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Here are three examples why brands should skip banner ads and go native on mobiles

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By James Connelly, founder and chief executive

October 7, 2013 | 3 min read

In the world of mobile advertising, banner ads are the staple. They are the most prevalent ad unit offered by every publisher, network, exchange and affiliate. Because of their ubiquity, banner ads often get overlooked by the typical consumer. In addition, they do little in the way of evoking a positive emotion. Generally, they are viewed as a hindrance to the content they are alongside.

In order to combat this fatigue, there has been a strong push to integrate ads natively. Below are three examples where advertisers have effectively integrated their brand with the app’s native content:

Chevrolet

If you use the Weather Channel app (and you probably do), then you are familiar with the picturesque landscapes that are on display behind the temperature reading. To promote the 2014 Silverado 1500, Chevrolet partnered with Weather Channel to layer an image of the truck above a photo of the landscape. The result was a visually appealing ad that featured a clickable button that didn’t interfere with the user experience.

Jack Link’s Beef Jerky

The advertisers at Jacks Link’s Beef Jerky know their product indexes high with fans of baseball. They took advantage of this relationship by promoting baseball facts on theScore mobile app. Users were presented with baseball facts dubbed ‘Snackable Facts’ with a Jack Link’s banner at the top. Though the Jack Link’s placement resembles a standard mobile banner, the fact that Snackable Facts was presented by Jack Link’s and contained presumably useful content to the user produced a stronger brand affinity.

Johnson & Johnson

Similar to the Jack Link’s example, Johnson & Johnson sponsored the healthy eating section of the WebMd app. When users clicked on this section, they were given tips and recipes on how to eat healthy. Johnson &Johnson took the integration even further by offering coupons and special offers to these users, and encouraged them to sign up for the Healthy Essentials program.Though native advertising might not be the answer for strictly ROI focused and performance based clients, it offers a seamless way to create a strong brand affinity while limiting interference with content consumption. Often, native advertising actually enhances the placement’s content.

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