A native ad is focused on an experience creation where the advertisement is a cohesive part of the content already being watched by any visitor. This term native means that it is a mobile in-app ad that matches the existing design, feel, form and function of the app, where it is shown.

Advertisers have always been struggling to scale their resources to align with the custom executions of native advertising requirements, mostly on mobile. Over the last couple of years, native has jumped pretty much due to the rise of programmatic in-app formats, enabling  advertisers to deploy their native ads easily, while it is also simple for publishers to offer them.

According to statistics, native is quickly becoming a major ad format. MoPub presented the first scalable solution for app developers. Since such introduction, MoPub showed that the number of apps with native ad inventory soared 251% from the first quarter of 2015 to first quarter  of 2016, while spending on native ads jumped 29.6% from the first quarter of 2016 to the second quarter of 2016.

As native ads are able to improve the in-app experience rather than disrupt the flow of consumption, people are more likely to read, process, click, and engage. Native ads show 220% higher CTR in comparison with their 300×250 counterparts (MoPub, 2016), while 58% of US millennials stated that native ads are more favorable for them — much larger portion than the combined percentages of banner, subscription, pop-up or other ads (Qualtrics, 2016) supporters. According to beta tests, a +56% hike in click-through install conversions on campaigns running native ads was achieved in comparison with other formats like static banner and interstitials.

Native ads take advantage of your existing assets what is useful for not wasting more time with preparation of a unique set of creatives for each publisher. Just check the “native” box in case of launch of a new mobile app install campaign on the TAP and the content of your ads is going to be automatically re-assembled to match each app’s unique design and layout.

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Noah Pepper, a product engineering manager posted in June 28:

“For businesses, Twitter is a place to share news, tell stories, and have conversations that support, educate, and delight their customers. It’s a place for authentic interactions – but we know that creating these kinds of connections isn’t always easy for businesses that are time and resource-constrained. That’s why we built a brand new app to help the busy people behind these businesses.”

Social media managers are able to use Twitter Dashboard for the tweets to manage them, have specific timing and set up custom feeds to track what’s being told about any specific area of business. Furthermore, they can also track keywords and use the tools in the app to brainstorm ideas for tweets.

Pepper adds these examples:

“If you work at a restaurant, a tip like, ‘Your team is as unique as your business. Tweet a surprising fact about one of your team members,’ might remind you to share some recent recognition your chef received. Or, if you’re an interior designer, seeing, ‘Share the love. Like and Retweet kind words from your customers,’ might prompt you to Retweet a customer’s excited reaction to one of your recent projects.”

These new features could be seen as too simplified for some, or even cheesy. But they have to take into account, that there are users/businesses that are only at the beginning of their social media marketing and this app is the right one for them. They could reach needed confidence to start with Twitter and their marketing there, what is exactly what Twitter wants when engaging with these clients.

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