When it comes to native ads with mobile advertising, not all marketers are on board. There are a few, to be sure, but not everyone is keen on the trend just yet. eMarketer explained a few factors why in its recent report.
Back in September 2014, Socintel360 estimated US native ad spending growth to the tune of a 46.7 percent increase, totaling $3.2 billion in 2014. That number is estimated to continue rising through the next four years, into 2018, totaling $8.8 billion on a gain of 23.9 percent.
The marketers on board with the trend of native mobile ads feel that small screens and feedable content play a huge part, and polling earlier this year between Rubicon Project and InMobi believe that digital ad buyers see these are big factors, with 57 percent already devoted to native ad campaigns on smartphones and tablets.
However, that does leave an estimated 43 percent that are not interested in mobile native advertising. Why Mainly due to a lack of in-house resources and knowledge, according to eMarketer. They also believe that certain global standards aren’t in place as far as ad units go.
Those who are interested, though, believe that mobile native ads are a great way to not annoy users of devices, with 55.2 percent believing that the ads blend in smoothly with editorial content. They also believe that conversions and engagement rates can be on the rise from this.
As far as getting the others to change their minds, digital ad buyers not interested in mobile believe that testing would certainly help, to see if certain branding met pre-set objectives (47.2 percent of those polled) or the ease of launch with the proper tools (44.4 percent).
There could be more of an upswing from this if certain marketers change their minds. If so, they can take part in a bigger piece of the mobile ad spending pie, with spending set to rise 91.7 percent this year to an estimated $36.46 billion. This number is expected to grow three times by 2018 to $125 billion.
Maybe it wouldn’t hurt for a few marketers to look at the trends and see what works right for them. Mobile native advertising could be where it’s at.
