Some News About Native Advertising
Native advertising – presenting an ad within the context of specific content (and without being intrusive) – is among the most valuable and effective methods of promoting a brand’s message. But what’s going on with native advertising today? Very simply, it is expanding, and continues to do so.
A report in eMarketer observed that in the last several years, native ads have been primarily driven by a particular trend which will likely continue in the future. This trend is a combination of three factors: programmatic, mobile, and social.
The choice of programmatic native advertising is popular. (As defined by Barb Mosher Zinck in “diginomica,” this means machine learning and artificial intelligence are utilized to help decide how, where, and when ad content for a particular brand should be placed.) The report in eMarketer projects that by 2020, close to 88-percent of these ads will be programmatic.
Most users view native advertising on a mobile device such as a smartphone or tablet (or both). It is no surprise that the mobile revolution continues to advance. And one noteworthy example of this advancement is eMarketer’s calculation of how nearly 89-percent of US-based native ads in the next year will be created and deployed exclusively for mobile.
- Social Media
Native advertising is positioned primarily on social media. This will account for how nearly 74-percent of these ads will be found next year when users are browsing through their favorite platforms.
No majors change, except an increase in spend.
The eMarketer article refers to the state of native advertising as “mature.” The format has not drastically changed and has even stagnated to some extent. What’s noteworthy, however, is that the spend for native ads continues to increase, having risen 7-percent between 2017 and 2018. Additionally, this ad spend is projected to grow 20-percent by 2020.
So, the format of native advertising is staying as it is, but more budget dollars are being allocated to it. How does this figure? Aside from the natural appeal of how native ads “blend in” to content, another reason may be their versatility.
Native advertising: pick your method of viewing.
Complementing the eMarketer report, Barb Mosher Zinck’s article in “diginomica” states that although growth in native advertising has slowed, brands and businesses will – and should – continue to invest in the format. Citing “The State of Native Advertising 2019,” by Verizon Media, these ads can be viewed in a variety of ways: in-stream, in-mail, in-article, and as recommended content, sponsored content, commerce, native video, and even in customized formats. So, native advertising is everywhere and in every design.
Going onward and upward with mobile video.
One of the options listed in the previous paragraph was “native video,” which could be the advertising form to watch in the near future, particularly mobile. Ms. Zinck points out how mobile video grew by 44-percent in 2018 and believes this figure will rise over the next few years. A brand that relays its message creatively, informatively, and quickly via video in native advertising, will be noticed and make impact.
For advice and insight on how your brand can make its presence known in advertisements that potential customers will want to see, and which sparks their interest to learn more about what you have to offer, give EGC a call.