Tag: mobile marketing

BIA/Kelsey research has shown that this one area is taking a considerable share of marketing budgets.

Marketers are increasing their mobile ad spend in very specific areas. New research shows that both sponsored content and native advertising are becoming an increasingly important focus.

This is particularly true since mobile ad blocking has become such a popular practice among consumers.

The BIA/Kelsey chief analyst and vice president of content, Michael Boland, said that “Native social advertising is the big headline of this forecast.” He added that the FAN and news feed add success from Facebook has provided a new perspective on advertising. As a result, “we’ve dialed up native social’s share of the mobile ad revenue pie.”

Trends in mobile ad spend have also shown that Snapchat and Instagram are moving in similar directions. These include changes to boost the attractiveness and impact of native social formats for marketers.

The report also underscores the falling mobile ad spend when it comes to banner advertising methods.

Even before this report was published, it was clear that banner ads have already fallen out of favor on Facebook. The platform determined that they don’t have very much value when compared to native and video advertising methods.

Boland also explained that the growing use of ad blockers has only accelerated the mobile marketing industry’s trends. As a whole, mobile advertising is moving away from banners and toward material that is immune to blockers. This primarily includes content marketing.

Boland stated that the millennial generation is also being taken into account. For them mobile ad spend on native social ads is more important than any other adult generation. Therefore, marketers grabbed hold of this style and use it to take aim at this extremely important demographic.

This shift is clearly visible through Snapchat. That platform is exceptionally popular among the younger generations.  It recently made some marketer-friendly changes. Among those changes include the automated application programming interface (API) designed for its ad partners. With rapid growth in its user base and great engagement metrics, Snapchat uses native advertising over any other method. It is completely free of banner ads and while this may seem limiting, it has been vital for user trust.

Pandora has announced that it is testing out a new type of mobile advertising to better engage its users.

The streaming music platform has said that its new mobile marketing strategy is a “visual ad experience” that involves the use of interactive mobile ads that are also highly visual. According to Pandora Media, the beta version of its new mobile advertising option will feature ads from the automotive industry, including Lexus Dealer Associations, as well as ads from clothing company Express.

The company’s more than 80 million listeners will now have better control over the ads they receive.

Users of the popular streaming music platform, who already have the power to pick and choose the types of music to which they want to listen, will now also be able to have more control over the ads they receive via an intuitive swipe versus tap-to-dismiss functionality, reported The Motley Fool.

Instead of the previous closable pop-up box, ads will now automatically adjust to fit the size of the phone screen and exist only within the square space that usually displays the album art.

Additionally, the new mobile ad format gives advertisers greater control as well, providing them with the ability to measure listener engagement metrics such as viewability and time spent. Advertisers also have the ability to deliver videos within a responsive display unit. These videos are muted by default when the user is listening to music, but listeners have the option of taping on the video to un-mute it and watch it in full-screen if that is their choice.

The new visual and interactive mobile ads will become available to more advertisers later in 2016.

In a recent blog post from Chris Phillips, Chief Product Officer at Pandora, the CPO said that the company is “setting out to reinvent Pandora’s mobile display ad solution to take better advantage of screen real estate, and features native to our own platform. We’ll also be emphasizing the human need for attention on an ad, which needs to take place before meaningful interaction with brand content can happen.”

The new visual ads will be made up of a series of native, mobile ad formats, according to Pandora. These formats are what help to make rich media, display ads and video more effective and impactful for marketers, the company explained.

Pandora’s full interactive mobile ads program will roll out later this year to all advertisers.