The media landscape has changed significantly in the last few years – and so have display formats and advertising strategies. In our previous blog article, we have already pointed out how companies and brands use digital storytelling for their own positioning. Similarly, storytelling is used increasingly for digital display formats to attract attention and improve interaction.
Why smartphones and tablets become ever more important as advertising media
Last year marks the first year in history where the average daily time spent on smartphones exceeds that of the TV. In addition, many users check for messages hourly. Through smartphones and tablets, advertisers get a detailed analysis of target groups thanks to extensive user profiles as well as a very precise tracking of user behavior.
Which chances lie in mobile advertising
Digital devices as advertising media offer many advantages, yet also risks. It’s all about using the chances intelligently. This includes using new display formats for mobile advertising, as standard banners from desktop advertising can hardly be transferred to mobile devices, especially since the various operating systems and formats won’t allow for any standards. Many users are also annoyed when popup windows can’t be closed, only part of the advert is displayed or loading times increase.
Which technological possibilities are there for mobile advertising
Technological possibilities allow in particular for content-based and context-related native ads that are integrated into the content (text, image galleries, …) and whose responsive design automatically adapts to each mobile device. Native advertising can be implemented in various ways, both in terms of content and technology. The most successful digital advertising formats in terms of content are rich media ads, which return the most interaction with the highest CTR.
And which kinds of storytelling can be used for native advertising? Here are three different approaches:
1. Contextual advertising
App magazines are often read on the way, which makes them eligible for implementing contextual advertising. While reading in a municipal park, the app determines via WiFi, GPS or iBeacon technology, which advertising partners are situated near the reader. He now receives targeted adverts or pop-ups with coupons on his screen, which thanks to their contextual approach are appreciated more freely while at the same time offering added value.
2. Paid Articles
On behalf of advertising partners, whole articles and other content can be included in digital publications, though only if labeled as such. Emotional application reports work very well in this respect, for contents using individualized storytelling approach the reader on many levels. The Guardian is currently testing a new kind of this advertising format, creating native content for an advertising partner over the course of a year, which connects him to sustainability issues and foregrounds interactivity with the reader.
3. Content-based Ads
Content-based adverts or services are closely related to the contents of the magazine. Here, advertising is implemented so that it’s barely noticeable as advertising. This includes links to external articles with related content, but also ads for internal articles that could be of interest who themselves have links to press releases or external content.
Technologically, native advertising only makes sense when it’s responsive and thus suitable for different platforms. Agencies and advertisers can have their ads programmed or they can use digital publishing suites like the Purple Publishing Suite themselves to create their ads. This way responsive ads, games and pop-ups can be integrated into websites and apps over a plug-in.