Mobile internet and marketing is the latest in technology and getting a brand name out there. The only type of advertising that really works on mobile, however, is native advertising. Through native advertising, customers are engaged in an empathic, emotional manner. This is because a brand is able to use a framework that is relevant and friendly, like social media, a mobile app, or a blog, to demonstrate their own personality. This type of advertising is famous because it is able to provide an advertisement to the user without disrupting their experience. This makes it a hugely important and powerful tool in the world of publishing and advertising.
We know that social media platforms require us to scroll constantly, often past a stream of advertisements. This is found on Pinterest, Twitter, and Facebook alike. Native advertising has totally transformed the way advertisements are shown on mobile devices, however, and it has made massive ripples in engagement. This is because content can be repurposed and amplified. It is for good reason, therefore, that videos are now such a big thing on mobile devices. Not only do brands upload videos, so do users. And many are now circumnavigating YouTube, going straight to Facebook instead.
Twitter was actually the first to do this, starting with sponsored aps. Facebook quickly followed suit. However, both designed it for desktop viewing. Today, however, they have adapted their services so that they work on tablets and mobile devices. Today, the biggest platform for native advertising remains social media. In fact, recent research has shown that over half (55%) of all users will first engage with a type of native advertising after seeing it on their tablet or mobile device.
Other research has looked at some 500 million individual native ads that were hosted in 2014. They showed that 22% of consumers who saw the advertisements were between the ages of 18 and 24. That is a huge demographic!
Thanks to the world of mobile, an entire new world has opened up to advertisers, as they can now not just present their brand, they can engage in conversations about it. Customers and companies are now on an equal footing, as such. The key is, through tools such as geo-targeting, to make sure the right ad gets in front of the right person.
Native ads are powerful because they don’t disrupt in the way that a banner ad does. Rather, they are presented as an interesting and engaging fact. This is far subtler, and has tremendously increased the click through rate, thereby increasing revenues for businesses.
Marketers are incredibly excited about the opportunity to deliver highly targeted messages to customers who are on mobile devices. This is perhaps the greatest testament to the importance of mobile for marketing. It is believed that native advertising is no longer the future, but that it is now firmly rooted in the present. With computers now coming with popup blockers installed as standard, that type of advertising is almost dead. In the next 12 months, we may see it buried and replaced with native in full.