This Q&A is part of our series ‘meet the speakers at Native Advertising Days introducing the different speakers and their field of expertise.
As Glispa Global Group’s VP of Media Operations, Robert Wildner is responsible for the development and operational management of Ampiri, Glispa’s native monetization solution. Robert has a decade of mobile advertising experience ranging from account management and client relationships to business development and operational management. We asked him three vital questions on the business of mobile native.
What is your biggest challenge in explaining mobile native ads to customers?
I think part of the challenge is that the industry is still quite new, but has received a lot of attention before being truly defined. So, the main issue is that when most people think about a native ad, they think about an in-feed ad on Facebook which matches its surroundings – it looks like a normal Facebook post. But native ads are about much more than just their design, and there is more than just Facebook out there.
Get updated with insights from LinkedIn, BurdaForward, Google and The New York Times at Native Advertising Days 2016 in Berlin
Native ads can also exist in non-feed environments, and what’s important here is when they are triggered and what they say. To be native, an ad needs to be non-intrusive and appear at a time which makes sense given the flow of the user’s activity within the app. The ads also have to make sense to the user, meaning that proper targeting needs to be in place. This also leads to higher-quality conversions. These are the things that make ads truly native – not just the way they look.
What will be the most exciting development in mobile native ads in the years to come?
What we are looking forward to the most in the field of mobile native ads is the industry going fully programmatic. Currently, a lot of native inventory is being sold via non-programmatic means, which can suppress profits and reduce efficiency. Ad mediation platforms are excellent ways to optimize for the best performing ad networks and there are only a few great native SSPs out there like Avocarrot which can programmatically deliver native targeted ads and quality users, especially when they are connected to good DMPs to access data.
Do you see a risk of commoditization in native advertising?
Not in the next few years. I think that moving forward, all ads will eventually become truly native ads as marketers realize they really have the most to offer users, and are therefore the most efficient. Of course this means that a degree of commoditization is on the way, but for the foreseeable future, competition will remain because there will always be a difference in terms of how technologically-advanced different solutions on the market are, and particularly, how much audience data they have access to in order to be able to target beyond connection, device type and country, and provide rich data such as gender, age, engagement levels and audiences.
Meet Robert Wildner at Native Advertising Days on November 16th-17th where you will also be presented with inspirational cases, solid insights and actionable tools that you can take home and implement right away. Other speakers include Stephanie Losee, Head of Content at VISA, Jason Miller, Global Content Marketing Leader at Linkedin, Michael Villaseñor, Creative Director of Ad Innovation and Marketing at the New York Times, and Rebecca Lieb, Leading Industry Analyst on native Advertising.