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I've a bad feeling about native mobile ads

over 3 years ago | From Contently | Author: Sam Petulla

The rise of mobile is undeniable: mobile devices now account for over half of adults’ time spent online, according to a new report from Comscore and Jumptap, and many in the younger demo are going mobile-only. That leaves brands and publishers alike with a big problem: display ads don’t work on mobile. They’re so ineffective that they only fetch a minuscule $0.75 CPM, compared to $3.50 for desktop, according to renowned Wall Street analyst Mary Meeker’s 2013 internet trend’s review. Brands don’t want to pay for them, and publishers can’t use them to monetize their mobile traffic. So what’s the industry to do

The solution — right now, the only solution — is native advertisements. Feed-based design dominates the mobile web, and in such an environment, “interruptive” ads, such as banners, distract users at best and upset them at worst. Advertisements that integrate seamlessly into the feed, however, are very effective in such an intimate environment. And as Digiday reports, publishers and social networks are increasingly embracing this reality and doubling down on native ads.....

       

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