Guidance Report on Mobile Native Advertising [REPORT]

The Mobile Marketing Association (MMA) released a “Guidance Report on Mobile Native Advertising” that highlights the unique power of mobile native as well as best practices for both advertisers and publishers. This report marks the culmination of a pivotal year for native.
 
Insights drawn from case studies throughout 2015, as well as from the MMA SMoX studies, indicate that mobile native is extremely effective in engaging consumers. More specifically, when optimized for frequency of exposure, mobile native advertising performed as much as 10 times better compared to mobile display advertising at similar frequency.
 
The report shows how mobile native has moved from novel to mainstream and offers guidance to brands and publishers on how they can recognize increased success, making mobile work even harder.
 
“Over the course of the past year, the MMA’s Mobile Native Advertising Committee members have collaborated to share their learning on what makes mobile native advertising stand out to users while matching the form and function of a publisher’s environment,“ said MMA Chief Strategy Officer Sheryl Daija. “As a result of these learnings and the insights from SMoX, we know there is greater attentiveness to the content, creating a need for different rules and best practices to maximize the performance of mobile native advertising.”
 
The report focuses on four key tenets: relevancy, transparency, creative optimization and measurement and provides unique guidance to both marketers and publishers with four actionable steps:
 
Advertisers:

•     Identify the environments and publisher contexts which are most relevant for their campaign and customize the messaging and format accordingly
•     Spice up the ad creative to catch the eye of the user
•     Maximize exposure by leveraging social and viral trends for advertising in social feeds
•     Identify the direct response metrics and the end conversion metrics that impact their business and optimize campaigns towards achieving them

Publishers:

•     Improve the relevance of the advertising message by using 1st party and 3rd party data to create narrow targeting cuts for native ad formats which blend with the context and visual appeal of their app
•     Build trust with the user by disclosing that a unit is an advertisement along with the name of the advertiser
•     Identify the most appropriate placements within the mobile site to balance content with advertisements
•     Create a more persistent awareness of the ad unit by modulating the refresh rates based on the content type and user behavior

“As the native format continues to popularize as an option of choice for optimal effectiveness, our cross-industry committee sees this as a perfect opportunity to codify best practices for publishers and advertisers alike,” said Co-Chair Bob (Babak) Bahramipour of InMobi. “By delivering working tenets for mobile native advertising now, we urge the industry to adopt these principles consistently so that consumers will benefit through an industry standard of compelling and material user experiences.”

To download report CLICK HERE.