Mobile native ads: Why they matter in modern media plans
October 14, 2025
By Ratnesh Kumar, Lead Product Manager
Mobile native ads are reshaping attention—and how brands win it. As usage continues shifting to mobile-first apps, legacy formats lag. So, what’s working now? The standouts are mobile native ads – especially in-feed and app-install placements—because they’re proven, scalable, and built for performance.
App Install Ads: Still a Go-To for Driving Growth
Despite shifting trends, app install ads remain reliable across utilities, commerce, health, gaming, and fintech.
Today’s mobile users are picky; they scroll past anything that feels off, interruptive, or irrelevant. Consequently, the app install ads that break through tend to share a few traits:
- A seamless path from discovery to install
- Placement in trustworthy, relevant environments
- A native, integrated feel – not something that’s just slapped on
- Visuals and copy that align with how people already browse on mobile
In other words, native app-install ads stand out because they don’t interrupt. Instead, they show up as recommendations-part of the experience, not a break from it.
Why In-Feed Ads Keep Gaining Ground
In-feed ads have taken off because they match how people actually consume content on mobile- swiping, scrolling, diving into articles or videos. When done well, they don’t feel like ads at all. Rather, they designed to blend into the feed and match the tone and layout of nearby content.
That subtlety pays off:
- For one, high visibility without disrupting the experience
- Moreover, stronger contextual and editorial alignment
- And, flexibility to adapt to different goals, verticals, and audiences
For performance marketers, that means better engagement and stronger click-through rates, and users who are more open to taking action – especially when paired with app install campaigns.
What Makes Mobile-Native Work
It’s not just the format that matters-it’s the design choices that make something feel native to mobile. In practice, the strongest mobile-native ads follow a few simple principles:
- Short, scroll-stopping copy
- Clean visuals that look great on vertical screens
- A clear call to action that fits what the user is doing
- Fast, focused landing pages built for mobile
Rather than repurposing desktop formats, these campaigns start with how people actually use their phones and build from there.
Bottom Line
Performance marketing today is all about meeting users where they are and respecting how they interact with content. That’s exactly why native formats like in-feed and app install ads excel. They drive results without being too pushy or intrusive.
So, if you’re looking to grow your user base , launch a new app, or get more from your media spend, mobile-native advertising – especially app install ads – remains one of the most effective tools out there.