Native Advertising

What’s Next for Native Advertising?

  • Video: Video is the most promising asset for scalable native advertising. Brands and agencies are doubling down on video production, beyond traditional 15-30 second ads. WPP’s (the largest ad agency holding company in the world) recent investment in Vice and commitment brand content production and native video advertising pours yet more fuel on the fire of branded video content.
  • Standards and metrics: A new category of advertising requires new pricing models and new metrics for success. The IAB has not yet set standards for native ad formats, but with the pressure of billions of dollars of shifting ad spend, they’ll most likely chime in. Keep an eye on this conversation.
  • Scale: Scalable buying platforms will accelerate the shift in advertisers’ ability buy native ads across multiple platforms, starting first with “social DSP’s” built on top of Facebook, then Twitter, StumbleUpon, Linkedin, Zynga, and beyond.
  • Product innovation: Breakthroughs in design and interactive features will bring native advertising to new levels. Facebook’s new in-feed “offers,” Sharethrough’s native promoted videos, and LinkedIn’s personalized recruiting ads all hint at the future for native ad placements.
  • Closed platform adoption: Keep an eye out for platforms like Pinterest launching Promoted Pins, Google Plus launching promoted discovery ads, and Instagram/Facebook mobile to introduce new native ad strategies to the market.
  • Open platform adoption: As open platforms like WordPress, Forbes, New York Times, and beyond begin to adopt native advertising, it will create further opportunity for marketers to distribute brand content at scale.

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