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A Deep Dive Into Native Mobile Advertising

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Digital Vidya, in partnership with Google Partners is providing training on Google Analytics, Google Adwords and Mobile Advertising. The following Google Hangout on Air: Native Mobile Advertising was taken by Google Regional Trainer Himanshu Arora with Kumar Gaurav as the host.

What Are Native Ads?

Both in offline and online mediums native ads have been prevalent over the last few years. The basic idea behind creating native ads is to blend them with the platform and not stand out as in conventional advertising. For example, while advertising in a magazine article, your ad would seem to be placed within the article. The advantage is that the user does not find it to be an advertisement and is prone to click it. Native ads inserted in an editorial are also called advertorials.

Native Mobile Ads

Native Mobile Ads

Advantages Of Native Mobile Ads

With increased usage of smartphones, the objective of reaching out to audience and driving engagement in the little space of mobile screen, native ads are extremely helpful. Using native ads on mobile empower the following:

Better User Experience:

Since ads blend seamlessly with the content, users feel inclined to click them, not being ‘alarmed’ by the presence of a banner ad.

More Visual Attention:

Banner ads are ignored by users. Native ads get more visual attention.

High CTR:

The CTR of native ads is 406% higher than banner ads.

Mobile App Native Ad

Mobile App Native Ad

Greater And Better Flexibility:

Since the entire space of the content is available, you can play around it. You get more real estate and get more options to experiment.

Higher Engagement:

Native ads drive higher engagement from users as they find it to be a part of the content.

Some Number Crunching

Native ads are:

  • Viewed approx 60% more frequently with additional 50% lift in CTR on mobile
  • 15% more likely to be shared and engaged
  • Create 18% higher purchase intent
  • Estimated to be $4.57 bn market by 2017
Native Ads Over Other Ads

Native Ads Over Other Ads

Note: For every platform or social media channel a separate ad has to be created to blend it with the interface and content.

Native Mobile Ads Integration

Native ads need to be delivered via API or SDK integration to take the shape of the mobile.

Google Mobile Ads SDK

Google Mobile Ads SDK has started a new way to monetize apps. With this:

  • Publishers can display ad assets directly in native views.
  • You can use layouts and storyboards for better user experience.
  • Publishers have the power to monetize more. Advertisers, too, get wider options to create seamless content and monetize.

How Do Mobile Publishers Integrate Native Advertising?

  • All mobile apps can’t customize their own ad units and those of the advertisers as creating native ads require much of development and sales time. The publisher’s ads will be different from advertiser’s ads. Integrated ad networks like Google are helpful for app promotion ads.
  • Native ads can’t run independently. Each ad has to be in sync with the publisher. For each publisher, your ad should be specific or native so that it seamlessly integrates in the app.
  • Targeting the right users with the right offers will result in a higher eCPM and a better user experience.
  • If an app has more of text, text ads should be promoted. In case of images on apps, display image ads should be promoted.
Native Mobile Ad Integration

Native Mobile Ad Integration

Google Update For Mobile Ads: How To Integrate?

  • Native ads are currently in beta with a limited group of publishers. A code is included in the latest releases of Google Mobile Ads SDK for iOS and Android.
  • For AdMob, DFP, and AdX publishers, there are two system-defined native ad formats: App Install and Content.
  • App install ads containing assets like price, star rating etc; and content ads having body, logo and more need to be put at the backend and then run.
  • Customers using DFP can use custom format. With the custom format, you can create your own set of asset definitions, and then upload creative with a matching set of values. This is done to sync your creative with that of the publisher.

 Q&A During Hangout Session:

Google Hangouts QnA

Google Hangouts QnA

Q: How do we initiate native ads and how do they differ from ads displayed by AdMob?

A: Display ads and native ads are different. A display ad means pushing your creative ad or inventory to any platform irrespective of the kind of app it is. A native ad looks like a seamless part of the app itself. They do not look like banner ads that people tend to close immediately, but blend within the content so that people find them to be a genuine part of the app i.e. they’re more native.

Q: Won’t native ads lead to accidental clicks and higher bounce rates? How can we overcome this scenario and optimize the landing page specifically for native ads?

A: Native ads do lead to accidental clicks. Even though the clicks are accidental, the users come to your landing page. Creating a little magic on the landing page so that they stay for a longer duration will work. You can make multiple landing pages for the ads and highlight a surprise offer. Conversions should also be considered even though they’re from accidental clicks.

Q: Are native ads part of a universal ad campaign?

A: No. Google has created a Universal Ad Campaign. Initially, a different campaign was to be created for each of the types of text ads, display ads, video ads etc. However, with the universal ad campaign, you can create one single ad that runs across all the platforms. Native ads have to be specific to a publisher.

Q: Do native ads work through Google Adwords in the same way as the display and search networks?

A: You need to consider the publisher’s platform to roll out your ads. Every platform is different. Results can’t be generalized like in case of Google Adwords. They need to be done as a part of DFP where you can run the campaigns.

Q: Which pricing model do native ads work after delivery?

A: There are multiple pricing models that are available. They’re based on clicks, impressions and views on the search, display and YouTube network. Here, native mobile ads use the eCPM model.

Q: In a social context, newsfeeds can be swiped out of infinity, whereas in Google either your ads show at the top or do not show at all. How do we justify this as a Google advertiser?

A: That’s the reason Google gives you the option of native ads. In a social context, you have the limitation to advertise on a specific social platform. You don’t have an option to advertise anywhere else. Your reach will be limited to the reach of that social network. With native ads, you can reach out to any number of mobile apps and publishers as possible as a Google advertiser. In social networks, you can reach audience with newsfeeds customized for them. In case of native app, when someone is browsing through the app, your ads will be shown irrespective of who is browsing it.

Q: Should an app designer think of a design challenge at the stage of designing?

A: Yes. It is a very closely-knit network. Designing has to be streamlined and focused. It isn’t easy and the results are relatively proportional.

Q: Which ads are more useful – the native ads or display ads?

A: Native ads require a lot of effort from the advertiser and give results accordingly. Display ads are also specifically for marketing your product. Each of them has its pros and cons.

Q: Which is the most useful – native ad or display ad? How can we start them?

A: For native ads, Google has launched the beta version in terms of rolling out native ads and will be available to a larger audience soon where you can go to the publisher’s site and start marketing your ads. It will be a part of DoubleClick, DFP that you can start pushing your ads.

Q: Do native ads allow you to have a pop-up window or some way to display videos on which ad developer can work accordingly?

A: A native ad cannot be a pop-up. Being a pop-up it will conflict with user experience and a native ad is not meant to do so. It has to be streamlined with your content. It can be a video. There are specific platforms which let videos to fit in. Videos can be native ads too.

Q: Is there any Google platform where we can manage multiple campaigns? For example, for app download, does a platform include advertising?

A: Yes. Google Adwords helps you do that. You can manage all search, display, video and app install ads – all of them through one dashboard. You also have information about app download, clicks, etc. You can promote various kinds of ads like banner ads, call ads, text ads and various others.

Q: Are native ads good for educational theme?

A: Yes. Native ads must be blended with content. It makes a lot of sense to use native ads in content related to education.

Q: Where are native ads more impactful – on display network or search network?

A: Fundamentally, native ads work on the display network itself because that is where someone is browsing through. They don’t come as a part of the search network where someone is explicitly searching for something. Native ads are seamlessly integrated with your browsing experience.

Q: How and where can we track stats about native ads?

A: Once you roll out your campaigns on DFP, the publisher network where you specifically run your native ads has all the stats. It has all parameters on which you want to judge the performance of ads. You also have insights about the publishers and networks you are advertising on. You can see which apps are giving you conversions, which part of the mobile and which piece of the content is giving you conversions.

Image credits: stackoverflow.com, www.mindsea.com, www.brandignity.com, www.ros.org, www.digitalbookworld.com

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