Native advertising is one of the hottest buzzwords in the industry these days, as advertisers and marketers try to connect with consumers in unique and meaningful ways.
eMarketer recently reported in June that sponsored content spending would rise by 22 percent between 2012 and 2013, up to $1.88 billion. In addition, eMarketer is also projecting that sponsored content spend will rise further to $3.08 billion by 2017. So why is native advertising so popular these days? The answer is banner blindness.
Banner blindness, which has always been an issue within display campaigns, has also been a hot topic recently. As more and more media funds are pushed into programmatic buying, allowing advertisers to flood the web with their impressions, the concern over the actual viewability of each impression has risen. This, in return, has sparked the current push for viewable impressions to become the new standard.
It has also influenced advertisers to begin looking at ways to ensure they are not only reaching their audience, but that they are able to engage with them, as well, to have a real impact.
Compounding the issue, the real-time bidding associated with programmatic buying has flooded the market with inexpensive CPMs, CPCs and even CPAs, driving publishers to find new, enticing ways to continue selling more premium-priced placements. Native advertising became one of these options.
As native advertising continues to grow, what are the key things that you should be thinking of?
While we will always be an industry of fast turnaround times and campaign launches, native advertising should be executed as a well-planned, thoughtful way to integrate in with publishing content and engage consumers with material that they want and need. The most successful native advertisements are the ones that pull consumers into the story.
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As Media Supervisor for Overdrive Interactive in Boston, Leah is responsible for strategy development and campaign execution for a multitude of clients, spanning across various industry verticals. Her expertise is founded on numerous integrated roles, where she has been responsible for both traditional planning of print and out-of-home media as well as digital tactics including display, mobile, social, and paid search. Over the course of her career, she has serviced clients who were strictly focused on building brand equity as well as those focused on meeting aggressive direct response goals.
Leah is a graduate of the S.I. Newhouse School of Public Communications at Syracuse University with a M.A. in advertising. She launched her career at MediaCom Interaction, New York.
March 19, 2014