CEO and Founder of Kasra talks with about the unprecedented strides his company has been making in the field of Arabic content through the introduction of Native Advertising. Though the field of native advertising is nothing new, the approach this company
Arabad Our data analytics capability is the best in industry, and we will continue to invest in further developing it over the coming years.
beliefs -such as food contentis well consumed with specific segments of men.
Such data and insights allow us to craft highly relevant native ads we believe provide the best experience for both, users and clients. We use data to link clients to their target segments through content that readers truly care about and interact with.
Native Advertising has always been around. How do you explain its resurgence and success? What has been its impact on the Arab world so far?
True, native advertising has always been around; many experts in the industry believe native ads first appeared in 1951 — Guinness’s infographic on oysters. Native ads are content sponsored by brands that readers enjoy. It is the display ads that are new to the advertising game. They first appeared in 1994. Since then, the web has become littered with display ads. Web pages are now saturated with display ads and now are an annoyance to users, especially when they are irrelevant to their interests, which is why their effectiveness is on a sharp decline.
This gave rise to a new form of advertising that is non intrusive to the user —native ads, which have been one of the fastest growing segments within digital marketing. Native ads by digital publishers, like Kasra, are viral stories sponsored by brands that readers can enjoy. According to Business Insider, spend on native ads in the U.S. is expected to reach $21 billion by 2018.