How Will Native Advertising And Content Marketing Unfold In 2017?. Marketers realize that connecting with consumers through content is better than advertising: Smart marketers now know that when consumers engage with their content, they engage with their brand. With marketers increasing focus on content marketing, they will turn to native advertising as a key content distribution strategy in 2017. Moreover, these connections with content don’t have the limited shelf life that a display ad or even a 30-second spot has. Content marketing, and using content to deliver brand engagement, is the future of advertising. In 2017, we'll see a real shift toward optimizing the content we actually consume post-click. What does this mean for the advertiser/agency relationship? There will also be more pressure on them to use the increasingly sophisticated technology tools available to produce actual value for their clients. But we can't leave everything to the technology. Industry stakeholders have a responsibility to produce and distribute truthful and valuable content.
Native Insider asked Lon Otremba, CEO, Bidtellect, for this thoughts on how native advertising and content marketing will evolve in 2017. While he’s not in the predictions business, Otremba took a stab at it:
Yogi Berra once famously said, “It’s tough making predictions, especially about the future,” but the coming year actually promises some obvious trends that feel like pretty safe bets to those of us in the native advertising and content marketing ecosystem.
Marketers realize that connecting with consumers through content is better than advertising: Smart marketers now know that when consumers engage with their content, they engage with their brand. Content drives more meaningful 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 advertising as a key content distribution strategy in 2017. Moreover, these connections with content don’t have the limited shelf life that a display ad or even a 30-second spot has. If the content is good enough, consumers will engage with brand content even in long forms, which is a huge boon for brand-building.
This shift will continue in 2017, as budgets increasingly move…
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