Native Advertising, Content Marketing Will Become More Effective Than Advertising This Year

Native Advertising, Content Marketing Will Become More Effective Than Advertising This Year. Otremba suggests four trends he feels will become commonplace in 2017: Marketers realize that connecting with consumers through content is often more effective than advertising: 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. As marketers increase their focus on content marketing, they’ll turn to native advertising as a key content distribution strategy in 2017. These connections with content don’t have as limited a shelf life as a display ad or even a 30-second TV spot. If the content’s good enough, consumers will even engage with long-form branded content. Content marketing, and using content to deliver brand engagement, is the future of advertising. Large brands will develop content marketing initiatives in-house: Major brand marketers have already moved toward this trend, and are beefing up programmatic and content marketing efforts in-house. There will also be pressure on them to use increasingly sophisticated technology to produce ROI and value for their clients or they’ll lose them. Industry stakeholders (publishers, marketers, and agencies) have a responsibility to produce and distribute truthful and valuable content.