The Marketer’s Guide to Native Mobile Advertising
Gone are the Don Draper days of advertisers relying solely on billboards and ads in the Sunday paper. Back then, buying a half page newspaper ad or a 30-second television spot reached thousands of people, and consumers weren’t oversaturated with ads. Today, we are bombarded with over 5,000 brand exposures each day according to a study of media usage and ad exposure by Media Dynamics. Of those, 362 are advertisements with only 12 of them “making an impression” on us. As methods of communication have expanded, so have places to advertise.
However, with advertising comes ad blindness. When someone scans a website, their eyes automatically jump down several inches to ignore the banner ad that is almost definitely there. When a commercial comes on during This Is Us, viewers immediately utilize that time by running to the bathroom or scrolling through their phones. Depending on someone’s TV subscriptions, they may be bypassing commercials altogether by streaming on Netflix or other commercial-free streaming services. Unless supremely bored in traffic or on public transportation, most people are not actively searching to read billboards or bus advertisements.
Brands must cut through this advertising blindness to reach their audience. How do you do that?
Be where the people are
In an ode to the critically acclaimed cinematic classic, The Little Mermaid, take a hint from Ariel who “wants to be where the people are.” And where are the people? On their phones. According to Pew Research, an astounding 92% of Americans aged 18-34 own a smartphone. They have an average of 37 apps installed on their device, spending an average of 5 hours a day on their phones. When your target audience is on Instagram to share their beautiful photos, be on Instagram.
Early bird gets the worm
In this case, your brand is the bird, and the worm is your audience. Today, 25% of media is consumed on mobile, according to Mary Meeker’s Internet Trends Report, but only 12% of ad spend is dedicated to mobile advertising. That’s a $22 billion opportunity in the United States that your brand should capitalize on. As previously stated: be where the people are.
Don’t disrupt their experience
What if while you were watching Game of Thrones, a disruptive ad appeared on the screen about a new brand of diapers that were eco-friendly? You probably wouldn’t be pleased. You’d miss out on the unforgettable “You know nothing, Jon Snow” line, and that’s not cool. Bottom line? Advertise in an appropriate, respectful way and place. Here’s another scenario: a pregnant woman is using her mobile app to track her pregnancy, and your brand provides a thoughtful article on how she can help the environment by buying sustainable diapers. Now that’s a perfect fit.
Native mobile advertising requires mobile-first thinking. What reads well on mobile? What looks good on mobile? Making sure your content is an appropriate and natural fit for the platform is key. Brevity, intrigue, and aesthetic are also important components for successful native mobile advertising. An added benefit? It forces you to evaluate your CTA destination’s mobile-friendliness. You might have an amazing native mobile ad on stroller safety, yet when a viewer clicks on your CTA, your website is only optimized for desktop. Time for a refresh! Ensuring your final destination for your viewers is mobile-friendly will also hugely benefit your brand.
Smart brands are introducing native advertising because it’s a symbiotic relationship for the brand and their audience. Instead of the traditional one-way advertising of a billboard or banner ad, native advertising provides value to the viewer beyond an introduction to the brand. Educate or delight your reader or viewer, and she will connect that delighted feeling or new knowledge with your brand.
Interested in learning more about how to harness the power of native mobile advertising? Our Ergobaby Case Study has everything you need to know about building brand awareness through native mobile content.