If there’s one thing marketers have to be very good at, it’s accepting change; because whatever we might like to think, it’s the markets that control us. As trusted advisers to those who employ us, the advertisers and brands, we have a duty to tell them that everything has just changed again.
The market no longer looks up it looks down.
Just a few years ago those people we want to target would be looking up at billboards, cinema screens, headlines and TVs. Now the research tells us we spend more time looking down at our mobile device than ever before. That is now the go to channel for answers and entertainment.
That shouldn’t surprise us because most of us now spend at least half our life actually in the virtual world rather than the physical world. Few jobs these days do not involve interaction with the internet in some form or another and increasing numbers find their entertainment and life partners there too.
This year we have reached a milestone; today more people in the world access the internet via their mobile devices, phones and tablets, than any other device. According to US internet analytics specialists, comScore, accessing the internet via smartphones has increased by just a tad under 400% in the last five years and tablet access by a little over 1,790% in the same period.
Consider these stats from the same study: 13% of the total US population use their mobile device as their only internet access and, among those aged 18-24 years, 25% are mobile only. You don’t really need a statistician to realise that there is a bit of a trend happening here!
Native and mobile – the perfect partnership
Some advertisers seem still to be treating mobile devices as if they’re some sort of side show; but that not only goes against the message in the numbers it also misses a key differential in how we relate to the products in our lives.
While intrusive and disruptive display ads, banners and pop-ups may have worked pretty well on a desktop, they simply don’t cut it on mobile. Screens are too small and users too savvy.
It’s not just about the size, it’s about the relationship between phone and person; it’s intimate, it’s their window to their other world, it’s their independence.
Native advertising has always been built around the understanding of the consumer, and native advertising on mobile meets the needs of both advertiser and consumer by respecting that differential and presenting content with non-interruptive execution.
Native advertising, by definition, mirrors the style and values of the site the reader has chosen to visit, so there is no clash between pure editorial and good quality. Because of this, native advertising on mobile results in a superior user experience, leading to greater engagement and consumer trust.
So just how much longer can you ignore it?
It’s time to discuss your opportunity to reach mobile audiences through native advertising, get in touch with one of our native advertising experts at TAN Media.