Before integrating a new ad format to monetize your app, it is critical to grasp its advantages and disadvantages. In this manner, you may plan to improve the outcomes of your app monetization strategies and choose the right technique that fits your app business’s objectives. So, in this article let’s learn the pros and cons of native advertising.
To Begin, What Exactly Is Native Advertising?
Native advertising is an ad format that matches the application where it is displayed. The feel and function of the content on the native ad are similar to the media appearing on the app. It is basically the process of designing advertisements that correspond to the shape and purpose of the surrounding content.
Would Native Advertising Be Effective?
According to a report, native advertisements outperform regular display ads. The report claims that the CTRs for native display ads are 8.8x higher than the average display ad. This means each time a user lands on your mobile application, the engagement with the native ads is also 8.8x higher leading to more revenue from impressions and clicks.
Here are a few types of Native Advertising that are super effective for app publishers:
One of the very first things the publishers should understand about native ads is that there are numerous ad formats to choose from. It’s vital to select the right format so that the adverts blend in with the editorial material while increasing potential earnings.
- Ads that appear in-feed, such as news feed adverts.
- Promoted articles that appear at the head of the app or in the sidebar are examples of Promoted Material.
- Article or promotional messages that appear within or beneath an article are examples of content suggestions.
The Advantages of Native Advertising
There are numerous benefits of native advertising through which app publishers can experience growth, recognition, engagement, and ultimately profit. Listed below are some of the advantages:
1. Attract the Attention of Your Audience
Native advertising is more effective than typical display advertising at increasing brand awareness. As per reports, native ads generate 53% higher views than traditional advertisements. Why? Since they blend more seamlessly into the consumer experience. They fit in with the surrounding content rather than screaming at readers, “This is an advertisement!” Take a look at me!
2. Improve Campaign Performance
The power of native advertising cannot be emphasized. These ads simply outperform many other ad forms in terms of overall performance, assisting publishers to drive conversions and revenue.
In contrast, 71% of users think they strongly identify with the brand through native advertising. Only fewer people feel the same way about display ads.
3. Improve Targeting Capabilities
Native advertisements can be appropriately tailored to specific viewer categories, giving marketers confidence that their impressions will generate the most engagement.
Consider native advertising on an app. A makeup merchant can publish an article or video ad on a fashion-news mobile application, targeting those who have already read a makeup piece and are interested in information and items in this area.
Alternatively, an athletic-wear company can place native ads on a sport’s mobile app or a related gaming app, attracting users who have demonstrated an interest in the sporting product.
Customers enjoy smooth, tailored ad experiences, while publishers and advertisers generate traffic.
4. Create Trust in Your Customers
With recurrent scandals involving security breaches, false information, and corporate malfeasance, trust is important in digital advertising. According to a recent Ford survey, 77 percent of US customers find it hard to trust businesses.
That is why the native ad is so crucial. It assists brands in building trust with their viewers and sharing important material without the need for unpleasant pop-ups or obtrusive messages. According to Adweek, two out of every three Gen X and Z customers prefer branded content to traditional advertisements.
5. Increase the number of clicks
More stat in the native vs. display ad debate: native advertisements have a 40 times greater clickthrough rate (CTR) than regular display ads. Native ad CTR is especially strong in the areas of pets, foods & drinks, and family & parenthood.
The Disadvantages of Native Advertising
Native advertising’s drawbacks are more like challenges. If you can conquer these possible stumbling blocks, you’ll be in a wonderful position to gain the many benefits of this effective advertising method.
1. Monitoring & Creating A Balance Can Be Difficult
Native advertisements have special provisions, it may appear difficult to assess their efficacy, but all you need are the right experts, correct tools, and analytics. You could track impressions, clicks, and CTR, for example.
You may also track views, duration, re-engagement percentages, sales, cost-per-action, and return on capital once the user click is percent on the app. Create a proper balance of native advertising this will determine whether the ad format is effective enough and is receiving the required audience attention.
2. Creating Native Ads Takes Time
Native advertising is more difficult to create than regular ads because they are more engaging. They should blend in with the information around them, whether it’s a gaming interface, a transiting page, or a search result. At the very same period, they must capture people’s attention by giving value quickly and persuading them to click through it and learn further.
Many people are involved in the creation of native ads, including publishers, marketers, copywriters, content creators, and publishing collaborators.
3. Native Advertisements Can Appear Deceptive
There is a narrow line between an advertisement that is artistically mapped to its surroundings and an advertisement that deceives the user. Native advertisements do not wish to deceive. They aim to make it easy to choose between organic and sponsored content. As a result, native adverts should always be labeled with disclaimers like Paid, Sponsored, or, simply, Ad.
4. Need for Cross-Channel Hyper-Targeting
To use native advertisements, publishers as well as marketers need to develop cross-channel hyper-targeting efforts. To do so, they may need to collect additional user information, build distinct custom audiences, and guarantee that their content is tailored to the design, interests, and behaviors of each demographic.
The Bottom Line
A great native advertising strategy has numerous advantages. The advantages certainly exceed the drawbacks, especially if you organize your mobile application in a way that assists you to avoid these usual obstacles.
Due to native ads, marketers are eager to pay and take advantage of better interaction and CTRs, eventually increasing ad revenue for app publishers.
So, if you haven’t yet included native ads in your app monetization strategy, now is the moment. Speak to AppBroda and explore the best ways to monetize your mobile application.
Book a free consultation now!
