Mobile native advertising is defined as a form of paid media where the ad experience follows the natural form and function of the user experience, and includes, among others, the following formats:
- In-feed Content: both paid and free content such as stories, games and videos in editorial feeds and streams, e.g. SoundCloud.
- In-feed Commerce: product listings and promoted products that are contained within the feeds of commerce apps, e.g. Amazon.
- In-feed Social: these include sponsored posts and users’ content on social networks, e.g. Instagram.
- In-game: opt-in ads in which players watch or view an ad to earn digital currency or advance within the game, e.g. ScoreHero.
- Recommendation Widget: these usually appear at the end of an article and contain sponsored links to other content, e.g. Outbrain.
From Russia to USA, China to Germany, mobile native advertising is global, with revenue projected to exceed $50 billion by 2020. The improved user experience offered by native ads is driving integration of native ads into apps across the world.
Through the five mobile users below, you can see both the frequency and reach of native mobile advertising. Not only are native ads popular across the world, users are interacting with them throughout the day and deriving major value from the products and services that they represent.
- Increase in engagement
- Increase in top of mind awareness
- Increase in purchase intent
- Increase in brick & mortar store purchases as a result of native ads.
Marketers are switching to native, with the majority seeing native ads as less intrusive and especially important in increasing brand awareness. This move is so dramatic that 84% of brands and agencies will increase mobile native budgets in the next year. In fact, native will prove so popular that it will become the top ad format used by 42% of marketers.