Trends in Native Advertising

The word Native advertising may have come into being in 2011 but the practice is centuries old. Putting up the content of an advertiser in a garb of important information has become more advanced. By blurring the lines and making the information ambiguous, Native advertising has grown exponentially on the web. The ability to pack in a lot more information and more eyeballs has made Native an important choice of a promotional tool for the brands.

According to AdYoulike a leading native advertising technology firm the revenues will grow by 372% from 2020 to 2025 reaching a total global value of $402 billion. Advertisers need to watch out for the best practices to get the most value for the money.?

The number of mobile users is still going up exponentially. Customers are spending more time on apps for a variety of day-to-day functions. The spending on various apps is also going up. Marketers can reach out to customers on the hardware they already are engaged with by ensuring the content they deliver is optimized for mobile.?

Videos now account for 80 % of traffic and have become the best source of telling compelling stories, and educating and informing audiences. Native advertising through videos helps in deeper emotional content and we have seen some of the most innovative content being produced on various platforms. With the growth of various streaming platforms, Native video ads is a trend that is here to stay for some time. The success lies in the emotional connection of these video ads with the consumers?

We have also seen shopping portals having native ads that use Images only as an approach with close-ups to entice the consumers. Here also context and also personal preferences are the key to placing these ads?

We have also seen growth in Programmatic Native ads over the last few years. While doing the campaigns advertisers build look-alike audiences, test runs different content and employ contextual targeting to ensure the right message goes to the audience.?

Advertisers are also now using Artificial intelligence and machine learning through which it targets the right message to the target audience. With cookies going out this approach will help in better targeting and relevant communication.?

Creating good content and then using the right channels with the aid of technology will give a better ROI to the native advertiser.

This is a guest post by Nitin Suresh. He works as a brand strategist with a leading media firm and is a product developer and researcher. He is also a poet at heart, a passionate quizmaster and a freelance writer.