The value of native ads – content ads the nestle into websites natural look and feel – is worth the extra effort required to make them integrate into the natural structure and style of the ad carrier. Data from a consumer survey by Sharethrough and IPG Media Lab used eye-tracking technology to measure user attention.  The data in our table shows pretty strong positive results in favor of native ads.  Consumers were far more likely to view a native ad than a standard banner and natives had the effect of increasing purchase intent and brand affinity.  Thirty-two percent “would share the [natural] content with a friend” as opposed to only 19% who said they’d share a banner.  Source: Sharethrough

An analysis by Singular sets a marker for advertisers.  It compares the timing of marketing effort in key app categories against actual consumer activity.  The result demonstrates that brands are often out-of-sync with the consumers they are trying to influence and they are often spending more money for that influence.  Example: Productivity apps seem to be spending more acquisition money from July through November though consumers are focused on productivity apps in February.  Sometimes advertisers are off a little, other times they are off by a lot.

“Ultimately, what’s clear is that macro trends like seasonal holidays drive consumer behavior, but marketers often try to drive trends instead of riding them.”  Source: VentureBeat