Page 20 - AeM_Mar_2018

RESEARCH, ANALYSIS & TRENDS

Native advertising isn’t just a trend but has

a lasting impact on digital marketing

As Asian eMarketing clearly exhibits, I am a big fan of Looking ahead, we therefore predict that native ads will
Native Advertising and I use this opportunity to highlight cover more than half of the digital advertising market
its advantages. With native ads, marketers can and dominate mobile devices in a few years.
automatically publish content to multiple online
publications simultaneously without creating duplicate Uniformity urgently needed
content, besides the fact that they adapt individually to However, disagreement still exists in the definition of
the look and feel of the respective medium. native advertising, since respondents are divided on
whether (or not) text-image ads and Facebook
Display loses to native
sponsored posts are Native Advertising.
Via the adserver, articles can be sent to specific media Many also believe that PR agencies would lose out on
that reach the respective target group where they are - gaining expertise in creating content for Native
and it is possible to measure the interactions. This Advertising campaigns and that they should consider
allows campaigns to be evaluated in detail and engaging more intensively with the topic and offer their
optimized in real-time. Furthermore, native ads can be customers a wider range of advertising opportunities.
shared on social networks and are available on the
desktop as well as mobile devices. Anyway, people will most likely find it increasingly
difficult to distinguish native ads from editorial posts.
Especially because native ads fit into the look and feel of Therefore, it seems only a logical consequence to
the respective website, they are less obtrusive than introduce industry-wide market standards to push
banner advertising and are therefore gaining in ahead with the development of this ad format.
popularity. Advertisers benefit from native ads, as they
can do without display advertising and instead convince At least, it is already agreed that Native Advertising is
with high-quality content - hence, circumventing the an attractive source of income for publishers and
increasing banner blindness and generating advertisers due to its integrated placement and scaling
conversions. Native Advertising provides a good source options, especially for mobile Internet use. ◊
of revenue for publishers, where sales are declining in
print editions and display ads are steadily losing By Daniela La Marca
popularity. In any case, we are convinced that native ads
have many advantages over display ads.

20 March 2018 - Internet of Things (IoT) and Integrated Marketing