While general consensus and industry definitions continue to evolve about what constitutes “native,” it makes sense to keep our collective eyes on the ball: delivering a better user experience. This will ultimately pave the way for increased consumer media consumption, brand engagement, and e-commerce.
The notion of “beautifying” the Web might sound altruistic, but it makes sense. It is largely accepted that today’s consumers ignore messaging while employing a “banner blindness” approach to surfing the Web.
Who can blame them?
Consider the following:
The responsive web is *somewhat* already here, as far as the ability to seamlessly render content across an array of consumer devices (minus the luxury auto brand I attempted to visit using my iPhone 5C -- perhaps only 5S owners are welcome? I guess it’s all about status these days).
Understanding how to deliver advertising while taking publisher design into consideration is a logical next step for the industry, and will pay dividends for brands, publishers, and consumers.
My vote is to ditch native in favor of responsive. This seems more intuitive, as it can apply to consumer device, publisher layout/design, and even page context.
What do you think?