Let’s face it, Hong Kongers can’t live without their mobile phones and it’s currently estimated that approximately 70% of all internet traffic in Hong Kong originates from a mobile device. That trend is growing, making mobile our primary device to access information on the go and at home, even when we have easy access to a computer.
Mobile however, is a different animal from the desktop and advertisers need to re-think their approach towards advertising on mobile. Advertisers should look towards serving less intrusive, more relevant and timely advertising to consumers on mobile devices.
Native advertising is an advertising method in which the advertiser attempts to gain the user’s attention by providing ad content in the context of the user’s experience. Native ad formats match both the form and function of the user experience in which it is placed. This effort is intended to make this ad format both viable and valuable to brand marketers as well as consumers. Further reading here.
Here are five reasons why you must include mobile native advertising in your next marketing campaign:
Mobile screens are smaller in size and advertisers need to consider the ratio of ads to content in the user experience. Mobile native ads are placed in-stream within the content experience and do not block what the user is trying to accomplish on their phones.
Mobile native ads appear seamlessly within an app/mobile sites’ content, resulting in your ad being able to appear in more places than just a typical homepage placement. The result is that your campaign achieves a wider reach on app/site pages on which users spend most of their time.
Mobile native ads often include contextual and data targeting features that ensure your ads appear at the right time, place and in front of the right audience. In addition, advertisers can include time of day, day of week, browser, location, phone type and model to increase relevance to users and reach exactly who they want.
Mobile native ads often appear to perform better than display ads on mobile by at least 25%, making them one of the better performing ad formats on mobile.
Often viewed in the past as only static and performance driven ads, recent technological advancements have resulted in the development of rich media formats. Mobile native ads now include rich and engaging formats such as chat bots, in-feed videos, in-page scrollers and content listing ads that enable advertisers to incorporate rich media into native ad formats. This enables advertisers to use mobile native for both performance and brand campaigns.
This article is sponsored by Pixels, Asia’s leading multi-screen advertising technology company, a market leader and pioneer in mobile advertising. It owns and operates the Pixels Mobile Ad Marketplace, an award winning mobile private marketplace awarded Gold - Best Mobile Team and Best Mobile Ad Platform (2016 Mob-Ex Awards), Gold – Fast Growth Award (Spark Awards 2016), Silver – Best Mobile Ad Platform (2017 Mob-Ex Awards) and numerous creative and effectiveness awards.
The Pixels Mobile Ad Marketplace reached 100% of all smartphone users in Hong Kong with over 5 million monthly unique visitors according to comScore Mobile Metrix 2017 reports. Targeting features include audience data, contextual, location and more. Mobile Native and Rich Media formats available include our Mobile Native Ad Formats, MONA, LISA and EVA. Find out more at www.pixels.asia