Thought Leadership

Getting started with mobile native advertising is easy

May 7, 2015
By Joe Prusz

Mobile native advertising is making headlines in the digital advertising world, and when you look closely at the stats, it’s easy to see why. Consumers have adopted mobile devices in droves; the mobile device market itself is becoming more variegated, offering consumers more options; and brands are increasingly pressed to find advertising methods that overcome banner blindness with more customized experiences that consumers actually welcome.

In light of those market factors, mobile native advertising might sound like a promising opportunity, but brands might wonder how to effectively test and scale ads that adapt to individual experiences on mobile websites and applications. Does your creative team now need to create a brand new execution for every mobile website or application?

The answer is no. While there are highly customized mobile native opportunities, many mobile native units are actually just compilations of a short list of creative components. That means if you’re doing the following four digital advertising activities already, you’re well on your way to having the assets you need to launch a starter mobile native campaign that can achieve considerable scale for your brand.

If you run banner ads, you already have…

A banner image. Mobile banner specs are determined by aspect ratio, not absolute size. Three IAB standard sizes – the 300×250, 728×90, and 240×400 – meet the mobile native specs for banners. Supported aspect ratios include: 6:5, 3:2, 16:9, 256:135, 5:6, 2:3, and 9:16.

If you have a Facebook or Twitter account, you already have…

A square icon. Some mobile native ads call for square icons sizes 75×75, 150×150, or 300×300. If you run Facebook and/or Twitter accounts for your brand, then you have a square icon you can use to get started in mobile native.

If you run search campaigns, you already have…

Headline and description text. Mobile native ads sometimes call for headlines with a maximum of 25 characters – the industry standard – and descriptions of up to 100 characters, more than Google’s 75-character max and Facebook’s 90-character max.

And if you know what action you want users to take, then you already have…

Call-to-action text, which can be up to 10 characters. Think of the kind of text that can fit on a call-to-action button: “Sign up”, “Buy now”, “Join us”, etc.

Many mobile applications and websites that offer native advertising will simply remix these elements to fit the look-and-feel of their experiences, so be sure that all the creative elements you submit can work well together in every combination.


Rubicon Project powers InMobi Exchange, which now reaches 872 million unique consumers worldwide across 17,000 fully transparent mobile applications. Contact us to learn how to get started testing mobile advertising with Rubicon Project.

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