The loudest buzz in the industry is about ‘native advertising’ and mobile games are becoming quite popular targets for this. With hundreds of games being added to the Play Store and the App Store daily it’s crucial for the developers to consider both monetization and the user experience equally. Native ads can get them the best of both worlds.

Wikipedia marks native advertising as an advertising method “in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. Native ad formats match both the form and function of the user experience in which they are placed.”

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Standard banners do not work well with games. Any standard ad in a game can be easily seen as intrusive. Unlike news, blog or entertainment sites/apps, gaming apps demand a quite richer ad experience for its users. Out of billions of people playing free games on their mobile devices, only a tiny fraction of these actually go for in-app purchases. Hence, game developers may find themselves pushing users for in-app purchases and ultimately leaving them annoyed. With the plethora of free games available on the app stores, game developers should keep the user experience on top priority in order to grow and sustain their user base.

 

Native ads in games are different from the ones in other apps or sites. For example, the native ad posts (sponsored) in Facebook or LinkedIn are not easily distinguishable from the rest of the posts, and those are meant to be so. However, in games the native ads can be easily identified as ads, but these are absolutely non-intrusive. In addition to native interstitials, some ads would offer virtual rewards to the players who engage with the ads, e.g. free coins in the game for watching a video or downloading other apps. Native ads blend in the games much more easily than any other ad format.

 

Developers who are using native ads in their games are witnessing far better monetization results than others who do not use native ads. Compared to an average CTR of 0.3% for ads on news sites, these rewards-based ads in games have a CTR of more than 10%. Many indie game developers use these reward based ads to monetize; for some developers these have even fetched enough revenue to fund more games.

 

Native Ads with Adiquity

Adiquity’s global mobile platform enables app developers and publishers to use multiple ad formats and native ads to fetch maximum revenue. Adiquity has simplified the task of creating native ads – developers and publishers can customize native ads, choose the look and feel of the ad that suits to their app/site. Adiquity ensures that the ad standards are agreeable for both publishers and advertisers and the user experience is richer.

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We are working on a beta release for this solution. If you are an app developer or publisher interested in getting started with Native ads on your app or site, kindly send an email to debajyoti@adiquity.com with subject “Interested in Native Ads”. We would love to get you started. 

Stay connected with us and read our newsletters and blog posts. We have more app developer/publisher monetization solutions coming your way.

 

Native ads have become prevalent in the online space in the last one year. We have begun to notice it on all popular sites where ad is a chief source of revenue. Native Ads are present on popular social media and forum sites in the form of Sponsored Stories on Facebook, Promoted Tweets on Twitter, Video Ads on YouTube, StumbleUpon’s Paid Discovery and Sponsored in Quora. We noticed Google initiating it quite a few years back by showing ads within publisher content. The advertisers ensure that the ad is mentioned as “Sponsored”. Google displays the text “Ads from Google”, so as not to misguide the users/consumers, and not displaying those words is a violation of the Google policy. Offline media like newspapers have had advertorials for decades now. (Advertorials are paid placements attempting to look like an article).

 

Native ads

Wikipedia’s definition – Native advertising is an online advertising method in which the advertiser is providing advertisements with the same user experience as the publisher’s content. The word native is used to refer to the formatting of the advertising materials to make them appear more consistent with other media in the recipient’s universe.

 

Ads specifically on online or mobile media are known to be intrusive to the user experience and ‘Native ad’ is a sincere effort made by the app developer/publisher with the support of the advertiser to make ads least intrusive.

Most of the ad campaigns run by advertisers are CPC campaigns. Advertisers are looking for some action on the ads in order to pay the publishers. Clicks are the least engaging ad formats as against other engagements like downloading and installing apps, playing on an animated ad, viewing a video for a couple of seconds and so on. The click through rates (CTRs) on banner ads have dropped to about 0.1%. Advertisers are getting way fewer clicks and publishers’ revenues have dipped.

This has happened because consumers have learnt to consume free content by ignoring ads and the typical ad slots. This is called ‘banner-blindness’. Banner ads are now standardized, so they look the same on every single site. It makes it easy to ignore ads even if they are relevant and well-targeted.

 

What’s special about Native ads?

  • They look like one among the publisher’s content and they fit right in to it. Since users are actively reading the content, they are more likely to read the ad.
  • The look-and-feel required for a native ad is different across sites or apps, so users are unable to learn to ignore ads.

These result in Native ads having higher CTRs. There is tremendous excitement in the digital publishing world around native advertising and a lot of monies are being spent on research to blend ads with the digital content (which are now called as Native ads).

 

Here are some research results on native ads from Forbes:

  • Users are 25% more likely to look at a native ad than they were at a banner, and look at the ads 53% more frequently.
  • They check them out 4.1 times per session on average, versus 2.7% for banners.
  • Participants in a research have also said they were considerably more likely to share a native ad with others (32% versus 19%) and showed 18% more purchase intent after viewing them.

Users have adapted to these kinds of ads as well. Popular sites like FB and Twitter have native ads and the sites have millions of users using these non-intrusive ads.

From the perspective of the advertisers, accidental clicks are reduced – Genuine clicks are received by users who read the content and then engage with the ad. Advertisers don’t have to spend creative efforts to develop ads. It’s the publishers who customize the ads according to their content.

Adiquity as an ad network platform has simplified this task of creating native ads. Publishers can choose the look and feel of the ad being displayed on their site.

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We are working on a beta release for this solution. If you are an app developer or publisher interested in getting started with Native ads on your app or site, kindly send an email to ranjeet@adiquity.com with subject “Interested in Native Ads”. We would love to get you started. Stay connected with us and read our newsletters. We have more app developer monetization solutions coming your way.