Native is the Future of Advertising

How Native will be taking a major role in the upcoming years

We are on a time where data is quickly catching up to brands expectation. Each day the spillover against non-targeted consumers is getting smaller. Therefore, as brands will be able to exclusively and effectively reach their core consumer the focus will be on the content itself and how to provide the best experience to the customer. Based on this, native advertising will start taking an even major role in the upcoming years.

The Advantage

Placement: Consumers are now used to ad placements and banner size and the brain quickly develops a habit to expect them and ignore them. Native place the ad in the content itself that is being consumed. Because the ad is integrated with the content the customer is not able to ignore the ad.

Effectiveness: Based on a recent study by the Mobile Marketing Association the ad placement Native has proven to be ten times more effective than traditional banners. It also shows the consumer interaction and time with the ad is 3 times higher and receives 23 percent higher quality score than display ads.

Concerns

Price: Native advertising is significantly more expensive. Even if it does perform better than display, brands have to be sure they are not paying exponentially more than the increase in performance.

Perception: Native ads heavily depend on how it’s being executed, like any piece of content, however because of the flawless placement if the ad is not perfectly executed not only the consumer won’t like it but they will feel the brand is being sneaky and cheated.

The Future

Native advertising is the future. For the past years the advertising industry has been focus in making sure the brands have the right placement at the right time. Now that we are almost there the focus will shift on making sure the content itself is not being ignored. IHS Markit projects that by 2020, 63.2% of mobile display advertising will be native.

We believe that technology and brands will also find a way to avoid the high-cost publishers charge for Native. Agencies will also improve their expertise on execution to guarantee that the user experience and content works harmoniously. With these problems being solve there is no doubt that Native is the future.