Chinese smartphone users are more likely to interact with native mobile ads and usually spend more time watching them than traditional display banner ads, according to the 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 ($21 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 Meg Chen, global media partnership head of Amplifi China.
The survey was conducted in collaboration with six digital leading media platforms — Baidu, Xiaomi, Sina, Tencent, UC, Yidian — and research partners 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 including Twitter, Instagram and WeChat's Moments.
It resembles editorial content, but is paid for by the advertiser — similar to advertorial.
Dentsu Aegis Network's Ad Spend Forecasts released this month found ad spending on mobile platforms would soon overtake desktops, taking 56 percent of the market.