GUEST POST FROM APSALAR PARTNER LEADBOLT: MOBILE NATIVE ADS – STRONG PERFORMERS IN 2016

09/22/16

Editor’s Note: Apsalar is fortunate to work with many of the world’s best app technology and media providers. From time to time, we will be sharing posts written by leading partners on topics we think will be of interest to readers. Today’s post is from the team at Leadbolt.

By Dale Carr, founder and CEO, Leadbolt

If you are a mobile advertiser, you may not have realized Mobile Native Ads have emerged as one of the strongest performing ad types this year. In fact, estimates predict that Native Ads will account for 63% of all mobile display ad spend by 2020. Native Ad placements feature strongly in a range of apps including Twitter and Facebook and should be part of any mobile advertiser’s buying strategy.

What is a Mobile Native Ad?

Rather than describing the ad format characteristics (e.g., video, display ad, etc.), the term “Native” refers to how the ad is placed or embedded into a mobile environment or app. Native Ads are integrated in such a way that its placement follows the form and function of the app experience and design. Unlike a pop-up banner at app launch, or a video that auto-plays during inopportune moments, a native mobile campaign fits elegantly into the mobile app experience.  It “belongs” there, seamlessly fitting into an app’s environment so that the campaign complements the app flow and user experience, rather than interrupt it.

Native video ads and native display ads are the two most common types of Native ad formats. Native ads are marked as “Ad” or “Sponsored” content to alert users to their advertising nature.

Why are Mobile Native Ads increasingly used?

Native ads are often preferred by app owners because the mindful placement of ads that “fit” or “blend into” an app helps maintain a high-quality user experience and limits disruption, while delivering higher engagement levels and higher value audiences than other types of ad formats.

Users can move throughout the app and engage with Native ads on their terms by opting to view or click. While arguably a more “passive” or “discreet” placement, Native Ads work harder to deliver intentional clicks from interested users, rather than the accidental clicks or incentivized clicks sometimes brought about by other mobile advertising formats. In fact, the Mobile Marketing Association agrees that mobile native ads increase brand awareness, deliver better advertising performance and drive greater engagement levels than other types of mobile display ads. Clicks, shares, and other similar metrics on native ads are 20-60% greater than mobile banner ads, as reported by Business Insider.

When an app user clicks on the ad, there’s a great likelihood that this user is genuinely interested in the ad – and these quality audiences are the advertising jackpot!  Native ad campaigns please advertisers because they can deliver high-quality, high lifetime value users, while app owners maintain the quality of their app and delivering an interrupted experience that keep their users engaged and returning to the app.

To dive deeper into a recent success story, check out this case study from a marketer promoting a taxi app using mobile native ads.

Mobile-Native-Ad-sample-tablet (2)

Featured: Mobile Native Ad within a Music App

This mobile native ad takes on the physical characteristics of its surrounding environment so it “blends” into the app experience. In this example, the Native Ad appears among the album covers, in the same size and shape of the other tiles, with the design of the ad in the same creative style as album art.

Want to see more examples? This Mobile Native Advertising Look Book explores the many native ad campaign possibilities through samples and visuals.

Do I need anything special to run Mobile Native Ads?

No, Native ads combine text, icon and feature creatives to deliver a Native ad to the user. These are creative types and sizes you are likely already running with your campaigns.

Install attribution (eg Apsalar) works for native ads in the same way it does for other mobile advertising formats. On a technical level, native ads use similar attribution integration methods from any other form of ad placement. If you are running display advertising campaigns, you can run native campaigns.

How do I get started?

Reach out to your partners (including Leadbolt) and ask about Mobile native ads. You could get started today!

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