If you’ve been wondering why the entire mobile world is buzzing about native ads, perhaps it’s time to learn a little bit more about them and start using them to beef up revenues of your apps.
Being a developer requires constant improvement in so many fields, not the least in financial management and marketing. No app can become successful unless it can return sufficient income for the developer to continue working on new features and updates. Ad revenue often represents a huge chunk of revenues for each app, so it is crucial to organize ad space within your app in the most rational way. As it turns out, understanding and applying native ads is a great way for developers to take advantage of their app’s popularity.
Fundamentals of native ad marketing
The simplest way to define native ads is to say they are advertisements that don’t look like advertisements. Instead they adopt the shape and form of “native” content for the platform on which they appear, blending in seamlessly and bypassing consumer’s resistance towards commercial messages. In this way, the recipients can consume the message alongside normal content without clumsy interruption of their natural mental flow.
This form of communication found its full application in the online and mobile marketing sectors, but roots of the native advertising go much deeper. Legend of traditional print advertising and founder of one of the largest global ad agencies, Mr. David Ogilvy, knew about power of mimicry and pioneered the “advertorial” approach, where paid ads were designed to look like editorial pieces. With technical limitations of the printing process now significantly abridged by information technology, marketers have a free hand to seek for creative expressions of their core values in ways that were hard to imagine only a decade ago.
What makes native ads more effective than normal ads?
The numbers are clearly indicating that native ads work far better than banner ads or interstitials, with around 70% of customers preferring this method to traditional advertising. This may be true to even greater extent in the hyper-dynamic context of mobile advertising, where users have very little patience for aggressive product pushing. Human mind erects defensive barriers to protect itself against information overload and less invasive ads are more likely to slip through the cracks in this hardened psychological armour.
Furthermore, many users feel like native promos have real information value and are often ready to share them with others without any external motivation. If the marketer gets a little lucky, this could start a viral campaign that spreads through the cyber-space based on voluntary recommendations, which is an outcome that can’t be planned or intentionally produced. On the other hand, making the ads too similar to “real” content can be counterproductive, as some people might see this tactic as trickery and deceit. To avoid this, it is important to follow some basic native ad guidelines and stay within the confines of good taste.
Why are native ads such a perfect match for mobile apps?
App developers can never get enough of ad revenues, especially if they are not charging directly for downloads. It is no wonder that native ads were embraced so quickly by the developer community, since their effectiveness in practice often means the difference between staying afloat and going under, particularly immediately after launch. Classic online advertising is poorly suited for smaller mobile screens and variable connection strength and has historically been fiercely resisted by the mobile users – setting the stage for the current trend to develop in response.
User experience is an essential element part of every good marketing plan, as satisfied users are more likely to remain loyal to the product. Retaining existing users is a never-ending quest for independent app developers and big studios alike, largely because it costs a lot to acquire new customers every couple of months. After spending so much effort to create a client base, annoying the users with too extensive commercialization sounds like a really bad idea, but at the other hand few developers can afford to keep their apps ad-free. Thus, native ads are a fortunate middle-ground that allows healthy balance between respecting user privacy and building strong revenue streams. Furthermore, if you base the ads on the right type of content that is well-liked by the regular users of your app, you are increasing the odds that the ad will attract a lot of organic traffic.
Boosting your profits with native ads
It would be naïve to expect that everything there is to learn about theory and practice of native advertising for mobile apps can be summarized in a single blog post. This is a developing area that is constantly advancing and ambitious developers should consider recruiting professional help of specialized marketing teams skilled at this technique. It is important to keep in mind that large part of the “native magic” comes from the visual side, calling for presence of experienced art director at the very least, except in cases when the developer is able to handle the graphics personally.
Use of native ads will allow developers to implement additional paid contents in places where that could not be done before, hence creating some extra income without interfering with the existing promotional elements. Precise monitoring of ads’ performance will give you a clear picture about your prospects going forward, so you can calculate projected earnings into your monetization strategy and take appropriate measures to assure short-term and long-term profitability. Many developers gradually realized that native ads are an excellent primary mechanism for increasing the value of their apps and started using them almost by default. Once your app features well-executed native ads in all the right places, you can expect stabilization of your revenues and start planning your next app.
You can try native ads in one of your apps within less than 10 minutes – start by creating an account here.
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