One knock on native advertising is the lack of standard measurement tools. A panel-based approach is one way to measure native ad campaign effectiveness.
A new report about native advertising suggests that native video is growing fast. In fact, between October 2016 and December 2016 the use of native video grew 3.75x, according to Bidtellect, which looked at the video run-rate on its platform.
Programmatic native is becoming an increasingly important way for advertisers to achieve scale. Of course "native" means different things to different people, and when you combine it with "programmatic," it becomes a maelstrom.
Entertainment powerhouse 'Variety' is turning up the volume on branded content. CMO Dea Lawrence says some of that content can go through programmatic pipes, while some is better suited for other forms of distribution.
Native advertising and content marketing will become more effective than advertising in 2017, while optimizing landing pages will become a new focus as well.
This year, programmatic capabilities will come to native advertising, according to Dan Greenberg, co-founder and CEO, of Sharethrough, a provider of native advertising software for publishers. Greenberg maintains that buying techniques will begin to mature and have a creative impact on native advertising.
Marketers will continue to up their game in native advertising and branded content in 2017, realizing that connecting with consumers through content is frequently more effective than advertising.
There are six challenges for native advertising that you should be thinking about for 2017. For starters, creating good content, while obvious, is easier said than done. Tapping into the wisdom of editorial teams may be trickier but can reap rewards in terms of fresh, topical creative ideas and collaboration.
In a new study conducted on native advertising, 54% of respondents said they'd felt deceived by native advertising in the past, and 44% weren't able to correctly identify the sponsor of the native ad they read.
More than 20 Interactive Advertising Bureau (IAB) members offered native advertising predictions for 2017. The predictions come from members of the IAB's Native Advertising/Content Committee.