Native Insider asked Lon Otremba, CEO, Bidtellect, for this thoughts on how native advertising and content marketing will evolve in 2017. While he's not in the predictions business, Otremba took a stab at it:
Yogi Berra once famously said, “It’s tough making predictions, especially about the future,” but the coming year actually promises some obvious trends that feel like pretty safe bets to those of us in the native advertising and content marketing ecosystem.
Marketers realize that connecting with consumers through content is better than advertising: Smart marketers now know that when consumers engage with their content, they engage with their brand. Content drives more meaningful engagement with consumers -- and, ultimately, greater ROI on media spend than traditional display advertising does.
With marketers increasing focus on content marketing, they will turn to native advertising as a key content distribution strategy in 2017. Moreover, these connections with content don’t have the limited shelf life that a display ad or even a 30-second spot has. If the content is good enough, consumers will engage with brand content even in long forms, which is a huge boon for brand-building.
This shift will continue in 2017, as budgets increasingly move away from traditional display and toward native. Content marketing, and using content to deliver brand engagement, is the future of advertising.
Optimization of landing pages is the new focus: The focus shifts permanently to what happens after the click. In 2017, we'll see a real shift toward optimizing the content we actually consume post-click. Marketers will not only be looking at pre-click optimization, but we'll begin to see real landing page optimization for content marketing, a far more effective focus than optimizing ad placement.
Many large brands will develop content marketing initiatives in-house: Brands are enhancing programmatic and content marketing efforts in-house, and are now able to combine and leverage these efforts.
What does this mean for the advertiser/agency relationship? There will be more pressure on agency media arms to be able to develop creative content for their clients in new and innovative ways. There will also be more pressure on them to use the increasingly sophisticated technology tools available to produce actual value for their clients.
Great technology won't overcome bad content: Digital advertising has been plagued by bad actors, diminishing the integrity of advertising. The current issue with 'fake news' inundating the online content ecosystem is the latest example, and one that's extremely detrimental to the relationship between consumer and brand if it's not addressed correctly and immediately.
Marketers, publishers, and technology companies will continue to work together aggressively in 2017 to create quality content and advertising in conjunction with advanced technologies. But we can't leave everything to the technology. Industry stakeholders have a responsibility to produce and distribute truthful and valuable content. Consumers can detect when they're not being presented with credible, relevant, and valuable content. The lack of value in banner ads had led to a rise in ad blocking.