increased year over year by 85%."
Furniture shopping has come a long way. No longer is it only an in-store activity, as smartphone and mobile use has become the norm. Nearly half (47%) of furniture shoppers have indicated that they are increasing their online purchases via mobile, and even if they go to the brick and mortar store, it's most likely that it was mobile that drove them there. Searches on smartphones for "Furniture near me" has increased year over year by 85%.
It used to be that when someone shopped for home furnishings, they wanted to do it live and in person ... inside the store. Today's shoppers tend to rely on their smartphones to research products before making a decision, or even visiting the physical locations. What a huge marketing opportunity for businesses; to convert browsers into purchasers via a solid programmatic digital platform, and being there in the critical moments!
If you were to look up the definition of native advertising, you would see that it is content in an online publication that resembles the publication's editorials, but is paid for by an advertiser and intended to promote the advertiser's product. In other words, the advertisement is somewhat camouflaged to appear relevant to its surrounding content.
There are those who adhere to the notion that native advertising erodes consumer trust, or compromises the wall that exists between editorial and advertising. Some have even compared it to "trickery." But as the age-old adage says, "The proof is in the pudding," and the numbers indicate that the native "pudding" is here to stay. In fact, according to a recent study by eMarketer, the spending on native digital display in the United States is expected to increase by an astounding 36.2% this year. This will equate to the sum of $22.09 billion spent on this recent genre of digital advertising.
With the proliferation of devices, screens and platforms, it is much easier in this day and age to reach the right audience with video ads. But how effective is the reach if the attention is lacking? And if the attention is lacking, how likely is the inattentive consumer to consider making a purchase?
According to Nielson research, the attention that consumers pay to a video directly corresponds with the ad recall. This is not groundbreaking news, however. How often have you been watching a program on television and get distracted? Suddenly your mind goes to the source of distraction and your attention to the program is gone!