infographic: marketer and publisher perceptions native advertising on mobile
TRANSCRIPT
Marketer and Publisher PerceptionsNative Advertising on Mobile
An ad unitthat mimicsthe look and
feel of thesurrounding
app ormobile web
Definition: Native Advertising on Mobile
AGREE ON THIS DEFINITION
PUBLISHERS
57%
AGENCIES
49%
BRANDS
43%
TOTAL
49%
Yes, I currently use it
No, I do not currently use it, but I plan to
No, I do not currently use it, and I don't plan to
Current Level of Understanding : Native Advertising on Mobile
97% Aware of Nativeadvertising on mobile
36% Currently using Native advertising on mobile
57% Planning to use Native advertising on mobile in the future
42%
51%
62%54%
39%
33%
5%
7%
7%
AGENCY
HOW ADVERTISERS BUY NATIVE ON MOBILE
31%Programmatic : RTB
23%Programmatic : non-RTB
46%Non-programmatic, manual
PUBLISHER
BRAND
Percentage of Digital Ad Spend Allocated To Native on Mobile
46%
Total
33%
Brand
53%
Agency
21%
Total
19%
Brand
22%
Agency
33%
Total
36%
Brand
32%
Agency
1% - 20%(% of Digital Ad Spend)
Increase by more than 50%(% of Digital Ad Spend)
Increase between 25% - 50%(% of Digital Ad Spend)
Currently Allocated Future Allocation
Obstacles to Using Native on Mobile
Difficult to achievethe scale needed for mymarketing objective
Lack of expertsuppliers for native advertising on mobile
29%21%
22%
22%
Insufficient data on the effectiveness of nativeadvertising on mobile
26%
Don't understandthe best practices fornative advertising
Difficult to track and measure the effectiveness of native advertising on mobile
NAVIGATINGTHE
OBSTACLES
Benefits of using Native on Mobile
ADVERTISER
Engages the audience better than other Ad formats
Ads have a better look and feel
Increases brand awareness
Gives brands a more authentic “voice”
Generates quality leads
Increases awareness of specific product/services
Gives access to premium publisher audiences
Others
60%
41%
34%
34%
33%
22%
19%
4%
67% 55% 52% 48% 41%PUBLISHER
Provides a betteruser experience
Less instrusivecompared to other
ad formats
Provide relevantand engaging content
Earns highereCPMs compared to
other ad formats
Offers a betterlook and feel
IMPORTANCE OFAUDIENCE TARGETING WITH NATIVE ON MOBILE
46%Even more important thanwith other types of ads
3%Not very important
50%Important – same as with all ads
Metrics Used to Measure the Effectiveness of Native on Mobile
Click throughrate
56%Engagement
rate
51%Conversion
rate
45%Cost per
Conversion
40%Number of
interactions
51%
Brandlift
26%Number of
shares
25%Brandrecall
22%Dwelltime
19%Message
association
18%
Verticals Expected to Benefit the Most From Mobile Native in 2015 & Beyond
63
54
51
45
44
34
33
31
20
13
7
64
54
39
38
33
32
33
33
17
7
12
56
54
54
49
44
38
27
27
20
13
6
70
56
48
45
45
30
36
30
13
14
5
Mobile Apps
Entertainment & News
Retail
Health, Medical & Fitness
Consumer Electronics
Auto
Telecom
Sports
CPG
QSR
Others
Total Brand Agency Publisher
% of respondents
|InsightsTotal Respondents: N= 348
Reach us at: [email protected] | www.inmobi.com/insights
Follow us on: