Native mobile ads — for example, Twitter’s sponsored tweets — are outperforming other mobile advertising formats and creating strong engagement with site visitors.
A study by Celtra found higher levels of user engagement for social media rich ads (55.2 percent) than standard native ads (39.1 percent). Social-media-rich ads are defined by their use of video or photos and their redirection to accounts on sites such as Facebook or Twitter.
Native mobile ads are tailored to fit in with or match the content surrounding them, such as a targeted luxury car ad that runs alongside a news story about higher sales figures for the U.S. automobile industry. One of the first historical examples of native advertising online is Google AdWords.
The native mobile format is also providing higher click-through rates than standard banner ads. Advertisers use this rate, which shows the percentage of users who clicked a certain link found on an emailed ad or website, to help determine if an ad is successful.
The average rate for people who clicked on an ad (expanded it) was 1.37 percent on the native mobile ad format for the second quarter of 2013, according to the Celtra study.
That’s a significantly higher number than older Web advertising formats. In an Opera Mediaworks study, visitors clicked standard banner ads .39 percent of the time in apps and .32 percent of the time on mobile websites, equaling a .35 percent average. That study analyzed 378 U.S. campaigns that ran in May. Standard desktop banner ads, the dinosaurs of online advertising, garnered a mere 0.1 percent click-through rate, according to a MediaMind study.
The Celtra analysis reported on more than 100 campaigns in 2013’s second quarter, focusing on how many users expanded ads and also their engagement levels with the ads.
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