Location relevant business listings and/or offerings, as well as advertising.
PAID SEARCH & LISTINGS
Integrates with mobile web and in-app search results. May include location-specific, product-related information or call-to-action such as listing directions to a relevant business.
RECOMMENDATION WIDGETS
Content included in widgets that recommend other content of interest such as articles, videos, etc. either at the end of a feed or specific content such as the end of an article or video.
CUSTOM:
Custom-built mobile ads, often in the form of sponsored apps that feature brand-related content. Location-based interaction and augmented reality features are popular.
IN-AD CONTENT
Content in the form of IAB standard sized banners. Ads appear similar to regular banners, but contain content that is contextually relevant. This makes banners more engaging and less intrusive.
Compared to other ad formats (native vs banner)
Banner ads are placed separately from content of the page, whereas native ads form part of the editorial. While they don’t stand out like banner ads often do, they perform much higher in terms of engagement, driving things like brand affinity and intent to purchase. Consumers look at native ads almost as long as they do at editorial content, in fact, often look at native ads more than they do at editorial content.
What’s important for advertiser
Native advertising significantly more visually engaging and effective than regular mobile advertising, and results in a substantial increase in purchase intent. Different formats are suited to different objectives:
In-Feed Content
Increase engagement with interactive content - watch, listen & read
In-Feed Social
Brand awareness and engagement
In-Feed Commerce
Drive actual sales, both physical and digital
In-Game
Brand awareness and increased engagement
In-Map
Increase foot traffic
Paid Search & Listings
Increase site visits and foot traffic
Recommendation Widgets
Drive site traffic to content
Custom:
Brand awareness
In-ad Content
Stand out on sites with saturated ad inventory
What’s important for website owners
Advertising regulations in many territories require native advertising content has to be identified as promotional or sponsored content. Native advertising is less intrusive, but too much, as well as badly placed ads and/or content that interferes with user experience, can drive away visitors.
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