The Future Of Native Advertising for Brands and Publishers

The Future Of Native Advertising for Brands and Publishers. As a case in point, about 90 percent of Daily Beast’s ad revenue is attributed to native advertising. Feed-based advertising is the most efficient means of native advertising. This also means that practically every marketing endeavor can be benchmarked against feed-based ads of Facebook and Twitter. While some critics of native advertising assert that brands can benefit from consumers reading an informative article about them without figuring out that it’s actually sponsored, clear labeling goes a long way in reinforcing credibility in the minds of readers. Clear labeling removes ambivalence on the part of consumers because legitimate brands should want to display their logos atop native ads if they shape up well and deliver a potentially monetization-inducing experience. In the near future, native ads might end up resembling traditional forms of advertising such as TV commercials, where the brand remains the focal point of the ‘bigger picture’ (yes, story). Mobile Messaging – Opportunities Galore Traditional platforms of digital advertising have not had a lot of success on mobile phones, which have emerged as the go-to source for news/content reading. It is here that native advertising can really strike gold. Over the next 2-3 years, the native advertising industry is expected to clean up the gray area surrounding branded content through the cohesive participation of brands, publishers, and social media.

Author: Scott Richter / Source: Entrepreneur

Within the parlance of digital publishing, four prominent pillars have solidified their long-term presence. These include:

Display ads
Video ads
Social ads
Native ads

Despite being a relatively new phenomenon, native ads have emerged as the third most popular publishing strategy, along with video ads, as per a poll conducted by Salesforce encompassing 4,000 marketers. Native advertising has become an important component of most major brands’ marketing repertoire with a growth in the number of native advertising platforms.

As a case in point, about 90 percent of Daily Beast’s ad revenue is attributed to native advertising. Publishers and advertisers are pouring in millions of dollars in developing intelligent platforms that refuse to comply with the standards of conventional media.

Facebook and Twitter: Shining examples of native advertising success.

Feed-based advertising is the most efficient means of native advertising. This has been exemplified by the likes of Facebook and Twitter, which are increasingly maneuvering their platforms proactively to ensure top-quality user experience while doing away with the visceral rigidity of these platforms.

Apart from heralding one of the most hard-hitting forms of advertising, this move has also revolutionized mobile advertising in that native ads have catapulted the monetization experience for the entire mobile media industry.

This also means that practically every marketing endeavor can be benchmarked against feed-based ads of Facebook and Twitter. In addition to supplementing conventional metrics such as engagement, analytics, and click-throughs, native ads pave the way for a more insightful analysis of critical business metrics as they unlock ad-specific information about every single user.

Challenges

Despite its immense potential, there are a few challenges confronting native ads. For instance, the development of localized, custom content can restrict the scalability of digital marketing efforts. Regardless of how creative or effective these ads are, the fact remains that most (if not all) consumer brands must eventually touch a large audience base to maximize cost-efficiency.

Striking the balance between and the marketer’s audience-specific message and editorial standards constitute another challenge to the growth of native ads. To that end, advertisers must always remember that the core essence of native ads is to provide a decisively seamless experience to users, and not to hoodwink them.