Vserv, a leading smart data led mobile marketing platform, announced the launch of Vserv Aqua Native, a dynamic native ad format powered by the Vserv Smart Data platform.
Vserv Aqua Native is designed to facilitate a seamless experience for consumers on mobile, inclusive of ads. It displays ads that are customized for the environment, design and layout of the app or site, hence being able to retain consumer attention and reduce ad fatigue. This in turn leads to a higher average click-through rate (CTR) for the publisher.
Commenting on the launch, Prashant Dixit, VP - Global Data & Supply Partnerships, Vserv said: “Vserv Aqua Native is a fluid ad format which can deliver 5760 different permutations of an ad to be displayed on the app or site. In addition to this, Vserv Aqua Native also allows the publishers to fully customize the ad based on their requirement. These unique features combined with our Vserv Smart Data platform make the overall consumer experience more authentic, customized and effective.”
As content is increasingly being consumed on smartphones today, ads are rapidly merging with the app content in the form of native ads. These ads provide a non-intrusive experience for consumers. Besides, it has been reported that 25% more consumers tend to notice native ads, thereby resulting in better conversions. Hence, native ads make perfect sense for publishers who are trying every trick in the book to grab the attention of consumers. The free flowing nature of native ads effortlessly integrates marketing messages into content, without compromising on the user experience and results in earnings that were not previously possible.
“Today’s multi-screen consumer prefers advertisements that do not disrupt the browsing experience. Vserv Aqua Native will enable us to provide more fulfilling experience to our customers and hence we are indeed very optimistic about working with Vserv in this endeavor.” said Radhika Shukla, Head- Digital Media Products, The Hindu, and client of Vserv.
Vserv estimates that consumer interactions via native ads result in a 4X increase in CTR, thus demonstrating that users prefer an engaging experience while browsing through the apps they love. As such, native ads will also comprise a larger share of the mobile display ad budget by 2017, with publishers gradually realizing the positive results that native advertising generates, the company believes.