Moving on to native experiences within mobile. Many are seeing mobile apps as an effective means of connecting with valuable customers and push notifications are often positioned as a great mobile advertising tool, but users are choosing to opt out of these notifications 50% or more of the time and enthusiasm from advertisers is quickly waning. Whereas native ads on the other hand are proving to be really successful, even amongst those consumers suffering from ad fatigue by matching the form and function of the site or app they are placed on, native ads are far more appealing to consumers. When this is backed by powerful cross-device CRM data, native ads are really allowing advertisers to serve personalised experiences at a time and place that aligns with their customers behaviour.
Of course, we couldn't go through without mentioning social. It's obviously such an important part of the online strategy now that its really providing advertisers an exciting opportunity to engage customers on their mobile devices. Not only can a brand generate meaningful engagement with strategically crafted sponsored posts, social ads help brands stay top of mind. As much as 73% of internet users are visiitng Facebook every single month, and on the back of that, it's not a surprise that social ads are a proven method to re-engage a large number of customers. It's key to create compelling content, but often that's only half the story, so with Facebook exercising increasing control over who can and can't see the brands posts, it's certainly getting difficult for advertisers to get positive results on Facebook without some sort of paid-for strategy, and a good way to increase engagement is to post social ads alongside the native content. CRM customer insights can also be used with Facebook ad campaigns - let's say for example you've got CRM data that showed a woman aged between 20-24 who lives in Manchester who purchased certain products on mobile devices twice as frequently as other customers in those segments, and once you're armed with that data, ad messaging can be served to these audiences at the right frequency on the right device with exactly the right offer tailored to them. Creating these types of segmented ad audiences is a proven method to increase conversion rates.
Recently, Instagram has started to offer advertising opportunities within their social platform. Under the ownership of Facebook, they had a huge 400 million active users and an enormous amount of data that they hold in their audience base. You can start to run really highly targeted campaigns with tremendous scale in an incredibly attractive platform that we have already seen a lot of pickup for from advertisers. In terms of video content, you can now have 30 second videos instead of 15 second videos. We were actually one of the early beta users of Instagram's advertising platform, and we ran a campaign for a US home furniture company, RC Wiley, and the campaign ran the 1st to the 17th of September. The company saw a click-through rate nearly 17x higher than their standard prospecting click-through rate, and drove more than 5,000 likes during the campaign. With Facebook technologies, Instagram's advertising provides a very visual way to target niche audiences.
