#NativeAdSecrets with Dominik Grau: It’s the Wild West for Native Ads

There are so many definitions for native advertising that, it's almost the Wild West, writes Dominik Grau, Ebner Media Group.
Dominik Grau Native Ads

What is the secret to good native advertising? What is the biggest challenge for native advertising? What is the future of native advertising?

We asked Dominik Grau, Chief Innovation Officer at Ebner Media Group for our series of #NativeAdSecrets at Native Advertising DAYS 2016. Get notifications about our upcoming conference.

The secret to good native advertising…
“Good native advertising should be helpful, it should be relevant, it should be on the mark of the target of your client and it should be something that people actually want to read. It should be native content that people want to share, that is so attractive that when it says ‘this is native content’, people really want to click it, [something] that you’re proud of, and that you want to publish and which makes your client say: ‘This is great let’s do it again’.

Related: Dominik Grau: The 7 Steps to Creating Evergreen Content

There are some examples in our company for such helpful native content. That is the definite how-to guide to fix your car’s performance, it might be for a music group, we have Germany’s largest music publishing group, so it might be the definite ressource on how to play the guitar. It might be for our firefighters magazine; how to really secure your home against unwanted fires. These are native evergreens and native content, helpful content that really perform well.”

The biggest challenge for native advertising…
“The biggest challenge is to define: What is native advertising? There are so many definitions out there it’s kind of the Wild West at the moment in Europe for native ads. I think one of the biggest challenges is really define what is native ads and maybe a potential solution is Native Advertising DAYS. It’s a great and powerful platform to come up with the quintessential definition of native ads. And if you do that, you are the most relevant and trusted partner in native ads and once we have defined, have reached a common ground on what native advertising is, we can move on to create the best practices we need to really drive the industry forward.”

Related: Get your free copy of “23 Predictions for Native Advertising in 2017”

The future of native advertising…
“The future of native advertising is bright, it’s full of money. Jesper Laursen will be the star in Europe. The future of native ads is something you have not seen before on that scale because native is not only a powerful tool for one company or one agency it’s for the whole market. Native is at the intersection of technology, content and advertising and native really is on every platform out there for any kind of audience on any device. It’s a very powerful technology and strategy at the same time that will see its brightest days in the near future.”

What’s the deal with #NativeAdSecrets?
At Native Advertising DAYS 2016 – the biggest conference in the world on native advertising – we asked successful native advertising professionals to reveal their three NativeAdSecrets. Sign up for notifications about Native Advertising DAYS 2017 here.

MORE #NativeAdSecrets:
Rebecca Lieb: Native Advertising Will Move Off the Screen
We Need Better Definitions of Native Advertising, Here’s Mine
You Need the Right Story and the Right People to Tell the Story
Brandon Keenen: Make People Understand the Value of Native 
Ana Plisic: Innovate Continuously

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