Native ads are gradually replacing banner ads on mobile devices, and here’s why ...
An ordinary user rarely clicks on ads on his phone. Often this applies to banner advertising. In the best case, mobile device users ignore banners; in the worst, banners annoy them. To increase the effectiveness and attractiveness of advertising materials, brands and advertisers are starting to use native, natural advertising, and they are doing it more and more often.
Native ads look natural and work correctly on any platform. Advertising of this kind looks like part of the content, improving the level of user engagement. Such an advertisement appears in the right place at the right time when working with the application. For example, this may be an application for tourists, where themed advertising is displayed with the provision of information that the user needs. It can also be a gaming application where advertising is related to the interests and specific actions of the player. Native ads are used by some major media in their mobile applications, such as the New York Times. Advertising such as promoted tweets or posts on Facebook is also very effective.
Due to the effectiveness of natural advertising, this format is becoming preferred for demonstration on mobile devices. According to eMarketer’s forecast , by 2017, more than half of US brands and advertising agencies will invest 25% more in native advertising.
In January 2015, Ovum conducted a survey for the Interactive Advertising Bureau, USA. Its results show that respondents put the nativeness, naturalness of advertising on mobile devices in second place. Responsive design - a point that scored almost as many votes as nativeness, came out on top.
Some publishers even began to block banners. For example, Yahoo, which built its advertising business on banners,She announced her intention to move away from them and focus solely on native advertising. BuzzFeed is also going to reduce the number of banner ads, moving away towards nativeness.
And these actions make sense, especially if you clearly understand the advantages when using natural advertising. Appodeal has been working with native advertising for a relatively long time, and in general, we believe that these advantages are as follows:
Improving User Experience
Banner advertising was originally intended for use on the desktop. It is not particularly effective on mobile devices, on the screens of which such advertising looks small, and the text is inconvenient to read. Also, banners sometimes interfere with the user, as they can block part of the useful content.
At the same time, native advertising is organically embedded in the content. Such advertising is not annoying for the user, since the style and theme of natural advertising are similar to the environment. If done correctly, native advertising improves the User Experience.
Flexibility in settings
Banner advertising is presented in several formats. Their location in the mobile application can be easily predicted. On sites or in mobile applications, the banner is located below or above. And, since such banners are standard, “banner blindness” appears rather quickly when the user does not pay attention to the advertising message.
Native advertising offers the advertiser great flexibility: improved location (almost anywhere on the screen), suitable design. Formats can be configured independently using the API or SDK of the corresponding service. Thanks to this, the developer can create his own version of the placement and format of advertising for the best monetization of the application.
Higher clickthrough rate
Another reason for brands and advertisers to use native advertising is to increase their CTR.
A study by Online Publisher's Association found that in some cases, native ad clickthrough rates are 406% higher than banner ads.
At the same time, the latter has many random clicks. In some cases, the level of such clicks due to accidental clicking (fat finger, what to do!) Is 50%. Randomly appearing banners the user usually seeks to close. In an effort to remove this kind of advertising, people sometimes miss and follow the link.
CTR is only part of the story. Native advertising, for example in a news feed, also attracts the attention of users, which cannot be said about banner advertising. In any case, these are the results of a study by Sharethrough and Nielsen.
Moreover, if native advertising contains attractive content for a person, then they view it longer than regular advertising. According to Mobile Marketing, the time it takes to view natural ads is 2 to 5 times higher.
It is likely that the future of mobile devices is behind native advertising. Appropriate platforms and services enable advertisers to optimize such content. Thus, both users and advertisers get exactly what they need. And this is good.
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What type of advertising do you consider more promising - banners or native advertising?
- 1.2% Banners 2
- 49% Native Advertising 79
- 16.7% Both that, and another, everything depends on a situation 27
- 32.9% Neither one nor the other 53