Blending in is the new standing out

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advertising.yahoo.co.uk Blending in is the new standing out Changing content consumption habits, driven by the proliferation of devices, means brands are having to innovate the way in which they communicate with consumers, particularly on mobile devices. Yahoo looked at how consumers are reacting to brands’ new efforts to engage with them. Yahoo brings it together.

Transcript of Blending in is the new standing out

Page 1: Blending in is the new standing out

advertising.yahoo.co.uk

Blending in is the new

standing outChanging content consumption habits, driven by the proliferation of devices, means brands are having to innovate the way in which they communicate with consumers, particularly on mobile devices.

Yahoo looked at how consumers are reacting to brands’ new efforts to engage with them.

Yahoo brings it together.

Page 2: Blending in is the new standing out

To find out more about either solution, email [email protected] or pick up the phone to your Account Manager. Source: Yahoo native “In Flow” research, 2014 (total sample 2,000).

Yahoo’s research found that, when consuming a stream of content on mobile users don’t filter ads specifically from the stream in the way they can do with other ad formats. Our use of eye-tracking technology showed that 85% of users visually engaged with Yahoo Gemini native ads, meaning their eyes were drawn to ads within a stream of content. This is 21% higher than visual engagement levels with other types of mobile display ad.

Neuroscientist Dr Jack Lewis told us “Intensive use of digital media and devices will have an impact on attention, memory and cognitive functioning. The emotional engagement gained from native advertising appeals to multi-screening brains”. The human brain adapts to the environment in which it is immersed and mobile has required a new way of processing information. On mobile, the optimum way to digest information is through a stream of content. A stream is the ideal content feed from a user perspective but it’s also good news for brands. In a stream of information it is possible to serve advertising in a contextually relevant experience both by matching the quality, tone and style of the editorial and also the format. While it’s important to provide an intuitive, seamless experience, tailoring the content to your target audience is also vital. When advertising on small screens, advertisers must not forget that content needs to be eye-catching. Research found that 63% looked at images before words when browsing on a mobile device.

HOW CAN YAHOO HELP BUSINESS GROWTH?

Yahoo has unveiled a mobile native advertising solution that responds to these findings. When we tested our Gemini native ads product, we found that users had a 21% higher level of visual engagement with them than other types of mobile display ad. With this in mind, it’s no surprise that there’s a clear alignment between content marketing and native advertising. As data presented here shows content marketing is more important than ever - it’s driving users to click and think differently about a brand. The combination of Yahoo and Tumblr provides powerful opportunities to bring these learnings to life.

Native ads appear within a stream of content

NATIVE BY NUMBERS

• Smartphone users are 2.2x more likely to agree that ‘If content is engaging then I don’t care it is an advert’

• Content marketing mobile native ads deliver 72% more emotional response than other types of ‘in-stream’ ad

• 62% of Yahoo users said that stream advertising is less intrusive

• 58% of Yahoo users agree that stream advertising is a better fit with content than other types of mobile advertising

The engaging natureof native advertising