Ad Blocking is creating a massive increase in native advertising, but this is not the only reason. Native Advertising is consistently outperforming traditional banner ads and has a much higher approval rating from targeted users and compliance controllers.
So What Is A Native Ad?
Native ads, sponsored content, and promoted content are basically standard ads that are cleverly placed in order to be passed as content. With the advertising industry introducing new opportunities every month it begs the question: how will 2017 pan out for the native advertising industry? What trends will we see appearing and disappearing? Here’s the CPM stars prediction.
Marketing managers of yesteryear viewed native ads with contempt and disbelief at the beginning. Besides showing preference to flashier, aggressive advertising, early placement was very problematic and conflicted with the page content until analytics came along. Successful native advertising relies on authenticity. To produce effective scalability, the ads need a degree of authenticity which will command curiosity wherever they end up being featured. Creating an effective native ad means making sure that the ad format is going to harmonize with both imagery and text. This means, for the advertisers, getting into the minds of the publishers and seeing things from another perspective, as well as the users.
The Rise of Rules
2016 was the year when most publishers were not following FTC’s native guidelines, but that was oh so long ago, and 2017 is already indicating that the trend is in decline.
Many well-respected professionals believe that 2017 will be the tipping point leading to a standardization of native specs (IAB standards), and campaign performance assessment.
The industry is already redefining what engagement means, and focusing on the growing need for standardization in all ad outputs, native is the obvious next target.
Unlocking Programmatic and Non-Programmatic
2017 is expected to reveal some ground rules for what native advertising actually is, with a division of programmatic and nonprogrammatic. Native can include video ads running within apps as well as camouflaged banners that blend into the content. Extensive research on this indicated that most native advertisers in the U.S. preferred clear programmatic over all other alternatives. Many are hailing native as a new renaissance in advertising, but some dangers come with the powerful new wave of creatives. Lines are being crossed and misleading content is a common mistake made by the new or overenthusiastic, another good argument in favor of standardization. Marketing concepts are continuously shifting breaking new ground. By putting a more stringent ruling in place, marketers will be less likely to touch on morally questionable ideas, which will be very beneficial to the stakeholders and users, in the long run.
What Will Change in 2017 according to an IAB Forecast?
- Mobile perspective will be prioritized over desktop
- Audio/video content will challenge written content for supremacy
- Publishers will turn to native advertising
- More scalable options for Native will be available with dynamic solutions
- New ad-friendly video formats will expand on virtual 3D and 360 interactive
- There will be additional importance given to attention metrics such as time spent and gaze
- Programmatic solutions will feature real-time data-driven content optimization
What Won’t Change
- Focus on page aesthetics and user experience
- Focus on theme-specific content with creatives developed specifically for media and social media
- Publishers will continue to offer advertisers customized solutions
- In-feed will make up the majority of native revenue
- Disclosure will hold its importance, giving the consumer the ability to recognize the native ad and the published content
What to Expect?
This year is already moving so fast that things we didn’t expect to see for years are already a functioning reality. All indications are there will be more DSP prioritization, which will be included in-app support for native buying. More options in messaging apps for native advertising are already getting a foothold and setting new benchmarks that extend to P2P marketplaces. Content quality will be monitored with the intention of balancing value with sales motivated text and media placement. A massive predicted increase in ad blocking will prompt businesses to turn to social media to pick up the slack.
To summarize, we expect change, more change, oh yes and some new stuff. Only those of you willing to learn and try new things will be at the forefront of the marketing and advertising industry. Stick with us and let’s usher in the new face of marketing together. With CPM Stars, you’ll always be one step ahead of the competition.