Predictions for Native Advertising in 2017
No one knows exactly what the future holds. However, the 23 outstanding experts (featured in the new e-book) have a better shot than most people at predicting how the coming year will affect native advertising. Reading their predictions, there’s no doubt it will be a seminal year.
Reaching the right audiences on the right platforms is no easy task in a fragmented media landscape. Hopefully, the wise words of these 23 experts will contribute to making your work with native advertising even more successful in 2017.
Advertisers and publishers will focus on better quality.
Largely up to now branded content has been seen as a separate entity which is there to communicate a marketing message, rather than inform and entertain an audience. Brands and audiences will increasingly demand content which is compelling and resonates with them or they will vote with their feet, by using Ad Blockers or not engage with the content. Branded content will become as good or better than a publisher’s normal editorial output by increased investment, a more integrated approach and a developing market where publishers have more confidence to control the execution.
Brands will take advantage of publishers’ in-house content studios
In 2017, I expect to see brands take more advantage of in-house content studios at publishing companies as a couple of factors collide: more budget for direct marketing will go to Facebook and Google and scaling amazing content will get harder for brands to do internally. The brands that take advantage of in-house content studios will see a huge lift in sentiment and exposure, while the brands that rely only on one or two channels for direct sales will likely see ROI only increase in direct correlation with their on-platform spend. I also expect to see publishers to make sure that the demarcation of native advertising is clear.
Marketers will realise that connecting with consumers through content is better
Smart brands now know that when consumers engage with their content, they engage with their brand. Content drives more impactful engagement with consumers and ultimately greater ROI on media spend than traditional display advertising does. With marketers increasing focus on content marketing, they will turn to native as a key content distribution strategy. This shift will continue in 2017 as budgets increasingly move away from traditional display and toward native. According to eMarketer, native ad spending will grow at double-digit rates for several years, reaching $36.3 billion by 2021.
Native Advertising definition: Paid content that matches a publication’s editorial standards while meeting the audience’s expectations. Facebook and Twitter fail this definition because neither are publishers. The same is true with Google AdWords. Source: www.copyblogger.com
Pete Wootton Managing Director of Digital, Dennis Publishing
Clare Carr VP of Marketing, Parse.ly
Lon Otremba CEO, Bidtellect