What is the secret to good native advertising? What is the biggest challenge for native advertising? What is the future of native advertising?
We ask the world’s leading native advertising specialists in our short form video series #NativeAdSecrets.
Today with Robert Wildner, VP of Media Operations at Glispa Global Group, who was a speaker at the Native Advertising DAYS 2016. Read more about our amazing conference right here.
The secret to good native advertising is…
Successful native in-app advertisement is made when the app developer fully understands the user flow within the app. So the goal should be never to disrupt the user with advertisements in the app.
The most successful ad that we are currently seeing at this stage is the so-called ‘Splash interstitial’. Basically, an interstitial which is opened on app-opening, so while the app is being loaded, for example, a game, the interstitial is being shown and automatically disappears once the game or app is ready to play.
The biggest challenge for native advertising is…
The biggest challenge at the current stage for mobile native in-app advertisements comes from the demand side. I think the demand side is mostly worried about their brand perception, meaning that the publisher is allowed and able to reassemble the individual components of the native advertisement by themselves, which might not be in the interest of the budget holder.
The future of native advertising is obviously flourishing.
The future of native advertising is…
The future of native advertising is obviously flourishing. What we have seen over the last year is a significant increase of available supply, more than 200 percent. The demand side itself is a bit behind, so we saw an increase from 2015 to 2016 of 50 percent increase in terms of available budget and budget spent on native advertisement, which was mainly due to the fact of a lower technical adoption rate.
For this year we at least assume that the growth rate from the demand and supply side is going hand in hand, so at the latest in 2020, we think the majority of advertisement on the mobile phone is going to be native advertising.