By Eddie de Guia – PubNative
Over the past years, mobile ad formats have significantly evolved offering innovative ways to reach and engage relevant customers. Native advertising has become the gold standard in mobile while programmatic advertising has become the norm in how we buy and sell digital inventory. As mobile adtech continues to innovate faster than ever, we are looking for the most efficient ways to bridge existing distribution channels. What are the challenges native and programmatic face? How does the future look like for these advertising forms?
9. WHAT IS NATIVE ADVERTISING?
A form of paid media where
the ad experience follows the
natural form and function of
the user experience in which it
is placed.
Form
Native ads match the visual design of
the experience they live within, and
look and feel like natural content.
Function
Native ads behave consistently with
the native user experience, and
function just like natural content.
10. MOBILE MARKETING ASSOCIATION DEFINED NATIVE FORMATS 1/2
Source: MMA
PRIO
In-feed
Social
In-feed
Content
In-feed
Commerce
In-map
11. MOBILE MARKETING ASSOCIATION DEFINED NATIVE FORMATS 2/2
Source: MMA
In-game Paid Search
Recommendation
Widget
Custom
12. HOW BIG IS NATIVE ADVERTISING MARKET? (US)
Source: BI Intelligence (US data)
13. WHY MOBILE NATIVE?
Source: PubNative, Celtra, Forrester Research
CTRs increased 6x,
CRs increased3.5x
40%
more time spent
interacting with
native ads
Native CTR on
mobile is 40%
higher than on
desktop
14. IN PRACTICE: VIBER
Source: PubNative
▸ Increase revenue
▸ Maintain natural user experience
▸ More than 2% CTR
▸ 6x WoW revenue increase
▸ Fill in 45+ countries
Objective
Key success metrics
15. IN PRACTICE: JARRITOS/NIELSEN
Source: NIELSEN, SHARETHROUGH, JARRITOS
▸ Increase brand lift
▸ 5 CPG brand campaigns
▸ Pre-roll vs. native ads
▸ In all campaigns native ads
delivered higher brand lift
▸ Pre-roll drove little/no brand lift
Objective
Key success metrics
Non - Alcoholic beverage favorability brand lift
16. CHALLENGE: DOMINATION OF DATED FORMATS
Source: BI Intelligence estimates, Interactive Advertising Bureau
31. IN PRACTICE: IKEA
Objective
▸ Increase awareness of newly launched
collection
▸ Target: Belgium market in French and
Dutch
▸ Devices: Mobile and tablets
Key success metrics
▸ Total CTR 1.58%
(nearly 5x higher than global average)
▸ Total engagement time 16.54 secs
(81% longer than global average)
▸ Total viewability rate 48.11%
Source: Adform Digital Advertising Benchmark Report H1 2015
33. IN PRACTICE: CRITEO/SONY
Objective
▸ Increase e-commerce campaign performance and efficiency
▸ Critical period Black Friday and Cyber Monday
▸ Reduce costs of sales (COS)
Key success metrics
▸ +281% YoY revenue at -74% COS, Thanksgiving through
Cyber Monday
▸ 2x more conversions
▸ 15% lower COS YoY
Source: Criteo, Sony
35. FUTURE: INCREASE IN MOBILE PROGRAMMATIC DISPLAY SPENDING
Source: eMarketer
$36,09
$30,06
$24,14
$17,99
$10,65
36. KEY TAKEAWAYS
Native advertising helps reaching brand goals more efficiently
compared to other forms of online and mobile marketing
By leveraging mobile audience targeting, existing creative assets and programmatic
buying, brand marketers can easily run in-app marketing campaigns at scale
Programmatic and native are the
future of mobile advertising