Marketer and Publisher Perceptions Native Advertising on Mobile - 2015

11
Marketer and Publisher Perceptions Native Advertising on Mobile | March 2015

Transcript of Marketer and Publisher Perceptions Native Advertising on Mobile - 2015

Page 1: Marketer and Publisher Perceptions Native Advertising on Mobile - 2015

Marketer and Publisher Perceptions Native Advertising on Mobile

| March 2015

Page 2: Marketer and Publisher Perceptions Native Advertising on Mobile - 2015

!

Today, native advertising on mobile has arrived. But is it on every brand marketer’s agenda? Is it seen as a promising advertising approach? How will it change perceptions, spend, and the mobile advertising landscape?

As consumer behavior continues to change, advertisers are adapting by evolving more sophisticated and relevant mobile marketing tactics. Mobile native advertising, possessing the twin qualities of higher engagement and lower intrusiveness, became 2014’s catchphrase.

.

Research Scope Global perceptions of native advertising on mobile

Page 3: Marketer and Publisher Perceptions Native Advertising on Mobile - 2015

Our research focuses on some key questions that unearth perceptions towards native advertising on mobile

Research Objectives

How do people define native on mobile?

What is the current state of native ?

What are the main drivers towards, and barriers against, the adoption of native?

What are the key measurement metrics?

Which verticals are likely to spend on native?

Where is native headed towards?

Page 4: Marketer and Publisher Perceptions Native Advertising on Mobile - 2015

The on-device survey analyzed the perceptions of 348 global publishers, brands, and agenciesSurvey Sample by Stakeholder Group

42%

Agencies Brands Publishers Other DSP / Trading Desks

21% 20%

13%4%

Page 5: Marketer and Publisher Perceptions Native Advertising on Mobile - 2015

Q. Do you currently use Mobile Native Advertising? (n=348 respondents)

Current and Planned Usage of Native

57% of the respondents plan to use native

advertising on mobile

36% of the respondents currently use native

advertising on mobile

Page 6: Marketer and Publisher Perceptions Native Advertising on Mobile - 2015

How Advertisers Currently Buy Native

Programmatic : non-RTB 23% 16% 34%

Programmatic : RTB 31% 33% 28%

Non Programmatic (Manual) 46% 51% 38%

Agencies Brands

More than 50% of advertisers currently buy native programmatically

Total

Q. How do you buy Mobile Native Advertising ? Base: n=78 buyers; Brands n=29; Agency n=49

Page 7: Marketer and Publisher Perceptions Native Advertising on Mobile - 2015

Overall

For Brands

29% Lack of expert

suppliers

26% Insufficient data on

effectiveness

22% Difficulty in tracking,

measuring effectiveness

27% Lack of best

practices

26% Lack of expert

suppliers

26% High media cost

Reasons for Not Implementing Native

Q. What is the primary reason for you to NOT use Mobile Native Advertising? (Please select all that apply Base: n=348 respondents; Brands n=74; Agency n=147; Publisher n= 69

Page 8: Marketer and Publisher Perceptions Native Advertising on Mobile - 2015

Importance Total Brand Agency Publisher

Even more important than with other types of ads 46% 58% 39% 50%

Important – same as with other ads 50% 36% 59% 50%

Not very important 3% 6% 2% 0%

Q. How important, if at all, is audience targeting when it comes to Mobile Native Advertising? n= 323 respondents; Brand n= 69; Agency n=140 ;Publisher n=64

96% of the respondents consider audience targeting important with native

Importance of Audience Targeting When Using Native

Page 9: Marketer and Publisher Perceptions Native Advertising on Mobile - 2015

Apps, Entertainment/News, and Retail are the top 3 verticals that are expected to benefit the most from native

Mobile Apps

Entertainment & News

Retail

Health, medical and fitness

Consumer electronics

Auto

Telecom

Sports

CPG

QSR

Others 5%

14%

13%

30%

36%

30%

45%

42%

48%

56%

70%

6%

13%

20%

27%

27%

38%

44%

49%

54%

54%

56%

12%

7%

17%

33%

33%

32%

33%

38%

39%

54%

64%

7%

13%

20%

31%

33%

34%

44%

45%

51%

54%

63%

Total BrandAgency Publisher

Q. According to you, which businesses/ verticals could benefit the most from Mobile Native Advertising in 2015 and beyond? (Please select all that apply.) n= 323 respondents; Brand n= 69; Agency n=140 ;Publisher n=64

Verticals Expected to Benefit Most from Native | 2015 onwards

Page 11: Marketer and Publisher Perceptions Native Advertising on Mobile - 2015