Research from hundreds of YouAppi campaigns run on the company’s OneRun mobile growth marketing platform in 2016 indicates that Native User Acquisition Ads generate Click-Through Rates that are 30 to 40 percent higher than other ads.
In addition, YouAppi contends the native ads convert at double the rate of other mobile ad units. The data comes from YouAppi, a leading mobile growth marketing platform for premium mobile brands.
“Despite the challenges of customizing native ads to match the look and feel of the app or mobile web content in which they appear, native advertising has been gaining traction among app marketers for the following reasons,” the company tells MAW in a provided statement.
There are three main reasons. For starters, mobile app and web design has standardized and accepted design guidelines, for example the 1200 x 627 pixel image, making it possible to run the same creative across multiple apps and websites with minimal or no customization.
Secondly, the improved performance of native advertising has made app and mobile web publishers increasingly open to accepting them because of the greater revenue per ad unit they provide. And last, but not least, the growth of content marketing has provided app marketers with more content which is ready for a native ad format.
“Over the last three years, we’ve seen a tremendous increase in the acceptance of native ads on the part of publishers, while our app marketing clients can now run the same or moderately customized creative ad units across tens of apps and mobile websites,” said Julie Ben-Nun, the Vice President of Media Management at YouAppi.
More information about YouAppi is available here.