Page 12 - AeM_Aug_2018

RESEARCH, ANALYSIS & TRENDS

Engrossing the thought on

Native Advertising

According to the Seeding Alliance's Native Advertising Where sales are declining in print editions, and display
Study, the industry is in agreement that native advertising is steadily losing popularity, Native
advertising is an attractive source of revenue for Advertising provides a reliable source of revenue for
publishers and advertisers through its integrated publishers. More importantly, it has the potential to
placement and scaling capabilities, especially for mobile generate higher revenues for both publishers and
Internet use. However, it also becomes clear that the advertisers compared to display advertising.
form of advertising has only become more widespread in Furthermore, the majority believes that native
the recent past, due to the lack of a general definition advertising will dominate mobile advertising and will
and uniform market standards, so that Native Advertising cover more than half of the digital advertising market in
receives the full acceptance and trust of users. the next 2-3 years. Unfortunately, there is still
disagreement regarding the definition of native
With Native Advertising, marketers can automatically advertising, as the question whether text-image ads
publish content to multiple online publications and Facebook sponsored posts belong to native
simultaneously without creating duplicate content. The advertising are not clear, yet.
contributions adapt individually to the look and form of
the respective medium. Via a central release platform, Since have of the industry thinks it is difficult for users
the so-called ad server, it is possible to play the to distinguish native ads from editorial articles, it seems
contributions on specific media, reaching the respective logical to introduce industry-wide market standards to
target group wherever they are, as well as measure the drive the development of this ad format, that is
interactions on the individual contributions. This allows expected to dominate the mobile advertising market in
campaigns to be evaluated in detail and optimized in real the future. The smaller screens, as well as the use of a
-time. touchscreen, support its breakthrough. Native
Advertising” will definitely pep up the click-through
Because native ads fit into the look and feel of the rates.
respective website and are less obtrusive than banner
advertising they gain in popularity. Advertisers benefit Because native ads are surrounded by an editorial
from this trend by convincing their target group with high- aura, this form of advertising is less striking than
quality content and forego display advertising, which is graphical banner and therefore achieve impressive
increasingly generating banner blindness and disruptive results, according to studies. IPG Media Lab, for
effects instead of conversions. instance, shows in a study that native ads are

12 August 2018 - Predictive Algorithms & Native Ads