marketer and publisher perceptions native advertising on mobile - 2015
TRANSCRIPT
Marketer and Publisher Perceptions Native Advertising on Mobile
| March 2015
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Today, native advertising on mobile has arrived. But is it on every brand marketer’s agenda? Is it seen as a promising advertising approach? How will it change perceptions, spend, and the mobile advertising landscape?
As consumer behavior continues to change, advertisers are adapting by evolving more sophisticated and relevant mobile marketing tactics. Mobile native advertising, possessing the twin qualities of higher engagement and lower intrusiveness, became 2014’s catchphrase.
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Research Scope Global perceptions of native advertising on mobile
Our research focuses on some key questions that unearth perceptions towards native advertising on mobile
Research Objectives
How do people define native on mobile?
What is the current state of native ?
What are the main drivers towards, and barriers against, the adoption of native?
What are the key measurement metrics?
Which verticals are likely to spend on native?
Where is native headed towards?
The on-device survey analyzed the perceptions of 348 global publishers, brands, and agenciesSurvey Sample by Stakeholder Group
42%
Agencies Brands Publishers Other DSP / Trading Desks
21% 20%
13%4%
Q. Do you currently use Mobile Native Advertising? (n=348 respondents)
Current and Planned Usage of Native
57% of the respondents plan to use native
advertising on mobile
36% of the respondents currently use native
advertising on mobile
How Advertisers Currently Buy Native
Programmatic : non-RTB 23% 16% 34%
Programmatic : RTB 31% 33% 28%
Non Programmatic (Manual) 46% 51% 38%
Agencies Brands
More than 50% of advertisers currently buy native programmatically
Total
Q. How do you buy Mobile Native Advertising ? Base: n=78 buyers; Brands n=29; Agency n=49
Overall
For Brands
29% Lack of expert
suppliers
26% Insufficient data on
effectiveness
22% Difficulty in tracking,
measuring effectiveness
27% Lack of best
practices
26% Lack of expert
suppliers
26% High media cost
Reasons for Not Implementing Native
Q. What is the primary reason for you to NOT use Mobile Native Advertising? (Please select all that apply Base: n=348 respondents; Brands n=74; Agency n=147; Publisher n= 69
Importance Total Brand Agency Publisher
Even more important than with other types of ads 46% 58% 39% 50%
Important – same as with other ads 50% 36% 59% 50%
Not very important 3% 6% 2% 0%
Q. How important, if at all, is audience targeting when it comes to Mobile Native Advertising? n= 323 respondents; Brand n= 69; Agency n=140 ;Publisher n=64
96% of the respondents consider audience targeting important with native
Importance of Audience Targeting When Using Native
Apps, Entertainment/News, and Retail are the top 3 verticals that are expected to benefit the most from native
Mobile Apps
Entertainment & News
Retail
Health, medical and fitness
Consumer electronics
Auto
Telecom
Sports
CPG
QSR
Others 5%
14%
13%
30%
36%
30%
45%
42%
48%
56%
70%
6%
13%
20%
27%
27%
38%
44%
49%
54%
54%
56%
12%
7%
17%
33%
33%
32%
33%
38%
39%
54%
64%
7%
13%
20%
31%
33%
34%
44%
45%
51%
54%
63%
Total BrandAgency Publisher
Q. According to you, which businesses/ verticals could benefit the most from Mobile Native Advertising in 2015 and beyond? (Please select all that apply.) n= 323 respondents; Brand n= 69; Agency n=140 ;Publisher n=64
Verticals Expected to Benefit Most from Native | 2015 onwards
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