The document explores the perceptions of marketers and publishers regarding native advertising on mobile as of March 2015. It reveals that 57% of surveyed respondents plan to use mobile native advertising, with significant interest in audience targeting. Key barriers to adoption include a lack of expert suppliers and insufficient data on effectiveness.

1. Marketer and Publisher Perceptions
Native Advertising on Mobile
| March 2015

2. !
Today, native advertising on mobile has arrived. But is it on every
brand marketer’s agenda? Is it seen as a promising advertising
approach? How will it change perceptions, spend, and the
mobile advertising landscape?
As consumer behavior continues to change, advertisers are
adapting by evolving more sophisticated and relevant mobile
marketing tactics. Mobile native advertising, possessing the twin
qualities of higher engagement and lower intrusiveness, became
2014’s catchphrase.
.
Research Scope
Global perceptions of native advertising on mobile

3. Our research focuses on some key questions that unearth perceptions towards native
advertising on mobile
Research Objectives
How do people
define native on
mobile?
What is the current
state of native ?
What are the main
drivers towards, and
barriers against, the
adoption of native?
What are the key
measurement
metrics?
Which verticals
are likely to
spend on native?
Where is native
headed towards?

4. The on-device survey analyzed the perceptions of 348 global publishers, brands, and agencies
Survey Sample by Stakeholder Group
42%
Agencies Brands Publishers Other
DSP / Trading
Desks
21%
20%
13%
4%

5. Q. Do you currently use Mobile Native Advertising? (n=348 respondents)
Current and Planned Usage of Native
57%
of the respondents
plan to use native
advertising on mobile
36%
of the respondents
currently use native
advertising on mobile

6. How Advertisers Currently Buy Native
Programmatic :
non-RTB
23% 16% 34%
Programmatic :
RTB
31% 33% 28%
Non Programmatic
(Manual)
46% 51% 38%
Agencies Brands
More than 50% of advertisers currently buy native programmatically
Total
Q. How do you buy Mobile Native Advertising ? Base: n=78 buyers; Brands n=29; Agency n=49

7. Overall
For Brands
29%
Lack of expert
suppliers
26%
Insufficient data on
effectiveness
22%
Difficulty in tracking,
measuring
effectiveness
27%
Lack of best
practices
26%
Lack of expert
suppliers
26%
High media cost
Reasons for Not Implementing Native
Q. What is the primary reason for you to NOT use Mobile Native Advertising? (Please select all that apply Base: n=348 respondents; Brands n=74; Agency n=147; Publisher n= 69

8. Importance Total Brand Agency Publisher
Even more important than with other types of ads 46% 58% 39% 50%
Important – same as with other ads 50% 36% 59% 50%
Not very important 3% 6% 2% 0%
Q. How important, if at all, is audience targeting when it comes to Mobile Native Advertising? n= 323 respondents; Brand n= 69; Agency n=140 ;Publisher n=64
96% of the respondents consider audience targeting important with native
Importance of Audience Targeting
When Using Native

9. Apps, Entertainment/News, and Retail are the top 3 verticals that are expected to benefit the most from native
Mobile Apps
Entertainment & News
Retail
Health, medical and fitness
Consumer electronics
Auto
Telecom
Sports
CPG
QSR
Others 5%
14%
13%
30%
36%
30%
45%
42%
48%
56%
70%
6%
13%
20%
27%
27%
38%
44%
49%
54%
54%
56%
12%
7%
17%
33%
33%
32%
33%
38%
39%
54%
64%
7%
13%
20%
31%
33%
34%
44%
45%
51%
54%
63%
Total Brand
Agency Publisher
Q. According to you, which businesses/ verticals could benefit the most from Mobile Native Advertising in 2015 and beyond? (Please select all that apply.)
n= 323 respondents; Brand n= 69; Agency n=140 ;Publisher n=64
Verticals Expected to Benefit Most
from Native | 2015 onwards

10. To download the complete report: click here