"What's the next big thing" is always difficult to answer. At its core, the marketing strategy behind Native Advertising definitely holds value. Designing unobtrusive advertising content that not only scales by device but offers something genuinely interesting or entertaining to the user is something every advertising professional should aspire to. Native content also tends to lend itself to going viral more than other advertising, so in this day in age, its certainly something a lot of people are focusing on.
Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears.Consumers find native ads ‘innovative’, ‘fun’, and potentially more effective than other formats.According to The Drum, research by eBuzzer and Nielsen found that 75% of respondents associated a native ad with its parent brand, making it more effective than other digital formats.Native means a lot of things right now (in-feed, advertorial, etc), but in all cases the end goal is a unit capable of commanding CPM's in dollars, rather than cents. The true goal of native is to attract brand budgets. Publishers all realize that revenue from banners and RTB is flatlining, so the next big thing is native in order to command CPM's in $$.
Native advertising is rapidly evolving into one of the most exciting areas of digital media. Reliable sources state that a staggering 7.9 billion dollars will be spent on native ads this year, with this number growing to around 21 billion by 2018. This gives a huge scope for all the publishers to make necesary chnages on their web pages in order to support native advsertising. Its a myth that native is only for big social media players like Twitter and Facebook. Although social media giants have an advantage but other content portals, news properties, video-sharing sites and streaming service providers can also get a big chunk of native advertising. All leading publishers across the globe are now ahaving dedicated sales team to sell native ad formats already. The increase in number of mobile users is also going to add fuel to native advertising.
Now is the single best time in history for publishers and advertisers to provide meaningful, powerful messages within a relevant, non-intrusive context.
With things moving so fast, where do you see native going? What is the future?
Let's discuss and make things happen.
Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears.Consumers find native ads ‘innovative’, ‘fun’, and potentially more effective than other formats.According to The Drum, research by eBuzzer and Nielsen found that 75% of respondents associated a native ad with its parent brand, making it more effective than other digital formats.Native means a lot of things right now (in-feed, advertorial, etc), but in all cases the end goal is a unit capable of commanding CPM's in dollars, rather than cents. The true goal of native is to attract brand budgets. Publishers all realize that revenue from banners and RTB is flatlining, so the next big thing is native in order to command CPM's in $$.
Native advertising is rapidly evolving into one of the most exciting areas of digital media. Reliable sources state that a staggering 7.9 billion dollars will be spent on native ads this year, with this number growing to around 21 billion by 2018. This gives a huge scope for all the publishers to make necesary chnages on their web pages in order to support native advsertising. Its a myth that native is only for big social media players like Twitter and Facebook. Although social media giants have an advantage but other content portals, news properties, video-sharing sites and streaming service providers can also get a big chunk of native advertising. All leading publishers across the globe are now ahaving dedicated sales team to sell native ad formats already. The increase in number of mobile users is also going to add fuel to native advertising.
Now is the single best time in history for publishers and advertisers to provide meaningful, powerful messages within a relevant, non-intrusive context.
With things moving so fast, where do you see native going? What is the future?
Let's discuss and make things happen.
