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Vast Majority Of Mobile Users Visually Engage With Native Advertising

Written by Ken Gaebler
Published: 10/21/2014

Yahoo research shows that 85% 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.

At a recent IAB UK Digital Upfronts event, Yahoo revealed research showing 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.

Yahoo Mobile Ad Stats

Yahoo research indicated that 85% of mobile users "visually engaged" with native ads presented in the context of a stream of content, which is 21 percent higher than the number of users who engage with other mobile channel display ads.

"The mobile stream and the integrated impact of advertising and content sitting so well together, so that people don't filter out ads, is the upside and benefits of what native is about," Patrick Hourihan, Yahoo EMEA head of research told Marketing Week.

In a recent report, Adam Stetzer proposed that native advertising may be the missing link in many small business content marketing plans. Specifically, Stetzer suggested that small companies can benefit from two types of native advertising:

  • Promoted Posts -- Promoted posts are paid advertising options on social media sites (e.g. Facebook) that expand the reach of posted content. In many cases, promoted posts enable businesses to reach more than four times the number of users as unpromoted posts.
  • Content Discovery Tools -- When users visit a page or click an article, content discovery tools like Outbrain and Taboola place related content in front of users as native ad recommendations, providing useful information and driving more traffic to small business websites.

For small businesses, advertising on the Web continues to be an effective way to level the playing field by capturing the attention of targeted market segments. With more and more consumers digesting content online, native advertising presents new opportunities for small companies to expand their reach and engage key audiences.

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