Native advertising is still a hot topic, with organizations from the FTC to the Mobile Marketing Association (MMA) weighing in.
Now the MMA has released a “Guidance Report on Mobile Native Advertising” that highlights the unique power of mobile native as well as best practices for both advertisers and publishers.
“Insights drawn from case studies throughout 2015, as well as from the MMA SMoX studies, indicate that mobile native is extremely effective in engaging consumers,” asserts the MMA. “More specifically, when optimized for frequency of exposure, mobile native advertising performed as much as 10 times better compared to mobile display advertising at similar frequency.”
Included in the report is data indicating that mobile native has moved “from novel to mainstream.” It also provides guidance to brands and publishers on how they can recognize increased success via native.
“Over the course of the past year, the MMA’s Mobile Native Advertising Committee members have collaborated to share their learning on what makes mobile native advertising stand out to users while matching the form and function of a publisher’s environment,“ said MMA Chief Strategy Officer Sheryl Daija. “As a result of these learnings and the insights from SMoX, we know there is greater attentiveness to the content, creating a need for different rules and best practices to maximize the performance of mobile native advertising.”
Four key tenets are covered in the report, including relevancy, transparency, creative optimization and measurement. It also offers guidance to both marketers and publishers with regard to identifying the environments and publisher contexts which are most relevant for their campaign and customizing the messaging and format accordingly.
“As the native format continues to popularize as an option of choice for optimal effectiveness, our cross-industry committee sees this as a perfect opportunity to codify best practices for publishers and advertisers alike,” said Co-Chair Bob (Babak) Bahramipour of InMobi. “By delivering working tenets for mobile native advertising now, we urge the industry to adopt these principles consistently so that consumers will benefit through an industry standard of compelling and material user experiences.”