The Future of Mobile Advertising Goes Native

March 2014

Lichi Wu - Sr. Director of Native Advertising

@lichiwu

Hallo!

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Lichi – About me

Google -> AdMob -> 2 (failed) startups -> Millennial Media

Singapore China Japan

Indonesia Taiwan Korea

Thailand Hong Kong India

Malaysia Australia

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Mobile Advertising Today

Interstitials Offer WallsBanners

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What is Native Advertising?

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Card Design Patterns

Credit: Taylor Davidson, http://taylordavidson.com/2014/cards

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IAB suggest a Native Evaluation Framework

• Form

• Function

• Integration

• Buying and targeting

• Measurement

• Disclosure

What is Native Advertising?

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According to multiple studies conducted by

Sharethrough & IPG Media Labs:

• Consumers look at native ads 52% more than banner ads

• Native ads registered 18% higher lift for purchase intent

• 13% more consumers said they would share a native ad

with a friend

• Consumers look at native ads almost same amount of time

as original editorial content (1 sec vs 1.2 sec)

Source: http://www.sharethrough.com/portfolio-item/native-ad-research-from-ipg-sharethrough-

reveals-that-in-feed-beats-banners/

Is Native better?

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Data signals – What makes direct response mobile campaigns work

• Interests – e.g. Installed app on device

• Locations – on-the-spot and home/work

location targeting

• Cross devices and re-targeting – Follow

users as they go form PC to phone to

wearable

What are the trends

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Performance campaigns (install ads) drive majority of ad revenue

What can you do today?

Work with your native advertising

providers to build a good user

experience

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Make mobile advertising better

Help people discover products that enrich their lives

glispa’s company vision

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www.glispa.com

Sophienstrasse 21A 10178 Berlin, Germany+49 170 5011012 lichi.wu@glispamedia.com

Lichi Wu

Senior Director of Native Advertising