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Advertisers get smarter to interact with audience

CHINESE smartphone users are more likely to interact with native mobile ads, whose contents are more consistent with user context and experience, and they usually spend more time viewing such ads compared to traditional display banner ads, according to a latest study by Amplifi, the media investment and strategic partnership arm of Dentsu Aegis Network.

Native mobile advertising could provide new growth potential for mobile ads and the total market size for news feed advertising in China is expected to reach 142.5 billion yuan (US$20.9 billion) by 2019.

"The extremely fragmented mobile Internet environment requires tailor-made content and format for mobile advertising and our survey finds native feeds has the potential to lead the development," commented Amplifi China Global Media Partnership Head Meg Chen.

The survey was conducted by collaborating with six digital leading media platforms Baidu, Xiaomi, Sina, Tencent, UC, Yidian and two research partner AdMaster and Nielsen.

Native advertising, including news feed advertising, first appeared on Facebook's timeline and was later adopted by a wide range of Internet news outlets and social networking sites such as WeChat's Moments.

Smartphone users don't want to be disturbed when they're browsing news or using social media network, which gives much room for growth for native ads. 

According to Dentsu Aegis Network’s Ad Spend Forecasts released earlier this month advertising spend on mobile will overtake desktop, taking up 56 percent in terms of share of global digital advertising spend.

Digital ad spending’s share of the overall media expenditure is predicted to reach a 37.6 percent in 2018 (up from 34.8 percent in 2017), versus 35.9 percent contribution for television ad spend. 


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