When the term native advertising appears in the media, you can be almost certain that it refers to either a) in-feed ads in social media channels like Facebook and Twitter, or b) sponsored content and advertorials in news publications. While these are undoubtedly the most common forms of native advertising to date, mobile native advertising has emerged as a framework which can be applied to any app, mobile or online website.
Mobile native advertising is a matter of UX and a context. If you place an in-stream Facebook ad outside of Facebook then it isn’t a native ad any more; it is only truly native in one particular place. The design needs to be changed in order to be native elsewhere. In this sense, sponsored content isn’t always a native ad.
It’s clear that native is the next big wave in mobile advertising. At PubNative we believe native ads are the future of in-app advertising across the board. Our internal data shows that mobile native advertising within apps and mobile websites see two to five times higher engagement levels (click-through rates and conversion rates) than traditional banner ads. Our client Happy Labs saw eCPMs of up to $8 with our native ad integration within their game.
Native Ads are Camouflaged to their Surroundings
Mobile native ads are as beautiful as the space they inhabit. As opposed to traditional banner ads, they are ‘in the flow’ of a mobile website or app’s regular content. The most instantly recognizable quality of native advertising is that it looks like its publishing estate. Whether it happens to sit within a news publication, a music app, social media feed or messaging service, the ad will match the appearance of other elements around it (stories, songs, posts, messages).
Mobile native advertising is therefore a less intrusive, user-alienating way for publishers to earn revenue from their apps or mobile websites, being much more seamless and easier on the eye than traditional banner ads. It follows then that the user will react better to these advertisements, showing increased engagement with the ad (higher conversions).
Native Advertising Functions like the Content around it
In the wider mobile advertising world, mobile native advertising units can sit absolutely anywhere – in a utility app, a dating app, a messaging app, or any other. For instance, the creation of native ads via API with PubNative means choosing any combination from multiple building blocks in order to create something that looks and functions like your app. ‘Functions’ here can mean ‘fits the surrounding environment’s content’, for example:
- A game within a game of the same type
- A message in a messaging app, popping up as a notification in the same way a regular message would
- An advertised app in an app discovery interface
Mobile Native Advertising Nurtures the User Experience
Since user experience is so important on mobile, it follows that truly native advertising must stay in line with this. Native ads can preserve, even enhance, the user experience by fitting with the purpose of an app. In short, because the UX feels the same, the user knows how to interact with a native ad, and this makes for a more welcome, engaging ad experience. This means that a native ad is predictable rather than obtrusive because it, for example:
- Has a call-to-action button in the same place on a gaming app
- Sits on a carousel which can be scrolled through while browsing songs in a music app
- Is one post in a content stream on a feed-based or social media app
When it comes to performance, in-app mobile native advertising is more effective than other forms of advertising. Native ads within apps are a no-brainer. The ads are already there, why not transform them into beautiful, UX-preserving ads?BACK