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Infographic: Marketer and Publisher Perceptions Native Advertising on Mobile

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InMobi
InMobi

The document summarizes a survey of marketers, publishers, and agencies on their perceptions and use of native advertising on mobile. Some key findings include: - Nearly all respondents (97%) were aware of native advertising on mobile, while 57% were currently using it or planned to use it in the future. - Most advertisers purchased native ads through programmatic (31%) or non-programmatic (46%) means. - Over half of ad budgets were currently allocated to native mobile advertising, and most planned to increase spending over the next year. - The top perceived benefits were better audience engagement and improved appearance compared to other formats. - Metrics like click-through rate, engagement rate, and conversion

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Marketer and Publisher Perceptions Native Advertising on Mobile An ad unit that mimics the look and feel of the surrounding app or mobile web Definition: Native Advertising on Mobile AGREE ON THIS DEFINITION PUBLISHERS 57% AGENCIES 49% BRANDS 43% TOTAL 49% Yes, I currently use it No, I do not currently use it, but I plan to No, I do not currently use it, and I don't plan to Current Level of Understanding : Native Advertising on Mobile 97% Aware of Native advertising on mobile 36% Currently using Native advertising on mobile 57% Planning to use Native advertising on mobile in the future 42% 51% 62%54% 39% 33% 5% 7% 7% AGENCY HOW ADVERTISERS BUY NATIVE ON MOBILE 31%Programmatic : RTB 23%Programmatic : non-RTB 46%Non-programmatic, manual PUBLISHER BRAND Percentage of Digital Ad Spend Allocated To Native on Mobile 46% Total 33% Brand 53% Agency 21% Total 19% Brand 22% Agency 33% Total 36% Brand 32% Agency 1% - 20% (% of Digital Ad Spend) Increase by more than 50% (% of Digital Ad Spend) Increase between 25% - 50% (% of Digital Ad Spend) Currently Allocated Future Allocation Obstacles to Using Native on Mobile Difficult to achieve the scale needed for my marketing objective Lack of expert suppliers for native advertising on mobile 29%21% 22% 22% Insufficient data on the effectiveness of native advertising on mobile 26% Don't understand the best practices for native advertising Difficult to track and measure the effectiveness of native advertising on mobile NAVIGATING THE OBSTACLES Benefits of using Native on Mobile ADVERTISER Engages the audience better than other Ad formats Ads have a better look and feel Increases brand awareness Gives brands a more authentic “voice” Generates quality leads Increases awareness of specific product/services Gives access to premium publisher audiences Others 60% 41% 34% 34% 33% 22% 19% 4% 67% 55% 52% 48% 41% PUBLISHER Provides a better user experience Less instrusive compared to other ad formats Provide relevant and engaging content Earns higher eCPMs compared to other ad formats Offers a better look and feel IMPORTANCE OF AUDIENCE TARGETING WITH NATIVE ON MOBILE 46%Even more important than with other types of ads 3%Not very important 50%Important – same as with all ads Metrics Used to Measure the Effectiveness of Native on Mobile Click through rate 56% Engagement rate 51% Conversion rate 45% Cost per Conversion 40% Number of interactions 51% Brand lift 26% Number of shares 25% Brand recall 22% Dwell time 19% Message association 18% Verticals Expected to Benefit the Most From Mobile Native in 2015 & Beyond 63 54 51 45 44 34 33 31 20 13 7 64 54 39 38 33 32 33 33 17 7 12 56 54 54 49 44 38 27 27 20 13 6 70 56 48 45 45 30 36 30 13 14 5 Mobile Apps Entertainment & News Retail Health, Medical & Fitness Consumer Electronics Auto Telecom Sports CPG QSR Others Total Brand Agency Publisher % of respondents |Insights Total Respondents: N= 348 Reach us at: insights@inmobi.com | www.inmobi.com/insights Follow us on:

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Infographic: Marketer and Publisher Perceptions Native Advertising on Mobile

  • 1. Marketer and Publisher Perceptions Native Advertising on Mobile An ad unit that mimics the look and feel of the surrounding app or mobile web Definition: Native Advertising on Mobile AGREE ON THIS DEFINITION PUBLISHERS 57% AGENCIES 49% BRANDS 43% TOTAL 49% Yes, I currently use it No, I do not currently use it, but I plan to No, I do not currently use it, and I don't plan to Current Level of Understanding : Native Advertising on Mobile 97% Aware of Native advertising on mobile 36% Currently using Native advertising on mobile 57% Planning to use Native advertising on mobile in the future 42% 51% 62%54% 39% 33% 5% 7% 7% AGENCY HOW ADVERTISERS BUY NATIVE ON MOBILE 31%Programmatic : RTB 23%Programmatic : non-RTB 46%Non-programmatic, manual PUBLISHER BRAND Percentage of Digital Ad Spend Allocated To Native on Mobile 46% Total 33% Brand 53% Agency 21% Total 19% Brand 22% Agency 33% Total 36% Brand 32% Agency 1% - 20% (% of Digital Ad Spend) Increase by more than 50% (% of Digital Ad Spend) Increase between 25% - 50% (% of Digital Ad Spend) Currently Allocated Future Allocation Obstacles to Using Native on Mobile Difficult to achieve the scale needed for my marketing objective Lack of expert suppliers for native advertising on mobile 29%21% 22% 22% Insufficient data on the effectiveness of native advertising on mobile 26% Don't understand the best practices for native advertising Difficult to track and measure the effectiveness of native advertising on mobile NAVIGATING THE OBSTACLES Benefits of using Native on Mobile ADVERTISER Engages the audience better than other Ad formats Ads have a better look and feel Increases brand awareness Gives brands a more authentic “voice” Generates quality leads Increases awareness of specific product/services Gives access to premium publisher audiences Others 60% 41% 34% 34% 33% 22% 19% 4% 67% 55% 52% 48% 41% PUBLISHER Provides a better user experience Less instrusive compared to other ad formats Provide relevant and engaging content Earns higher eCPMs compared to other ad formats Offers a better look and feel IMPORTANCE OF AUDIENCE TARGETING WITH NATIVE ON MOBILE 46%Even more important than with other types of ads 3%Not very important 50%Important – same as with all ads Metrics Used to Measure the Effectiveness of Native on Mobile Click through rate 56% Engagement rate 51% Conversion rate 45% Cost per Conversion 40% Number of interactions 51% Brand lift 26% Number of shares 25% Brand recall 22% Dwell time 19% Message association 18% Verticals Expected to Benefit the Most From Mobile Native in 2015 & Beyond 63 54 51 45 44 34 33 31 20 13 7 64 54 39 38 33 32 33 33 17 7 12 56 54 54 49 44 38 27 27 20 13 6 70 56 48 45 45 30 36 30 13 14 5 Mobile Apps Entertainment & News Retail Health, Medical & Fitness Consumer Electronics Auto Telecom Sports CPG QSR Others Total Brand Agency Publisher % of respondents |Insights Total Respondents: N= 348 Reach us at: insights@inmobi.com | www.inmobi.com/insights Follow us on: