Posted by Eric Leist
Native is perhaps the hottest trend in advertising right now - and it’s already taking over the mobile ad industry. Advertisers are projected to spend 40% more on mobile this year - up to $18B according to Gartner. When they do, the data will prove what consumers already know: the ad units that work on the web do not work on mobile.
72% of respondents to a recent Dartmouth study said they do not click on mobile ads because the screen is too small. On mobile, screen space is at as much of a premium as UX. But in spite of the screen size, 42% said the mobile experience makes content more immersive than on desktop. The natural solution to mobile ad shortcomings is to turn the ads into content.
Enter Native Mobile Advertising.
We’re seeing it already with ad products from Twitter and Facebook--mobile apps creating new and unique revenue streams by embedding branded messages into the mobile experience. When the immersive mobile experience delivers branded messages that are personally relevant to consumers, everybody wins. That victory is validated further by a case study just released by Constant Contact®, Inc.’s CardStar®.
The top-rated mobile application is used by millions of consumers to easily store and use their loyalty cards and key tags on their phones. It’s new dynamic, location-based user experience improves the app’s usability by decreasing time users spend manually searching for cards.
Powered by Skyhook Wireless’s Context Accelerator SDK, CardStar launched a new interface that intuitively populates users’ loyalty cards, key tags and deal content based on their proximity to nearby geofenced venues. The update brought with it a user experience that better fits into the natural flow of users’ lives, while creating a new revenue stream for CardStar.
“The CardStar app is a one-stop shopping experience for consumers,” said Andy Miller, Chief Innovation Architect at Constant Contact. “We know that the way people shop today is very different than how they shopped even just a few years ago. Mobile phones are central to the shopping process – and consumers expect to be able to find and access local opportunities at the touch of a button. This enhanced version of CardStar gives users that experience with built-in shopping lists and location-aware services that serve up nearby shops and offers.”
CardStar’s new UX dramatically improved user engagement metrics, resulting in a 2x lift in average session length, 57% growth in daily active users and 79% growth in sessions per day. The full case study is chronicled in Skyhook’s ebook on the future of the advertising industry: How Mobile Location and Behavioral Context Skyrocket Conversion Rates.
“CardStar’s success marks the beginning of an era where retail applications tap into their users’ intuitive actions in order to create a more fluid experience through location-enabled interfaces,” said Skyhook CEO Jeff Glass. “Skyhook’s Context Accelerator SDK powers relevant content and dynamic UX while clearing the path to monetization.”