In recent years, mobile marketing has been more popular. It presented businesses with an excellent opportunity to tap the growth of smartphone use all over the globe. It is a promising platform because it is not only cost-effective, but it also has an extensive reach. Such form of advertising is also targeted and can be personalized depending on the behaviors of the user.
While it is indeed a given fact that mobile devices will continue to be an impressive platform for advertising, experts are predicting one trend. According to the Facebook Audience Network, the future of advertising is native. It is anticipated that by 2020, almost 2/3 of all smartphone ads will be native advertising.
What is Native Advertising?
According to the International Advertising Bureau, native advertising “takes advantage of the form and function of the surrounding user experiences, all of which are indigenous to the wide variety of mobile devices.” It is one form of content marketing, although it is more focused on matching the format of the ad with the style of the app or the website where it can be found. It is going to be effective because of the fact that it does not look like advertising at all. It is a seamless way to integrate marketing with existing content in the absence of having to push too far or to exert too much force.
A Look at the Future
In the study that has been commissioned by Facebook Audience Network, several interesting findings have been revealed, providing a direction for mobile marketers. The findings from the study will help the marketing people to determine how to create future-proof campaigns and to be guaranteed that their approaches will be effective.
According to the study, 75.9% of digital advertising will be mobile, which will be reflective of an $84.5 billion industry. More so, it has also been revealed that 63.2% of all mobile advertising will be native. It will most likely be adopted by those who are in the utilities, news, and social apps. On the other hand, those in the gaming industry will have more hesitations when it comes to the adoption of native advertising.
More so, there have also been reasons cited on why there are many who are reluctant about the use of native advertising in their strategic initiatives. Some of the reasons include lack of understanding of the available formats, technology limitations, and the lack of pricing standards, among others. In spite of these hesitations, however, as the study commissioned by the Facebook Audience Network revealed, the growth of native advertising is unprecedented, and it won’t take long before this is going to be the global standard when it comes to mobile marketing.