B&Q and Domino’s among brands seeing 55% of native ads viewed via mobile devices

Mobile devices are becoming the dominant driver in native ad engagement, according to a report, which tracked campaigns from brands including B&Q, Capital One, Domino’s Pizza, and UBS.

The Adyoulike report, which analysed over 500 million native ads delivered to UK publisher sites throughout 2014, revealed that 55 per cent of users engaged with native ad units – defined as in-feed, sponsored posts, and videos – via smartphones or tablets.

More than two thirds (67 per cent) of people fell into the 18 to 44-year age group, 30 per cent of which were aged either 24 or 25 years old, while 22 per cent were between 18 and 24 years and 15 per cent between 35 and 44 years old.

It also broke down which areas in the UK seem to be the most receptive to native ads, with London, Manchester and Glasgow emerging as the top cities for engagement.

There was a relatively even split between male and female views, with females slightly more engaged than men – 52 per cent and 48 per cent respectively.

The fourth city with high engagement levels was Liverpool, followed by Edinburgh; Leeds; Birmingham; Bristol; Newcastle upon Tyne, and Sheffield.

Francis Turner, managing director at Adyoulike UK, said: “Consumers are moving away from the traditional, both in terms of ad formats and devices. The results show that online advertisers looking to engage with tech-savvy, urban, socially-mobile 18-34-year-olds would be well advised to embrace native advertising formats.

“It’s little surprise that London features top of the list as the city with the largest number of native advertising consumers. Glasgow and Manchester also have young, upwardly mobile populations: it appears that these groups are more receptive to and eager to consume native advertising formats.”

The data was collated via Adyoulike’s geo-targeting software, and will be the first in a series of annual surveys analysing trends and demographics in native advertising consumption.

Jessica Davies

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