The Potential of Native in 2016, 3 Insights From Last Year

Mobile used to be a distinct category that marketers would consider alone. But with the mass proliferation of smartphones, Facebook’s mobile first approach and the likes of Apple Pay taking mobile functionality into the real world, mobile is fast becoming the centre of everything electronic.

Resultantly, mobile advertisers need to begin to think beyond the confines of performance advertising on devices. This includes native advertisers who, while well placed to benefit from mobile’s growth, need to think about how to use this development to their advantage and really utilise the potential of native advertising.

So to help you think about the future of mobile native advertising in this new world, we’ve examined three campaigns from 2015 that could give you an idea of what’s coming next. Moving into new platforms, into the real world and out of what is traditionally known as mobile advertising, these campaigns show how native approaches offer the optimal solution in making the most of mobile’s increasing dominance.

Youtube Advertising – Paperchase and Papersource

Youtube presents a great opportunity for product marketers on mobile, particularly as over half of its traffic now comes from mobile devices according to ReelSEO. By finding the right Youtube channel, or individual Youtuber, with the right audience, you can use their natural enthusiasm and reach within the increasingly mobile focused platform to advertise your products or services.

Zoella’s stationary haul video is a great example of this. As a YouTuber with over 8m subscribers, she talks generally about how going back to school is a drag and why she finds stationary useful. It’s honest, it’s genuine and it feels friendly.

She then segues into a discussion about particular stationary that solves the problem. This is where the native advertising kicks in. Clearly mentioning that she is working with Paperchase and Papersource, Zoella carries on chatting about the topic in the same manner as before but with their products to the fore.

Feeling totally natural and approachable, this advert works because it fits the content type, the creator’s personality and the audience. And this is one of the many reasons why Youtube is going to be huge for advertisers working on mobile in the future.

Top Tip: Youtube isn’t the platform that matters; Youtubers are. Find people who align with your interests and use their audience to promote your product.

Experiential Advertising – Uber and Mad Max

Experiential advertising is the creation of an experience or an event to generate anticipation about an upcoming release. As with any advertising, an experiential event can feel generic if it is simply a bog standard launch party or première. But mobile advertisers who can create natural experiences for their products, driven by mobile device usage, could stand out from the crowd.

A great example of this is the Mad Max/Uber event in Seattle in August 2015. In the three days prior to the launch of Mad Max: Fury Road on DVD, lucky Uber users were treated to rides in cars used during the filming of the post apocalyptic car chase movie.

Not only did it remind people that Mad Max was on its way, it was a great example of innovative mobile native advertising. By using Uber as its platform and the cars as its format, it met all the criteria for being a native advert on mobile while transcending into the real world.

Top Tip: Experiential advertising can be a great and natural way to advertise your product, but to make it mobile you’ll need to partner up with the right app to give it the necessary native feel. For example, if you’re a drinks maker who focuses on a younger demographic, you could offer tickets to a secret gig exclusively through an app like Dice to help build buzz.

Appvertising – The Man On The Moon

Finally, mobile advertisers can think about going truly native on mobile by creating entire applications to support a product, brand or advertising campaign.

It isn’t cheap and it isn’t easy to execute. Developing an entire app requires committing to a relatively lengthy development process, ensuring it meets the production values of both your team, your mobile and effectively supporting your marketing objectives.

But if it is done well, it can be really effective. The Man On The Moon app from British retailer John Lewis is one such example. Supporting the company’s broader Christmas marketing push, the app features a countdown to the 25th December, a game and an augmented reality function that works with a poster purchased from the store.

The result is a family friendly, four star rated app that does two things. First, it strengthens attachment to the overall branding to a wide audience. And second, by supporting the motifs of the campaign and with the help of interactive AR functionality, it is helping to drive sales of merchandise in store: making mobile a natural and essential part of the core marketing strategy.

Top Tip: Appvertising works best when it crosses multiple marketing objectives, rather than product marketing and mobile marketing alone. Therefore, if you do consider it for your marketing efforts, you should ensure you have the necessary buy in from the branding and PR team as well to make the most of it.


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