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The Effectiveness of Native Advertising

In a world where a lot is happening, new products are emerging, and consumers are constantly changing their behavior, advertisers are increasingly faced with these questions: 

  • How do I reach my target audience(s)?
  • What is the right advertising format? 
  • How do I attract the attention of even those who avoid advertising?

In our article, we explain how brands should preferably proceed and why native advertising in particular can be seen as a solution.

Mobile-first approach - the right approach?

With the speed at which everything is changing, the platforms preferred by consumers also change quickly. In recent years, we have seen a significant growth in smartphone use across all age groups. 

For example, 88.8% of Germans will be using a smartphone in 2021. This is a significant growth compared to 2015, where it was only 65%. In 2023, the number of German smartphone users is even expected to grow to 68.6 million (compared with 67.6 million in 2021). The different age groups behave quite similarly: around 94.2% of 14- to 19-year-olds, 95.5% of 20- to 29-year-olds and 96% of 30- to 39-year-olds use a smartphone. The percentage of those over 70 is still 68%. What do these numbers mean? Brands should pay attention to the mobile-first strategy!

If we look at the figures from Switzerland, we get a similar picture: the proportion of Swiss people who use a smartphone is 90% (in 2019). By 2023, the number of users is expected to reach 7.3 million. Thus, it can already be said that 9 out of 10 Swiss citizens are smartphone owners and users. 

Based on these figures, it can be concluded that the focus of brands should be on mobile advertising. Often, various channels (e.g. social media, SEO, SEA, newsletters, email marketing, etc.) are used to draw consumers' attention to products. But especially advertising-weary or advertising-avoiding target groups are not reached with this, which is why many brands should resort to native advertising to increase the effectiveness of the campaigns. 

The prerequisite: the ads must generate real added value and ideally not be recognizable as advertising. After all, relevant, user-oriented advertising that enriches the content experience and does not interrupt it is more charming and, above all, more influential. An ad that is specifically placed in the context of the website or app in the form of useful information can significantly increase the willingness to buy. 

What is Native Advertising?

Native advertising is in the best case no advertising at all - at least it should not be primarily perceived as such by users. It appears in its presentation like an editorial, non-advertising contribution. 

There are various forms and formats, from videos and posts to editorial and written content. For example, sponsored posts are used on different social media platforms, which appear like normal posts. According to this, the goal of native advertising is to mimic editorial content in order to achieve higher processing of the advertised content, especially among those who otherwise avoid advertising.

This means the subtle advertising messages are to make the users pay attention and look up further information about the shown or written contents.

Is native advertising more efficient at all?

The answer to that is yes! At least that's what different statistics say. For example, Outbrain states that consumers view native ads 53% more than display ads. Additionally, the same source says that consumers trust premium news sites more than social media. In other words: If an article says the vacuum cleaner they want to buy is excellent, people believe it. If the same information is shared on a page on Facebook, fewer people will see it as valuable. 

Another study by Seeding Alliance says that 71% of companies that compared Native Ads to Display Ads found the former performed significantly better. Additionally, the study found that the brand experience among respondents was positively impacted by native ads.  

So what does this mean for advertisers? The statistics show that native advertising can be classified as an effective marketing channel and must be part of the marketing strategy. Because the advertising content appears so normal and familiar to the users, they do not notice the advertising. 

These figures show that brands are also investing more and more in native advertising, especially in the mobile sector: In 2017, it was already stated that 37% of German advertisers want to put 30 to 40 percent more budget into native advertising than in 2016. That these figures will continue to rise is shown in a study by statista, which states that the advertising budget will increase from US $19.57 billion in 2020 in Western Europe to US $92.37 billion in 2025. Thus, it becomes clear: the future lies in mobile native advertising!

Mobile Native Advertising with Bring!

A particularly effective platform for mobile native advertising is the shopping app Bring! 

The shopping app Bring! helps millions of people shop better. The app guides users through the entire shopping process for everyday items such as groceries and drugstore goods - from inspiration, to collaborative planning, to purchase. With the help of practical shopping lists, recipe ideas, offers and individual suggestions, shopping and thus the organization of the entire household is simplified. The numbers speak for themselves: +1.5 million active users in Germany and +300,000 active users in Switzerland per month!

In addition to the shopping platform for consumers, Bring! offers partners from FMCG and retail an innovative mobile advertising platform that enables them to open up new types of marketing channels and place products in the context of shopping in a targeted and native way.

This is because the point in time at which the consumer comes into contact with marketing messages during his or her journey turns out to be an essential factor in media planning.

For example, jam is classically placed not far from bread, as the two are often combined. Mobile online offers like Bring! can deliver these buying impulses even more easily by suggesting similar or combinable products on the shopping list and opening up their own little product worlds to users when they actively search for them. Native integration of user-relevant content at the moment when purchase decisions are made thus enriches the buying experience.

Summary

Every marketer will do everything they can to fill the marketing funnel with potential customers. The more consumers see their ads, the greater the chance that the product will be sold. However, not all marketing strategies perform equally as well. Mobile native advertising is very effective - at least that's what the statistics show.

If more visitors shall be made aware of brands' products, this option should be considered first. In this context, the shopping app Bring! is a particularly effective platform that activates customers during their purchase decision. 

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Sarah
Marketing Expert
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