Mobile Advertising – Traditional versus Native?
Mobile advertising has become a powerhouse as of late. With more and more smartphone penetration rates increasing, the average user has shifted from desktop to mobile. Mobile allows users to be on-the-go. On mobile, everything is connected. Users can read and share news, be on social networks, and engage with friends and family through mobile messaging apps. Because of this, mobile advertising has become a battleground for advertisers. The key to success in mobile for advertisers seems to be integrating advertisements without hindering user experience. This is where Traditional versus Native comes into play. I recently read an interesting article posted by Ian Barker, a free-lance technology writer out of the UK. He discusses an interview with Yannis Dosios, VP of Yahoo Publishers Service. In the interview, the discussion of Traditional versus Native advertisements on mobile is explained.
Traditional advertisements consist of items such as banner ads. These are interstitial advertisements users see across their mobile screens. Yannis explains that these types of ads can be annoying and hinder user experience. I tend to agree with his statement. As mobile devices have smaller screens, users want to experience the best possible atmosphere during their time on their devices. Having annoying banner ads appear can sometimes be overbearing. This is why Native advertisements are so key. Native ads differ in that they are strategically placed within the UI of an app. The end user cannot really tell the difference during their experience. The advertisements are placed naturally, so users can continue doing what they do, without any interruptions.
What makes these advertisements native is how seamlessly they are integrated into the user experience. For example, users scrolling through the Yahoo Finance application articles see a native advertisement after every few pieces of content. This ad has the same look and feel, and layout as the other content sections, while clearly denoting that this content is sponsored. – Yannis Dosios VP of Yahoo Publishers
This is why I feel stickers and GIFs can be the same in terms of native advertising. The sticker and GIF craze has already begun (stickers in Asia & GIFs here in the U.S.). Mobile Messaging apps are an ecosystem that advertisers want desperately to penetrate. However, due to privacy being a key factor as to why they’re so popular, both the messaging apps and advertisers are having a hard time figuring out what the best solution is. Users value privacy, and I agree with that sentiment. As an end user of a mobile messaging app, you don’t want to find out later that your private messages with your friends and family are constantly being screen by potentially unwanted advertisers. This is why stickers and GIFs can prove to be so vital. They are already integrated natively in most mobile messaging apps. However, messaging apps have still yet to figure out the ultimate solution with stickers and GIFs. They are trying all sorts of methods to best integrate with their users, without losing the risk of them uninstalling. An example of this would be Kik and their Kik Brand Cards. Kik and a Brand reaches an agreement to create a “brand channel” where users can opt-in and send messages to that account. They have pre-populated automatic responses that enables the conversation to be fun (See screen shot of a Kik Brand Card below).
Funny of Die Kik Brand Card Account
Although this is engaging and fun, in the end, it isn’t 100% native advertising. This is just one example of advertising for mobile messaging apps. Although this isn’t the final solution, I am sure platforms like Kik and others, are trying to figure out what the next best thing will be.
Hopefully someone will hit the bulls-eye soon 😉