In markets like India, where consumers spend the majority of their screen-time on smartphones, native advertisements have been hugely successful.
This piece argues that native advertising campaigns have performed better than almost all other forms of digital advertising. The average click-through rates of premium native advertisements are four times higher than non-native digital ads on mobile devices.
With mobile phones fast becoming the most used device for video consumption, brands can leverage evolving technologies like augmented and virtual realities along with 360-degree videos to stand out. The author says that by incorporating consumer data along with the latest technologies can create personalised native advertisements.
This piece argues that brands need to use platforms that centralise and unify audience data and provide deep insights into consumers. Native advertisements can reach its full potential only when data is used to develop and deliver the best campaigns.
[4 minute read]