Publishers alike have now fully adopted a framework that delivers content for quick evaluation suitable for a vertical view on mobile platforms. It is time for native ad pros to embrace a mindset that includes a vertical-first approach.
There are over 2 billion active smartphones around the world getting “smarter” by the minute. The users of these 2 billion smartphones are also getting smarter as their technological savviness grows and their ability to decode heaves of information rapidly improves.
Mobile marketers need to make sure to deliver smarter experiences that the consumer can’t dismiss or question.
This year, experience will be the deciding factor whether a native ad thrives or dies. More and more smartphone users understand the process of how ads reach them and therefore expect high end experiences to cut through all the noise that they get bombarded with daily. Mobile marketers need to make sure to deliver smarter experiences that the consumer can’t dismiss or question.
AR (augmented reality) is now the norm for everyone who happens to own a smartphone, so marketers need to keep an eye out on what’s the next in potential techniques they can use. At this year’s CES we witnessed an explosion of improved wearable, hearable, feelable and experiential technology.
Four keys to a successful mobile native advertising approach
Native ad pros may need to take a step back and rethink their key strategies before implementing new campaigns this year. To truly embrace a vertical-first mobile mindset, marketers need to re-evaluate their entire campaign planning approach. A good place to start is to flesh out the answers to some grounding questions concerning four major areas: location, platform, process and method.
1. Location: Where do we find our target group and what are their daily rituals?
We need to identify a clear understanding of when, where and how our consumers use their mobile devices. That’s the only way to make our ad efforts more relative and timely, while at the same time eliminating the risk for redundancy. For example: When Mary is commuting to work at 8:45am on a Tuesday, we want to send her a short story on the Ethiopian coffee farmers her favourite coffee shop sources their coffee beans from.
This can inspire Mary to pick up a cup on her way to the office and further install goodwill towards the coffee shop’s brand. The same message is not at all as effective on Sunday afternoons when Mary is outside the city doing communal work due to her current location and state of mind.
2. Platform: Which platforms are our consumers using and how are they using them?
And what is the framework for given platforms and how does that affect our creative/structural process?Once we have established what platforms/apps our consumers use and for what purposes, we can research the specifics around native ad space for the respective publishers. What type of content they supply, if they allow third party tagging and how their brand safety efforts measures up.
3. Process: What exchanges and DSPs are best suitable for what we want to achieve?
Scan the top native DSPs (demand-side platforms) to figure out the best practices around monetisation, sales, editorial and retargeting. Which platforms offer space with the publishers of our choice, do they allow real-time management and what are the restrictions/costs.
4. Method: What is the end-experience or ultimate feeling we want to evoke?
And how do we produce that experience in the most efficient manner both creatively and structurally?
Now that the framework for location, platform and process is rooted we can, in good conscience, craft the messages and creative we want to deliver. With a foundational system in place we can be more confident as we create, send and manipulate our native ads.
Recent studies show that 80% of US millennial mothers turn to their mobile devices to search for better pricing while out shopping.
Agencies and brands that are not ready to embrace a mobile-first mindset should be prepared to deal with severe consequences. Passive geo-location efforts can result in loss of opportunity to a real-time sale and ultimately loss of market share for many retailers. Recent studies show that 80% of US millennial mothers turn to their mobile devices to search for better pricing while out shopping.
We are moving closer and closer to a complete connected experience where our smart-home products, cars and multiple screens will ultimately come together into one. However, the vertical view will be the approach that guides us there.
This is why it is so imperative to convert (if you haven’t already) into a vertical mindset because it will not only affect our consumers’ mobile experiences but eventually the entirety of their connected lives.
Photo credit: Daria Nepriakhana/Unsplash