What is the secret to good native advertising? What is the biggest challenge for native advertising? What is the future of native advertising?
We ask the world’s leading native advertising specialists in our short form video series #NativeAdSecrets.
Today with Ionut Ciobotaru, Founder & Managing Director at PubNative, who was a speaker at the Native Advertising DAYS 2016.
The secret to good native advertising…
The secret to native advertising is again relating to matching the form, the function, and the context.
An example from our case which is a bit funny is that we were serving a job ad’s campaign into a social app in Russia. And Russia, as you probably know, was facing economic constraints from the EU, so people were actually looking for the job ads so it was performing pretty well.
The biggest challenge for native advertising…
I will try to focus on mobile native advertising and currently, the biggest challenge in mobile native advertising is the advertising spend and moving the budget from online or even mobile to native mobile advertising and that’s driven by to two factors.
First, it is the lack of information. Although the MMA and the entrance of Facebook in the market have pushed the knowledge to a decent level now, there’s still a way to go.
And the second part is data. Data on mobile is not the same as online, so brand advertisers specifically are having a hard time matching those audiences.
Advertising needs to evolve with the apps and with user behavior.
The future of native advertising…
I would rephrase that to saying that the future of advertising is actually native. As the user behavior changes and as the users start interacting more and more with apps, and as the apps start being more and more different and evolving their user interfaces, the advertising needs to evolve as well with the apps and with user behavior.
So I would say, in the short term, we will see more native advertising increase. We will see a clear increase in native advertising spend. In the meantime, this will be traded programmatically. And in the in the long term, I would say the data available in the mobile ecosystem will make native advertising – especially on mobile – as efficient as it is when buying on bigger platforms like Facebook or Google.