Shakespeare it’s not, but the title of this post does speak volumes for anyone looking to execute native advertising and get it right. The in-feed content stream that dominates mobile sites, and is routinely being integrated into desktop sites, is the one and only place for native advertising to live and flourish.
We touched on this in a previous post, but it’s worth reiterating. It’s imperative to deliver native advertising where consumers are paying attention – in the center of the site where the content lives. In-feed sponsored content is most useful for established brands that seek to enhance awareness and differentiate their image, deepen existing consumer relationships, launch brand extensions, and influence purchase consideration. The best in-feed sponsored content tells a story and fulfills the human need for a compelling narrative.
We’re already seeing evidence that this works in mobile. Yahoo research shows that 85 percent of mobile users engage with native ads on mobile and that mobile users are twice as likely to engage with ads that are contextualized within a stream of content. Yahoo also revealed that mobile users aren’t turned off by native ads. In fact, mobile users are twice as likely to say that they don’t care if content is an ad–as long as it is engaging.
This research aligns to what a study of over 5,000 consumers this past summer. Conducted by the IAB with Edelman Berland, their study on native advertising survey that in-feed, sponsored content was more appealing and less intrusive than any other major paid media format.
To make in-feed sponsored content work, it must be:
Let’s keep it in the feed!