This document discusses how consumer habits are shifting to mobile devices, requiring brands to innovate how they engage with consumers. Yahoo research found that when consuming content on mobile, users do not filter out ads as much as on other formats. Their eye-tracking showed 85% of users visually engaged with Yahoo's native ads, which is 21% higher than other mobile display ads. The research suggests native advertising that appears within a stream of content is an effective way for brands to engage users on mobile in a contextually relevant format.

1. advertising.yahoo.co.uk
Blending in
is the new
standing out
Changing content consumption habits, driven by the proliferation
of devices, means brands are having to innovate the way in which
they communicate with consumers, particularly on mobile devices.
Yahoo looked at how consumers are reacting to brands’ new
efforts to engage with them.
Yahoo brings it together.

2. To find out more about either solution, email info-yahoo@yahoo-inc.com or pick up the phone to your Account Manager.
Source: Yahoo native “In Flow” research, 2014 (total sample 2,000).
Yahoo’s research found that, when consuming a stream of content on mobile users don’t filter ads specifically from the
stream in the way they can do with other ad formats. Our use of eye-tracking technology showed that 85% of users visually
engaged with Yahoo Gemini native ads, meaning their eyes were drawn to ads within a stream of content. This is 21% higher
than visual engagement levels with other types of mobile display ad.
Neuroscientist Dr Jack Lewis told us “Intensive use of digital media and devices will have an
impact on attention, memory and cognitive functioning. The emotional engagement gained
from native advertising appeals to multi-screening brains”.
The human brain adapts to the environment in which it is immersed and mobile has required
a new way of processing information. On mobile, the optimum way to digest information is
through a stream of content.
A stream is the ideal content feed from a user perspective but it’s also good news for
brands. In a stream of information it is possible to serve advertising in a contextually relevant
experience both by matching the quality, tone and style of the editorial and also the format.
While it’s important to provide an intuitive, seamless experience, tailoring the content to your
target audience is also vital. When advertising on small screens, advertisers must not forget
that content needs to be eye-catching. Research found that 63% looked at images before
words when browsing on a mobile device.
HOW CAN YAHOO HELP BUSINESS GROWTH?
Yahoo has unveiled a mobile native advertising solution that responds to these findings. When we tested our Gemini native ads
product, we found that users had a 21% higher level of visual engagement with them than other types of mobile display ad.
With this in mind, it’s no surprise that there’s a clear alignment between content marketing and native advertising. As data presented
here shows content marketing is more important than ever - it’s driving users to click and think differently about a brand. The
combination of Yahoo and Tumblr provides powerful opportunities to bring these learnings to life.
Native ads appear within a stream of content
NATIVE BY NUMBERS
• Smartphone users are 2.2x more likely
to agree that ‘If content is engaging
then I don’t care it is an advert’
• Content marketing mobile native ads
deliver 72% more emotional response
than other types of ‘in-stream’ ad
• 62% of Yahoo users said that stream
advertising is less intrusive
• 58% of Yahoo users agree that stream
advertising is a better fit with content
than other types of mobile advertising
The engaging nature
of native advertising