In a reflection of mobile native advertising’s potential outside of Facebook, JustFab, an online retailer that entices shoppers with a display of beautiful images to provoke purchases, is running a shoe campaign on the Huffington Post news feed on mobile that uses an easy-to-navigate interactive style guide to drive sales.

The ad lets readers scroll to find shoes that fit their sense of style, from practical winter boots to fashion-forward pumps. The ad’s personalized outreach on the Huffington Post ensures it will reach readers on the device they have with them all the time, a trait that has grown important, especially in fashion marketing, with smartphones’ growing penetration.

“These days, personalization is becoming a minimum ante for retailers looking to leverage the power of mobile,” said Wilson Kerr, vice president for business development and sales with Unbound Commerce, Boston.

“Mobile is inherently personal, and this personalized quiz allows Just Fab to gain valuable insights into each customer’s specific style preferences,” he said.

Seamless experience
The use of native advertising on mobile is growing as it provides a more seamless experience than banner ads, which can be disruptive for users. While it is still early days for native advertising, early indications suggest that users find native ads more appealing and less intrusive.

A minimum ante for retailers.

While much of the focus in mobile native advertising has been on Facebook and Twitter, a growing number of publishers are also focusing on building their expertise here.

One of these is Huffington Post, which reached 115 monthly unique visitors last summer. The online news aggregator and blog also has an in-house studio that works with brands on developing their native campaigns.

The JustFab campaign is a good example of what native advertising can accomplish as it uses a large, colorful ad with effective placement that drives readers to a mobile-optimized experience featuring interactivity and multiple ways to engage.

When viewers tap on the native ad, they are taken to a Just Fab mobile page with nine wildly diverse images of shoes, stacked three by three. Viewers can scroll the screen up or down to view all nine.

A headline above the image asks: “For your first boutique, what style of shoes are you looking for? Select as many as you like.”

Scrolling down takes the user to a page advertising a new VIP member exclusive – the first item under $20. Blanks are provided for a first name, email and password.

Leveraging mobile’s intimate nature.

A following page has blanks for a zip code, birthday and information about where the user heard about Just Fab. Optional blanks for specific age group and birth date also are provided.

Scrolling down again reveals a page for selecting shoe size, heel height preference, shoe color preference and dress size.

The user can narrow choices by checking which of four boxes on a subsequent page address the question “which of these speaks to your sense of style?” Three boxes show activewear, business attire or sportwear, with attendant boots and purses. One box has the words, “none apply.”

Scrolling again takes the user to a page with just boots, headed by “It’s girls’ night out! Which will you wear?” Each panel shows a different kind of boot. Again, one panel has the words, “none apply.”

Similarly, another page shows three different boots and the words “none apply” under the headline, “which shoe style is most ‘you’“?

When the user scrolls to a Winter Boots Blowout promotion, the headline draws attention to the buy-one-get-one-free offer, and an offer of two pairs for $39.95. Clicking on the “Get started now” button takes the consumer deeper into the offer, showing the boots in different colors.

Style quiz
A headline says “Take style quiz to get started.”

Making customer preferences a priority.

“Using this data, JustFab can customize the offerings sent, and increase the likelihood that each consumer will keep the styles selected for them,” Mr. Kerr said. “This is a smart use of the personal, intimate nature of mobile, that delights their customers, while also helping their bottom line.”

Final Take
Michael Barris is staff reporter on Mobile Commerce Daily, New York