Mobile native ads adapt to match the look and feel of the site or app they’re on. With higher engagement rates and improved user experience, they’re becoming a key strategy for brands.
Read on to discover:
- What mobile native ads are and how they work
- The key benefits that make them so effective
- Future trends shaping mobile advertising
What are native mobile ads? Three key characteristics.
Mobile native ads are ads that blend into the content of a mobile app or website. They mirror the platform’s design to create a natural experience for users.
Traditional digital ads usually stand out from content. Native mobile ads do the opposite—unlike pop-up ads or banners, they flow among other posts and let users engage with an ad—or scroll past—without interrupting them.
Let’s see more based on this LinkedIn native ad example:
- They match the style and format of surrounding content. The PartnerStack ad looks like a typical LinkedIn post. It has the same layout and appearance as other updates in the user’s feed—a familiar structure with a headline, image, and interaction buttons (like, comment, repost).
- They’re embedded within the user’s experience. The ad appears directly in the feed, where LinkedIn users expect to see updates and posts. Unlike pop-up ads or banners, it doesn’t disrupt browsing. It flows among other posts and lets user engagement happen naturally without interruption.
- They’re personalized based on user behavior. Programmatic targeting can direct native advertising to users who are likely interested in B2B SaaS solutions (based on their LinkedIn activity and interests). This makes the ad more relevant and appealing. It’s more likely to align with the user’s professional interests and needs.
Let’s quickly compare a native ad with a traditional display ad:
Two key reasons why brands are prioritizing mobile advertising
Mobile advertising helps brands stay relevant and connect with consumers in real-time, on their preferred devices.
- Brands reach consumers on the primary channel for internet traffic. As of January 2024, mobile devices (excluding tablets) made up nearly 60% of global internet traffic. Some regions like Africa see even higher mobile usage. And with 5G expanding worldwide, mobile use is only going to increase.
- Mobile lets brands build more engaging experiences that feel personal and timely. By using data like location, app usage, and organic search activity, native mobile ads create messages that feel relevant and tailored to each user. For example, a mobile ad might offer a discount at a nearby store as someone walks by—or it can suggest a product they recently looked up. This level of immediacy and relevance is harder to achieve on desktops, where ads often lack these personal context clues.
Key formats of native advertising
Mobile native ads come in various formats, each suited to different platforms and user experiences. Many of these native ad formats are programmatic. This means that software automates the ad placement process to quickly target users with precision and therefore help professionals automate day-by-day tasks.
Here are the main types of native mobile ads you’ll encounter:
- In-feed ads appear within content feeds on platforms like Facebook, Instagram, or LinkedIn. They resemble regular posts and are often labeled as “sponsored” or “promoted.” The LinkedIn example from earlier is an in-feed ad. It blends into the user’s feed with a format that looks like a typical post.
- Recommendation widgets—often found at the end of articles or video content—suggest related content. A recommendation widget on a news website, for example, might offer a mix of editorial links and sponsored content tailored to the user’s interests, inviting further engagement.
- Custom content ads (branded content) are articles or videos that match the style of the site or app. A brand sponsors this content as part of an advertising partnership. One example is National Geographic’s collaboration with DHL. They created an informative feature on wildlife conservation for YouTube that has seamless integration with DHL’s brand message.
- In-feed native elements are separate ad elements that blend into the platform’s content style and functionality. For instance, Instagram carousel ads allow users to swipe through multiple products in a single post. Another example is Snapchat’s “Stories” ads that look like regular user posts or Facebook’s product collections that let users explore items by swiping left.
- Promoted listings are common on platforms like Amazon or Etsy. There they appear alongside regular product listings and are labeled “Sponsored.”
So, why do brands love native ads? Let’s explore their perks and see why an ad disguised as a helpful tip might just be the key to winning over an audience.
5 key benefits of native advertising
Imagine you’re scrolling through a recipe app. You tap your way through vibrant photos of delicious meals. You swipe down—and a colorful list of quick dinner ideas fills your screen, each option more tempting than the last.
As you keep scrolling, a suggestion for a handy new kitchen tool pops up right alongside the recipes. It fits perfectly with the content feed around it, almost like it belongs there.
Instead of standing out as an ad, it feels like a useful tip just for you.
That’s what native advertising is all about.
Here’s why this approach works so well:
Less intrusive experience
Rather than demanding attention like a flashy pop-up, a native advertising improves your browsing and offers something relevant.
Since the kitchen tool ad feels like it’s part of the recipe content, it doesn’t disrupt your flow.
Higher engagement rates
Native advertising encourages engagement by blending with content users already enjoy.
This cooking tool suggestion actually aligns with your interests. So it naturally catches your eye. This seamless integration means people are more likely to interact and click through—just because it feels like a natural extension of what they’re already browsing.
Increased trust and credibility
When an ad feels more like a friendly suggestion than a hard sell, it’s easier to trust.
Users are generally more comfortable with content that reflects the platform’s vibe and native ads capitalize on that. By mimicking organic search results, they help brands build credibility through a clearer understanding and create positive impressions.
Better performance metrics and conversion rates
Native ads often outperform traditional display ads with higher click-through and conversion rates. All because they align with what users are already looking for and don’t disrupt their experience, unlike when you rely on pay-per-click ads.
For example, this cooking tool suggestion has a better chance of engaging someone than a standard banner ad. Simply because it doesn’t trigger “ad blindness” where viewers subconsciously ignore obvious ads. This way, native advertising can significantly boost campaign effectiveness and overall results.
Effective targeting for higher relevance and impact
Finally, with mobile data, native ads can zero in on the right demographics, behaviors, and interests. This targeting ensures the ad:
- resonates deeply with the audience
- delivers a personalized experience
The kitchen gadget ad isn’t shown to everyone but targets cooking enthusiasts specifically.
Native ads often perform well in conjunction with search engine placements. With native ads, you’re not just casting a wide net. You’re using data to find the exact people who are most likely to care.
Top trends in mobile native advertising
Mobile native ads are getting smarter and more interactive, thanks to new tech. Here are some of the trends shaping the future of mobile advertising:
Programmatic and video native ads
Programmatic ads are like digital matchmakers, quickly connecting ads with just the right audience. Short-form videos are taking center stage as well. They tell stories in bite-sized clips that grab user attention right away. In fact, ad spending on short videos is set to hit a whopping $99.4 billion in 2024.
Some videos autoplay to instantly hook viewers, while others wait for a tap. Either way, they’re designed to slip right into the mobile experience—just like that friend who easily blends into any crowd.
AI in ad optimization
We can’t talk about ad optimization without mentioning AI—it’s practically a law at this point.
When planning a native advertising campaign, brands can now lean on AI to connect with their target audience. Here’s how it helps:
- generate creative ideas. AI can quickly suggest themes, text, or visuals for ad variations.
- spot trends with predictive insights. By analyzing user data, AI picks up on patterns in engagement and preferences. This way, it knows exactly what users want to see—probably even before they do.
- personalize in real-time. AI customizes native ads on the fly, using real-time data like app activity or location.
- do A/B testing. AI sorts through data, picking out key themes, and suggesting which ad variations to test. This helps marketers quickly test variations to see what clicks.
When using Nexd for making your creatives, make sure to check out our AI Ad Creator, a tool that helps you generate various display layouts from very limited assets.
Interactive and immersive ad experiences
Native and display ads are going all-in on interactivity. Imagine seeing how a new sofa would look in your living room through an AR ad. Or testing out a game with a playable ad before you download it.
Check out Nexd’s VR Showroom layout here.
And as smart speakers like Alexa and Google Home become more common, voice-activated ads are joining the mix too. Users can chat with brands and get quick answers hands-free, making it easier than ever to connect with products.
To wrap up
Mobile advertising continues to grow. And brands focus on ads that feel more relevant and timely for their audience.
Here are the key takeaways from this article:
- Better user experience: Native ads blend in naturally with organic content, unlike traditional ads that can feel disruptive. They often achieve higher click-through rates.
- Smart targeting: With mobile data, native ads reach the right audience with precision. It’s all about fishing where the fish are, leading to more conversions and better returns.
- Exciting new formats: From AI-driven customization to AR experiences and immersive video, native ads promise to be more engaging than ever.
Native ads show us that effective advertising doesn’t have to be loud or in-your-face.
They fit right in, stay relevant, and offer content that people actually want to see.
So, why not blend in instead of standing out?