Native advertising enables advertisers to target their readers with ads in the look and feel of the publisher without interrupting the reading flow. "The future lies in non-disruptive advertising, especially in light of the increasing amount of traffic in the mobile sector," predicts Boris Sabel, Country Manager Switzerland at Plista.Trend 1: Mobile growth drives cross-device technologiesThere will be strong growth in mobile advertising, meaning that cross-device use will play an increasingly important role in the future. Native advertising must offer the right solution for every screen and every user behavior. Advertisers must follow the path that users are already taking in the way they consume content. The future is not just written content, but the proportion of videos and images will increase so significantly that advertisers will have to rethink their digital branding strategies. Native formats will also be fully integrated into programmatic marketing.Trend 2: Website stickiness is becoming important for publishersFor publishers, the KPI dwell time on high-traffic websites is increasingly the measure of many things, and providers of advertising formats must also adapt to this development. Tools for real-time content analysis will be used more frequently to improve the user experience and increase website stickiness. The same applies to the use of A-B testing to optimize the delivery of campaigns and increase performance.Trend 3: Video advertising is growingWith increasing bandwidths, advertisers have discovered online video as an attention-grabbing format. However, as in-stream reach is limited, advertisers are still looking for good inventory. Content such as in-read formats should be adapted to the respective target group. The emotionality of the imagery is particularly important here.Trend 4: Branding budgets are moving into programmatic premium campaignsNative programmatic offers new opportunities to strengthen the mobile business and reach premium target groups. The continuous growth of online, mobile, video and digital media driven by programmatic advertising, the shift from traditional CRM budgets to programmatic and the shift from branding budgets to the programmatic premium segment illustrate this trend.Trend 5: Standards for native and programmatic advertising will developStandardization approaches for native advertising in the programmatic sector are still in their infancy. The processes for buyers need to be simplified to enable cross-channel campaign management and optimization. One-stop solutions are a technical and scalable solution for the standardization of formats and distribution of native ads, which can achieve greater transparency.
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Native advertising enables advertisers to target their readers with ads in the look and feel of the publisher without interrupting the reading flow. "The future lies in non-disruptive advertising, especially in light of the increasing amount of traffic in the mobile sector," predicts Boris Sabel, Country Manager Switzerland at Plista.Trend 1: Mobile growth drives cross-device technologiesThere will be strong growth in mobile advertising, meaning that cross-device use will play an increasingly important role in the future. Native advertising must offer the right solution for every screen and every user behavior. Advertisers must follow the path that users are already taking in the way they consume content. The future is not just written content, but the proportion of videos and images will increase so significantly that advertisers will have to rethink their digital branding strategies. Native formats will also be fully integrated into programmatic marketing.Trend 2: Website stickiness is becoming important for publishersFor publishers, the KPI dwell time on high-traffic websites is increasingly the measure of many things, and providers of advertising formats must also adapt to this development. Tools for real-time content analysis will be used more frequently to improve the user experience and increase website stickiness. The same applies to the use of A-B testing to optimize the delivery of campaigns and increase performance.Trend 3: Video advertising is growingWith increasing bandwidths, advertisers have discovered online video as an attention-grabbing format. However, as in-stream reach is limited, advertisers are still looking for good inventory. Content such as in-read formats should be adapted to the respective target group. The emotionality of the imagery is particularly important here.Trend 4: Branding budgets are moving into programmatic premium campaignsNative programmatic offers new opportunities to strengthen the mobile business and reach premium target groups. The continuous growth of online, mobile, video and digital media driven by programmatic advertising, the shift from traditional CRM budgets to programmatic and the shift from branding budgets to the programmatic premium segment illustrate this trend.Trend 5: Standards for native and programmatic advertising will developStandardization approaches for native advertising in the programmatic sector are still in their infancy. The processes for buyers need to be simplified to enable cross-channel campaign management and optimization. One-stop solutions are a technical and scalable solution for the standardization of formats and distribution of native ads, which can achieve greater transparency.
