As a marketer, you should already understand what native advertising is, and what benefits it can accost you with. There are many websites and platforms that offer native advertising now, including popular social media websites such as Twitter and Facebook, and it’s becoming more and more present in the most simple advertising strategies.
Native advertising for mobile is now another form of advertising that really shouldn’t be overlooked when planning out marketing strategies and campaigns, however it is still a fairly new niche within marketing as a whole, and there are a few things you need to know before starting a marketing campaign involving mobile native advertising.
Native Advertising Definition
Native advertising is advertising that delivers relevant content in a familiar context for the user. “Native ad formats match both the form and the function of the user experience in which it is placed. The advertiser’s intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it.”[Wikipedia]
How Native Advertising works for Mobile
Just like with the various websites that support a form of site-based advertising, native advertising for mobile is usually based on a specific platform that is frequently visited by certain demographics.
The biggest example of this would clearly be mobile Facebook and Twitter apps – users all over the world use social media, so there’s not a specific demographic that is reached with social media advertising. However, through the tools that have been provided, you can reach out to certain individuals on that platform that would be interested in what you have to advertise.
Other tactics for native advertising for mobile may rely on popular apps or websites that cater for a very particular audience – these platforms can be great for reaching out to certain demographics, and used to improve the use of your advertising campaign.
By using native advertising for mobile, you are reaching out to people that are actually interested in your products or services, and unlike the typical Google advertising route, you aren’t just reaching out to customers based on search habits, which can often prove to be unreliable.
Methods of Native Advertising for Mobile
At this point in time, the big players in native advertising for mobile are definitely the social media giants. Companies like Facebook and Twitter now offer “featured” or “sponsored” posts that can get your social media page or website viewed without any other complications.
You are literally paying for the chance to appear in the newsfeed of those that don’t already follow you, and whether you push for clickthroughs to your website or follows on your social media account through these methods of advertising, you’re growing the number of individuals you can network out to at a later date, no matter what option you root for.
Other native advertising efforts may involve contacting developers or publishers directly to form a partnership – many popular mobile websites or apps offer advertising opportunities, and in an age that involves many free-to-play content on the app store, it’s a great time to invest in native advertising on applications or services that provide content to the kind of demographic you’re trying to reach out to.
Watching Native Advertising Grow
Whether or not you decide to make the most out of mobile native advertising now or at a date in the future is of course entirely up to you, and whilst there may not be a huge roster that openly offer native advertising on their platform, it is a growing marketing niche, and it’s likely to grow exponentially over the next few years, so it would certainly be smart to keep an eye on it at least.