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The Future of Mobile Advertising Goes Native
March 2014
Lichi Wu - Sr. Director of Native Advertising
@lichiwu
Hallo!
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Lichi – About me
Google -> AdMob -> 2 (failed) startups -> Millennial Media
Singapore China Japan
Indonesia Taiwan Korea
Thailand Hong Kong India
Malaysia Australia
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Mobile Advertising Today
Interstitials Offer WallsBanners
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What is Native Advertising?
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Card Design Patterns
Credit: Taylor Davidson, http://taylordavidson.com/2014/cards
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IAB suggest a Native Evaluation Framework
• Form
• Function
• Integration
• Buying and targeting
• Measurement
• Disclosure
What is Native Advertising?
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According to multiple studies conducted by
Sharethrough & IPG Media Labs:
• Consumers look at native ads 52% more than banner ads
• Native ads registered 18% higher lift for purchase intent
• 13% more consumers said they would share a native ad
with a friend
• Consumers look at native ads almost same amount of time
as original editorial content (1 sec vs 1.2 sec)
Source: http://www.sharethrough.com/portfolio-item/native-ad-research-from-ipg-sharethrough-
reveals-that-in-feed-beats-banners/
Is Native better?
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Data signals – What makes direct response mobile campaigns work
• Interests – e.g. Installed app on device
• Locations – on-the-spot and home/work
location targeting
• Cross devices and re-targeting – Follow
users as they go form PC to phone to
wearable
What are the trends
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Performance campaigns (install ads) drive majority of ad revenue
What can you do today?
Work with your native advertising
providers to build a good user
experience
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Make mobile advertising better
Help people discover products that enrich their lives
glispa’s company vision
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www.glispa.com
Sophienstrasse 21A 10178 Berlin, Germany+49 170 5011012 lichi.wu@glispamedia.com
Lichi Wu
Senior Director of Native Advertising
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