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Game Business - Native Advertising

Native Advertising – How Does it Work?

Native advertising is a form of online advertising that matches the form and function of the platform on which it appears. Formats of native advertising can include articles, infographics, videos, adverts and more. They are suitable for all types of apps and mobile games and they’re mostly displayed on news feeds of social apps like Facebook, Instagram or Twitter.

When using native advertising, it’s extremely important to mention that the content you’re presenting is sponsored. This way you’re building a connection between your business and users. It’s important to show what is your organic and sponsored content since users will value your business more.   

Why is Native Advertising so effective?

Many brands and advertisers love native advertising since it brings much higher click-through rates. The shareable nature of native advertising is one of the biggest value assets you can bring to your business. You might ask yourself from where would you get that value?

According to Shareaholic, 70% of people want to learn about products through content, rather than through traditional advertising. Furthermore, people view native ads 53% more often than banner ads.

Since we mentioned click-through rates at the beginning, it’s only fair to mention that Beeby Clark+Meyler led a native advertising campaign for GE which reached 5.1 million people and resulted in 416,000 click-throughs. This is an incredible result reaching over 8% CTR.

If you want to know more about stats for native advertising, click here.

Game Business - Native Advertising

Source: Mobile Advertising Watch

Less Risk Involved

Since native advertising is not intrusive and aggressive, many users engage with native ads inside the app. Using native ads in your campaigns or inside your mobile game will reduce the risk of users not coming back. Statistically proven, native ads definitely bring good results for both publishers and brands.

But, even though statistics prove that native ads are better, you must be really careful of how you create them. Positive numbers and rising percentages are not made just by using native ads. They are made by quality promotional content with the help of native advertising.

To make the best promotional content there is, you need to avoid some mistakes that could happen.

Game Business - Native Advertising

Source: The Motley Fool

Attention Grabbers

Many advertisers and brands struggle with catching the attention of potential users. When making an ad there’s no need to make something that’s simply too much. By too much we mean flashy ads with a lot of colors or pop up ads that no one likes.

If you manage to catch attention with your ad while users have the impression you’re not aggressively selling them something, you’re on the right track.

Game Business - Native Advertising

Source: eSchool News

Investing in Future

According to emarketer, US advertisers will spend $32.90 billion on native ads in 2018, representing more than 58% of the digital display market.

Advertisers are in desperate need of becoming more creative for attracting users attention.

With new technology available for advertisers to analyze their potential users, native ads are without doubt the format you should use. According to Business Insider, native advertising will drive 74% of all ad revenue by 2021.

By knowing that statistic, investing in native ads is also investing in future. Since its growth is happening every day, you can’t go wrong if you invest in something that already works.

Game Business - Native Advertising

Source: EURObiz

Is Native Advertising also Content Marketing?

According to Content Marketing Institute, within which Joe Pulizzi noted:

“I hate to bring out the obvious, but native advertising is ‘pay to play.’ If a brand or individual did not pay for the spot, it’s not native advertising. Although brands may choose to promote their content by paying for visibility, content marketing is not advertising. You do not pay to create or curate content to your own platform. If you are, you should stop that right now.”

 

Native advertising is the present and future best way to promote your app or mobile game. If you do it right, there’s no need to worry about results. You’ll have a trusting audience, brand deals and your revenue will grow. It’s a win-win situation for everyone!

 

About The Author

Hi there, my name is Kristian and I'm the editor-in-chief of GameBusiness.net. Over the past 5 years, I've been perfecting my craft in mobile marketing & online media. My other passions are music, guitars, FPS games & tennis. At GameBusiness.net we're covering all you need to know about mobile game business!

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