Marketing Trends Series: Native Advertising a More Effective Form of Marketing


In this week’s edition of our Marketing Trends Series, we are taking a look at a form of advertising that has rapidly grown over the last several years: native advertising. Content marketers are migrating and implementing native advertising because it is better building trust, engagement and feels more authentic with prospective clients and customers than traditional paid media ads.

Native advertising is advertising done in an online publication that closely resembles content published by that website, but is actually paid for by the advertiser with the intent of promoting a product, service or other offering.

Native Advertising

A report from eMarketer shows just how popular native advertising has become over the last few years. Native ad spending was at $1.6 billion for the year in 2012, and by the end of 2017, it is expected to reach approximately $4.6 billion for the year. The reason for this is that many advertisers have come to believe native advertising is significantly more effective than traditional display ads. One study by Sharethrough and IPG Media Lab found people look at native advertisements 53 percent more than they look at those display ads.

“Native advertising is the hottest new traffic strategy in digital marketing. Native advertising is on the same trend line that ‘content marketing’ was on back in 2010… about 18 months before every chucklehead with a keyboard became a “content marketer.” ~ Molly Pittman, Digital Marketer

Basically, native advertising works because it is treated like any other piece of content on the platform hosting it. When done well, it does not interrupt the user experience.

Creating a native advertising plan that works

If your business is interested in looking into native advertising as part of your marketing strategy this year, here are a few things you should keep in mind.

Companies that invest in native advertising are well positioned to see improved lead generation and overall brand recognition.

Copyright Viral Solutions 2017

Thomas von Ahn

Thomas von Ahn

Chief Elephant Slayer for Viral Solutions LLC

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Filed Under: Content Creation