Native advertising continues to make substantial inroads across a wide range of publishers; even some previously resistant pubs, like the New York Times, have gotten on board. Their success has prompted rapid migration onto mobile screens as well, providing some hope to mobile publishers and app developers who had until recently struggled to extract meaningful value from their smartphone and tablet inventory.
While the earliest mobile native pioneers have been the largest social networks—Facebook, Twitter and LinkedIn organize their content into feeds that lend themselves well to the story-driven native placements we profiled in our eBook on native advertising—other prominent publishers and app developers have also successfully made the leap.
In an eBook that we are debuting today, Mobile Native Advertising, we take a look at 13 social networks and publishers, in both mobile web and app form, that represent the state of mobile native advertising today. Each publisher's implementation is evaluated across six dimensions:
- Placement: how the ad fits into consumption flow
- Aesthetic Treatment: how a native ad is distinguished visually from editorial content
- Functionality: how much a native ad shares the same liking, sharing and other options as editorial pieces
- Disclosure: how it’s identified as an ad
- Sponsor Identification: how the advertiser is promoted (logos, blurbs, links, etc.)
- Links: whether the native ad links to on-site or off-site content, if at all
We see similarities across most mobile native executions, suggesting the basis of an early, emerging standard.
Download our free eBook on mobile native advertising and see how in-feed advertising is taking shape on today's smaller digital screens.