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Mobile native ads drive high engagement rates. And with investment in this area growing every year, more and more marketers are reaching out to native ad networks and using native ads platforms.
Because of high engagement and CTRs, native advertising platforms offer marketers the creative and strategic approaches they need to succeed in this area. And successful native ads must blend in with third-party sites and avoid interrupting the user experience. But they also need to gain attention and drive engagement.
So how can you find the right native ads platforms to balance these challenges and gain traction in this exciting area? We’ll share more about networks in this guide. But first, let’s get down to some basics on what native ads are.
What is native advertising?
Native advertising is a paid advertising format that appears as content on third-party provider sites, feeds, and searches. Content will include articles, editorial, and video. But it must blend in with its surroundings, be non-intrusive and avoid appearing as an ad.
In practice, mobile native ads are pay-to-play, meaning companies pay third-party providers to feature ads on their pages or feeds. This way, marketers gain access to new third-party audiences and use it to support direct-response goals.
As a form of programmatic advertising, mobile native ads usually contain a headline and a CTA or description that encourages users to click on an ad. Three key components make up native ads: Information-Based, In-Stream, and Paid Ads.
Content Features: Contributor-led newspaper Forbes allowed Fidelity Investments to share an article on their site entitled ‘Should You Accept Your Employer’s Pension Buyout Offer?’, informing readers and encouraging them to click on their services.
Search and Promoted Listings: Native ads are often used to promote a direct response on SERPS. Examples include promoted search results or sponsored social media posts.
What’s the difference between content marketing and native ads?
While there are similarities between the two, mobile native ads and content marketing have different aims and objectives. Content marketing is a strategic channel launched by a company to gain higher SERP rankings and lift brand awareness. But native advertising targets users more actively. And these differences are highlighted in the table below:
Differences between content marketing and native advertising
Because of their seamless integration with third-party content formats, mobile native ads are the preferred ads for consumers. According to Outbrain, consumers are looking at native ads twice as much as display ads. And these preferences are leading to increased year-on-year spending in this area.
With such high engagement and CTRs on offer, mobile native ads have a great impact as an advertising method. But this then comes at a cost. CPMs for mobile native ads are around 200% higher than banner ads.
Here’s a selection of eCPMs as a guide:
Native ads eCPMs
Sources: Blognife, kevel
What makes a good mobile native ad?
Mapping out goals and creating an effective plan is the best way to succeed when working with native advertising platforms. But you also need to add plenty of creative thinking.
To help, here are the key aspects to keep in mind when creating mobile native ads.
User expectations are high. And so mobile native ads that use simple designs or load quickly. They should also fit the tone, content, and structure of the third-party platform. Plus, horizontal and vertical image scrolling via carousel is usually effective.
Native ads appear as useful content within a feed on SERP. So important to construct them in a way that doesn’t lead users to assume it’s not advertising something. And this requires a careful balance of creativity and detail.
Includes powerful CTAs
When designing mobile native ads, it’s worth considering that high CTRs often come from good CTAs. A/B testing can help to ensure you’re getting impact with the right Call-To-Action.
What are the challenges of running mobile native ads?
All forms of advertising come with some challenges. But the upsides tend to outweigh the downsides.
In any case, here are a couple of points to keep in mind when it comes to managing native mobile advertising.
ROI, impact, and performance are much harder to measure when it comes to mobile native ads. But this is a key area where native ads platforms can assist marketers.
Avoiding accusations of deception
Since native ads are discrete and appear like content that’s intended to be informative, advertisers need to be transparent. Often that means including the word ‘Sponsored ad’ to meet FTC guidelines on planning native ads.
What are native ads platforms?
So now you’re up to speed on what native ads are, let’s look closer at the platforms that can give you the help you need to launch your own.
Native ads platforms are one-stop shops that support marketers to create and distribute paid content that blends with the third-party media they’re published on. And this can include websites, social media and news feeds. Native ads networks do the leg work to run mobile native ads for both marketers and publishers through programmatic advertising. So, in practice, native ads networks manage DSPs (Demand-Side Platforms), SSPs (Supply-Side Platforms), and the Ad Exchange to get the best results all around.
There’s a wide range of native ad networks and platforms that can help to develop a seamless integration into third-party sites. Some of the different types on offer include:
Self-service platforms can automate mobile native ads for you. For example, ad-engine-as-a service tools are no-code platforms that can automate advertising. Simply set them up with your preferences to get desired results.
A server-side web API is a programmatic tool that will help you to manage data.
Client-based managed services
You can cain access to PPC specialists and full audit tools using a range of client-based managed services.
Native ads networks help marketers in many ways. And some of the key benefits include:
Advanced audience customization, segmenting and targeting
Access to in-house creatives
API’s to build customized ad servers
Faster launch times
Content review in line with regulations
A range of pricing models (e.g. CPC, CPM)
Expertise and resource
Easier set up
Finding the right native ads platforms to partner with is much easier when all of the best providers are stored in a helpful directory. So, it’s just as well that we’ve done all that work for you and compiled them below.
To find out more about how they could help, take a look through our hand-picked list of mobile native ads platforms.
List of the best native ad networks for publishers and advertisers
Today we work with more than 200 GEOs are focused on the most popular ad types - Push, In-page, Native, Pop and Calendar.
AdsCompass - is a global ad network that offers mutually beneficial cooperation for webmasters, advertisers, media buyers and ad networks.
Having our own Ad Exchange and Self-Serve Platform, we are able to provide all our partners multiple options to collaborate.
A unified audience platform, Affle’s MAAS enables mobile advertisers and app marketers to acquire quality users at scale, across directly integrated publishers, programmatic platforms and relevant app recommendations. Leveraging Affle’s mDMP-based connected device intelligence and Affle’s mFaaS platform, MAAS helps reach out to the most relevant users while maximizing quality. Features like unified transparent reporting, CPCU-focused payouts to managed and self-served offering, MAAS is the one stop shop for all your UA needs.
Tagline: Unified Audience Platform for Mobile User Growth
Services: Mobile-first DSP, Data Management Platform (DMP), fraud detection system, Analysis, Creative Suite
Made for growth, built for app marketers.
At RevX, we help app businesses acquire and re-engage users via programmatic advertising to retain and accelerate revenue. We\'re all about taking your app business to the next growth level!
We help you build sound mobile strategies, combining programmatic UA, app re-engagement, and performance branding to drive the results you need to scale your business: with real users, high retention, and incremental revenue.
...Receive SDK mediation
Access the reporting API
The Smaato platform also supports OTT and CTV, native advertising, interactive video, and rewarded video, in addition to standard display ad units.
Smaato’s digital ad tech platform is a completely omnichannel, self-serve monetization solution and free ad server all in one. Smaato gives publishers unparalleled controls to make monetization simple. Publishers can bring their first-party data and manage all inventory in one place. Marketers get access to the highest-quality inventory so they can reach audiences around the world and on any device. Headquartered in San Francisco, Smaato is part of Verve Group, a Media and Games Invest (MGI) company, with additional offices in Hamburg, New York, Beijing, and Singapore.
Mobile platforms: Android, IOS, Mobile, Windows Phone
Campaign types: CPC
Ad formats supported: Banners
Targeting: country, publisher, app, ad format, device, connection type, GPS data, device ID
Popunder, Social Bar (new!), Push Ads, Native Ads, Banner Ads, Video pre-roll (VAST).
Adsterra is a world-renowned ad network with Partner Care approach, serving over 30 billion ad impressions per month worldwide (70% of traffic is mobile). 18K+ direct publishers and 12K+ brands, affiliates, media agencies, and ad networks dealing with mainstream and non-mainstream verticals.
Smadex is the mobile-first programmatic DSP engineered for growth.
We are a technology company led by engineering and data science, focused on uprising the global mobile programmatic landscape through our ad tech solutions.
Using a combination of our own programmatic advertising technology, machine learning, and first-party data, we have over a decade partnering with apps, brands and performance marketers to achieve their growth goals.
We take transparency very seriously. To guarantee our fully transparent platform remains that way, Smadex programmatic partners with the leading third-party platforms to provide innovative solutions and independent measurement at the very core of our service.
Bidease is a mobile DSP platform for mobile marketers. Its built on a foundation of proprietary programmatic advertising technology, Machine Learning, and first party data. Bidease team optimizes campaigns across all major mobile formats for desired post-install behaviors at no risk to its clients’ bottom line.
Mobile platforms: iOS, Android, Mobile Web
Campaign types: CPI, CPA, CPM
Ad formats supported: Banners, Interstitial, Native, Rewarded Video, Video
Targeting: Carrier, Device, Gender, Geo, Interests, IP, OS
ClickAdilla is a high technology self-serve ad network platform that provides quality traffic with ani-fraud and anti-spam systems. The network grants service for advertisers and publishers.
Creating an ad campaign takes only a few clicks - a user-friendly personal account is very intuitive, campaign moderation takes up to 10 minutes and the support team works 24/7 to solve any issues.
...helping brands everywhere drive more online revenue through sponsored listings, internal promotions, native ads, and more.
Kevel (previously Adzerk) is helping brands everywhere drive more online revenue through sponsored listings, internal promotions, native ads, and more. They do this by providing engineers and product managers the APIs needed to quickly build fully-customized ad servers. Their award-winning platform handles over three billion API requests each day, and it’s helped industry leaders like Yelp and Ticketmaster shorten their build times by more than 90%.
...top-notch sources, including direct worldwide placements on Sony smartphones, smart notifications, native assets, reliable SDKs and more.
myAppFree is a performance-based advertising platform, founded in 2015 in Italy by Massimo Caroli and Riccardo Fuzzi, that matches advertisers and publishers. One of the unique features it offers in terms of inventory for advertisers is an access to 40 million plus Sony Xperia smartphone users, as well as own App Discovery that features the best mobile apps for users to discover.
Mobile platforms: Android, iOS, Windows Phone
Campaign types: CPA, CPC, CPI
Ad formats supported: Banners, Interstitial, Native, Notifications
Zoomd is dedicated to helping advertisers and publishers achieve their key performance indicators (KPIs) through a patented, performance-based advertising platform. The Company’s User Acquisition platform unifies more than 600 media sources under one dashboard including Google, TikTok, Samsung premium inventory and much more.
Business Models – Choose your preferred business model CPC/CPI/CPO/CPE/CPA
Fraud – Detection as part of the platform, adding you an extra layer of safety
Measurement – integrated to all major 3rd party mobile measurement solutions
Cost-efficiency – Save countless resources by managing all campaigns under one screen
Data Play – Enjoy machine decisions based on more than 500Million data points a day
Adlane is the ultimate way to monetize your traffic with all most popular formats.
The project is designed specifically as an ultimate way to monetize your traffic using simple integration and popular ad formats: Browser Push notifications, In-page Push, Popunder, Display and Video by CPM / CPC models
We invite everyone to adlane.
It delivers a broad array of mainstream ad formats across display and search channels, including native, banners, video and rewarded ads, to more than 700 million HUAWEI device users around the world.
Huawei has a rich history in the mobile and technology industry and is a leading provider of 5G infrastructure and smart phone devices and tablets. Huawei is committed to bringing digital to every person, home and organization for a fully connected intelligent world.
Doble Via Latam was born in 2004, with VAS services and in 2011 thinking about advertisers needs, we started with mobile advertising business. Positioned at an international level we have vast experience in mobile and video advertising business.
PubMaticdelivers superior revenue to publishers by being an SSP of choice for agencies and advertisers. With our leading programmatic mobile advertising platform, publishers and app developers can leverage the open exchange as well as advanced deal models to maximize their monetization and gain access to brand budgets.
Mobile platforms: Android, IOS
Campaign types: CPA, CPC, CPI, CPL, CPM
Ad formats supported: Banners, In-App, Interstitial, Native, Rewarded Video, Rich Media, Video
Targeting: Publisher, Geo, Audience Segment, Ad Format, Platform, Domain / App, Viewability
With native, high-performing ad formats - Tiles , Notifications, Universal, unique media placements and customization....
VEVE is a performance marketing platform from Affinity Global Inc. that offers unique advertising experiences across OEMs, browsers and telcos. With native, high-performing ad formats – Tiles , Notifications, Universal, unique media placements and customization opportunities, the platform is empowering brands to achieve their advertising KPIs such as sales, app downloads, website visits and user engagement. Additionally, it provides creative and operational support across different languages and locations including the US, UK, EU, IN, ID and CN. VEVE also has its proprietary reporting dashboard to access deep data insights to optimize conversions and user engagement. VEVE also unlocks newer monetization avenues for OEMs and browsers while enhancing users’ online journey.
• Boost new user acquisition – Reach 500+ MN captive audience beyond search and social media network
• Achieve your advertising KPIs – All inventory bought is on performance KPIs such as CPI, CPA, CPC, CPV, etc.
• Highly engaging native ad experiences – Get high conversion rate with non-intrusive, user-friendly ad formats (Tiles, Notifications, Universal) and unique media placement
• 100% Brand safe environment – Custom reporting dashboards for complete transparency, real-time insights, and optimization opportunities
• End-to-end campaign management – Creative and operational support across different geographies (US, UK, EU, IN, ID, CN) and in multiple languages