When it comes to mobile advertising, most marketers agree that video and native advertising formats offer a better, less-intrusive user experience and lead to superior engagement and brand awareness than display banner ads, according to a new survey.
On behalf of Trusted Media Brands, Inc., Advertiser Perceptions surveyed 283 brand marketers and agency executives in December to determine what they perceived to be the biggest benefits of video and native advertising on mobile, and whether or not they'll overtake display banner ads in 2016.
Sixty-three percent of marketers used banner ads on mobile last year, the survey found, while only 45 percent expect to do so again in 2016. Meanwhile, the same amount of marketers (45 percent) each expect to use video and native as part of their mobile advertising efforts this year.
Native advertising was the single format that the most client marketers themselves claim they will use in 2016, while pre- or mid-roll video was the most popular choice among agency executives.
The top three benefits of mobile native advertising cited by marketers were the perceptions that they are less intrusive, increase brand awareness, and foster better engagement. Agency executives in particular pointed to the fact that native advertising provides a more authentic brand voice, while client marketers favored the better user experience offered.
The difficult aspect of native advertising, however, is that easily interpretable metrics like impressions and clicks are becoming less and less telling. Across the board, the biggest challenge reported with native advertising was simply measuring success.
For mobile video advertising, the three most-cited benefits were increased brand awareness, further engagement, and the fact that videos are well-suited to users' consumption behavior.
View the full report by Rich Sutton, chief revenue officer at Trusted Media Brands, here.