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Native advertising volume increases by 14%: Yahoo Report

Over 3,400 publisher properties were a part of this integrated native advertising network and were able to monetise over 74.5 billion global native ad impressions in the second half of 2016

BestMediaInfo Bureau | Mumbai | March 3, 2017

Yahoo-Report

Yahoo recently published its third edition of the State of Native advertising report, which says that the volume of native advertising has increased by 14 per cent. Native advertising is an ad format growing in popularity and helps publishers provide engaging user experiences and monetise their properties.

Over 3,400 publisher properties were a part of this integrated native advertising network and were able to monetise over 74.5 billion global native ad impressions in the second half of 2016.

The growth was seen on all devices across the world. Native advertising in North America remains strong, representing over 33 per cent of the global native advertising market. Yahoo is also seeing a higher native advertising growth on mobile devices across the world, implicating that 2017 could be the ‘Year of Mobile’ for global advertising.

Yahoo for publishers introduced a new native advertising solution wherein publishers can now monetise native video advertising in their native display placements. Publishers working with Yahoo have seen a 446.7% lift in the native ad eCPM (effective cost per thousand ad impression) compared to display.

Matching the right demand with the right publisher inventory is crucial to maximising effectiveness. For instance, brand campaigns focused on increasing app installs see the highest conversion on news and weather apps, whereas campaigns focused on increasing brand awareness see the highest conversion on education and utility apps.

Understanding how the audience is engaged, and on what devices, can help one reach them at the right place and the right time. Consumer engagement in specific apps and on devices varies by time of day and location. For instance, In North America, across all age segments, users typically spend the late afternoons and evenings on their smartphones, while their nights are spent on desktop. In other parts of the world, nights are typically spent on smartphones.

In almost all regions across the globe, messaging / social apps are the most popular apps for conversion throughout the day. However, in Germany, sports apps take the cake. And while music apps see the highest conversion in the morning and evening in the UK, consumers are turning to sports apps in the afternoon.

Click here to view Yahoo State of Native Infographic

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