Three steps for successful native advertising

<span, says Steffen Hopf, Managing Director & Country Commercial Director of Yahoo Germany.At the Content Marketing Conference on March 5, Steffen Hopf, Managing Director & Country Commercial Director of Yahoo Germany, presented how branded content is created with relevance and then distributed. 57 percent of all marketers have difficulties distributing content, according to a recent study by eMarketer. The triumphant advance of smartphones is creating new rules for mobile advertising and changing the perception of advertising messages. "Native advertising offers the ideal distribution channel for branded content," says Steffen Hopf. "Native ads offer relevant content and can be personalized to suit the user profile."When is native advertising successful?A Effective integration of native displays is the first step towards increasing brand awareness among users and thus conversions. This applies to content that users perceive on smartphones or tablets as well as on the PC. Complete transparencyClear labeling indicates that content is sponsored and creates trust. According to a recent Yahoo study, users are well aware when it comes to sponsored brand messages: 74 percent of mobile users expect to be redirected to a brand page when clicking on a native ad labeled as advertising.Matching the expectations of users is step three for the successful placement of messages: Native advertising can only overcome the perception barrier for advertising if it aligns with user expectations. "It is more important than ever to think from the consumer's perspective," says Hopf. "Advertisers should always ask themselves: What are the expectations of our target group? How can we offer them added value? "The success of native advertising is confirmed by the figures from the Yahoo study on native advertising: 85 percent of users see the ads on mobile devices, which is 21 percent more visible than mobile display advertising. And content-related advertising recall is 19 percent higher with native advertising than with mobile display advertising.Study ProfileThe Yahoo study "The Native Experience: Ad Content in Context" was conducted by the market research institute facit digital in cooperation with the advertising clients Thomas Cook and Weight Watchers. Methodologically, a qualitative and quantitative part of the study was combined: The quantitative study part is a representative online/mobile survey conducted in late July/early August 2014 among 4,014 German internet users aged 14-49, who were randomly assigned 34 conditions (differentiation by environment, mobile/desktop, native/display, brand and communication objective). For the qualitative part, individual interviews were conducted with 40 study participants in order to scrutinize the specific reasons behind the ratings. In addition, eye tracking was used to record the natural course of the gaze. here.