Pre­dic­tions for Na­tive Ad­ver­tis­ing in 2017

Tourism Tattler - - EDITORIAL - Tine Brøde­gaard Hansen Edi­tor-in-Chief, Na­tive Ad­ver­tis­ing In­sti­tute

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

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