AOL Inc. (AOL) today announced the rollout of a new mobile native unit that will allow marketers to easily and cost effectively run native advertising across premium mobile sites and apps. The unit is designed to engage users within the mobile content experience and ultimately increase the install rate of an advertiser’s mobile or tablet apps. The new native unit currently reaches 86 million users per month*, via AOL owned-and-operated mobile properties and apps such as TechCrunch, Huffington Post, DailyFinance, Engadget, AOL Mail and Autoblog as well as through a growing number of third-party publishing partners. The mobile download app unit integrates into the look and feel of these different properties, guaranteeing a “premium” environment from which consumers can download apps. It is also being rolled out globally to the company’s vast network of third party publishers. Reaching New Audiences throughout the Vast Mobile Landscape Native advertising within the mobile environment provides an easy, cost-effective and content-aware way for brands to engage with potential customers. However, until recently, brands have faced numerous challenges when trying to reach mobile consumers on the global, open Web. First, the few ecosystems available to brands seeking to reach a global audience “natively” are closed environments. Moreover, hundreds of thousands of publisher sites simply don’t have the resources to create their own native units for mobile and thus have not been able to tap into this highly engaging market opportunity. AOL’s new ad unit will allow big publishers and smaller ones alike to take advantage of this form of advertising. “The launch of mobile native ads is a great opportunity for publishers who want to reach consumers where they are spending most of their time consuming editorial content," said Peter Hamilton, CEO, MobileAppTracking. "AOL's mobile native offering is a mobile-first solution that will help publishers make more money and add more value to brands’ mobile advertising campaigns."