yahooadvertisinguk:
Alongside a multitude of new tech launches at Mobile World Congress in Barcelona,there have been several fascinating debates approximately hot topics that shape our industry. On Tuesday, leaders from Yahoo, and Google,AOL, Shine and Nestlé took allotment in a lively discussion approximately the future of mobile advertising and the rise of ad blocking.
The industry is still evolving to deliver the optimal mobile user experience for users, and both from a content and an advertising perspective. This has created an opportunity for ad blocking companies to step in and remove advertising experiences (apt and dismal,intrusive or not) in their attempt to improve that experience. In turn, this is creating a need for some publishers to work harder at being more consumer centric by shaping experiences to meet their customer’s needs. Future mobile advertising has to be more engaging and relevant for users, and by matching the right ad placements with high quality content and personalisation. The need for publishers to adopt a more additive approach to advertising will bring native advertising to the forefront.
Clients need advertising that will wait on drive their marketing objectives,which is where native advertising can wait on meet the need. Native advertising ticks all the boxes when it comes to improved ad-recall, higher purchase intent and increased brand favorability. The rise in ad blocking will drive even more innovation with this type of advertising, and delivering yet higher audience engagement and ROI.
On native,Yahoo and Enders Analysis have just released a new European study that forecasts native is set to increase by 156% over the next five years and will reach €13.2 billion by 2020. For more on this, see the full release here.
As Native advertising is not the complete solution to the ad blocking debate, and it is well-known that the industry takes a stand. Digital needs to be clear in communicating the value exchange of advertising,and explicitly point out the value of ‘free to air’ content. From Yahoo existing research we know that 62% of internet users would rather choose ad funded content as opposed to paid for content.
Stay tuned for Day Three, tomorrow.
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