Isn’t it remarkable how quickly web advertising has evolved? No sooner did banner formats start to become standardized before a new technology came along to disrupt the industry.
Among consumers, smartphones and tablets have proliferated quickly in recent years. But, adapting to the new mobile ecosystem was quite a conundrum for advertisers at first. If you’ll recall, consumers didn’t much like the ads from desktop web pages in the first place. You could easily imagine that repurposing those same ad formats to the mobile experience wasn’t going to go over well.
Native advertising has grown to address these challenges — for both advertisers and consumers. The best native ads create a more positive consumer experience. They are formatted to match their surroundings, large enough to convey a message, and non-interruptive.
In fact, native advertising has produced astounding results for brands. First of all, customers are more willing to engage with items more cleverly woven into their content. Native ads are also inherently more versatile; They can address both direct response as well as branding campaign objectives.
Consider stats like these:
- 97% of mobile media buyers report that native ads were very or somewhat effective at achieving branding goals
- Most consumers view native content as similar to editorial
- 25% more consumers look at in-feed native ad placements, compared to standard banners
- Native ads registered 18% higher lift in purchase intent than banner ads
Eventually, native will be the catalyst for a movement toward better, highly engaging, and more relevant messaging. To discover more about how native advertising might dramatically improve your campaign efforts, take a closer look at From the Edge to the Core; The State of Programmatic Media.
—Adapted from Native: A Better Ad Experience, by Yannie Lee, Director of Operations, Accuen