Survey: 26% of Advertisers Buy Native Mobile Ad Placements, 97% Say They’re Effective

Posted on

Native mobile adsAccording to a survey from Sharethrough, nearly all U.S. advertising professionals are buying mobile ads, and in the near future it looks like nearly two-thirds of them will be buying native mobile ad placements. For those in need of clarification on what, exactly, “native advertising” is, Sharethrough offers the following definition:

“Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.”

The survey found that 95 percent of respondents said they’re currently buying mobile ads, while 4 percent said they haven’t yet but plan to do so, and 1 percent simply said they don’t buy mobile ads. Meanwhile, 26 percent of advertisers said they’re buying native mobile placements, 37 percent said they don’t yet but plan to do so, 31 percent said they don’t buy mobile placements, and 7 percent said they don’t know what their plans for native placements are.

Sharethrough also found that 97 percent of respondents who are dabbling in the native mobile realm said the medium is very or somewhat effective.

Awareness was cited as the top marketing objective of native mobile ads, followed by branding and brand affinity.

A survey from MediaBrix from late last year found that native or sponsored ad formats can damage consumers’ trust and perception of brands. For instance, 62 percent of consumers said Promoted Tweets on Twitter had a negative or neutral effect on their perception of the brand being pushed. Meanwhile, 72 percent said the same for brands using Sponsored Stories on Facebook.

BIA/Kelsey projects that social ad revenues in the U.S will hit $6.1 billion this year and grow to $11.0 billion in 2017. “Native social formats, including video, and mobile-social advertising will be the principal market growth drivers,” says Jed Williams, director of consulting and senior analyst at BIA/Kelsey.

More

Related Posts

Chief Marketer Videos

by Chief Marketer Staff

In our latest Marketers on Fire LinkedIn Live, Anywhere Real Estate CMO Esther-Mireya Tejeda discusses consumer targeting strategies, the evolution of the CMO role and advice for aspiring C-suite marketers.

	
        

Call for entries now open

Pro
Awards 2023

Click here to view the 2023 Winners
	
        

2023 LIST ANNOUNCED

CM 200

 

Click here to view the 2023 winners!