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Native Mobile Advertising: An Essential Performance Measure in the Digital Media Mix

Advertising that does not look like advertising - that is what it was called when the term native advertising had only just emerged. Today, native ad formats are omnipresent and marketing can no longer be imagined without them. Because relevant, user-focused advertising which enriches the content experience rather than interrupting it is more charming and, above all, more influential. An ad placed specifically in the context of the website or app in the form of useful information can significantly increase the willingness to buy. 

Neither Noisy nor Flashy - Finding the Right Context for Native Advertising

Due to the abundance of stimuli to which consumers are exposed in the media, it is becoming increasingly difficult for advertisers to stand out from the crowd with their messages. While on the one hand the advertising impact of classic display advertising continues to decline, and on the other hand aggressive advertising methods even scare off consumers, with native advertising the content adapts to the editorial environment and thus the consumer's intent. However, it is no longer just the context of the content (integration of texts or images into the overall editorial picture) that plays a role: the moment at which the consumer comes into contact with the message during his or her journey is proving to be an essential factor in media planning.

Focus on Users and Precise Targeting at the Time of their Purchase Decision

Native advertising is therefore always a step towards the user. The aim is not to persuade the user to make a decision, but to enrich the offer in such a way that the user is made curious and decides independently to follow the ad. The user is thus not disturbed in their behavior by the advertising message during their visit, but inspired and rewards this in turn with increased trust and engagement. An evaluation of the user behavior allows precise targeting by placing suitable products charmingly in the respective context. Moreover, consumers can be reached exactly at the time when they are ready to make a purchase and would not rather check the football results. Native advertising should pick up the user where he stands, instead of persuading him to do something he doesn't want to do.

Inspired by the Supermarket: Native Ads Become a Service

When implementing native advertising concepts, shopping apps are inspired by the arrangement in the supermarket. The products are strategically placed and take into account the shopping behaviour of the customers in the shop. The position of the goods in the store plays just as much a role as the arrangement and selection of neighbouring products. In this way, logical connections of meaning can be constructed from products of a similar category; typically, jam is placed not far from bread, as the two are often combined. Mobile online offers such as Bring! can provide these buying impulses even more easily by suggesting similar or combinable products directly on the shopping list and opening up their own small product worlds to the user when they actively search for them. The native integration of user-relevant content at the time of the purchase decision enriches the shopping experience.

Conclusion: Convincing with Fresh Ideas and Inspiring Content

The same applies to native advertising: only high-quality, relevant content brings consumers and brands closer together during the user experience. For advertisers, it requires creative ideas to break out of traditional ad thinking and inspire the target group instead of "just" reaching them. Read here how native mobile advertising prevailed over traditional advertising formats last year.


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Head of Markting & Communication
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