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.
Here, Thomas Stokholm, then CEO at Ekstra Bladet TV, now Executive Creative Director at Ekstra Bladet Story Studio, shares his knowledge at the Native Advertising DAYS 2016.
Good native advertising is to seduce your customer and to seduce your audience. If you are full of enthusiasm, the customer and the advertiser will be full of enthusiasm. And so will your audience.
The biggest challenge I see regarding native advertising is that we still haven’t invented the right currencies in order for our advertisers to be secured that they get value for their money.
We as publishing houses and professional media buyers haven’t been able to come up with the story, the storytelling, and especially the currency, and the measurements in order to persuade them that this is the next big thing.
I think the future of native advertising is bright and sunny if we do it right. If we always remember to label. If we’re always a 110 percent open and frank about how we do it and why we do it. By the end of the day, it’s a matter of making money. I mean, we have to earn money in order to stay in as independent publishers and native advertising is just one of the roads that we can follow.
You can learn more from Thomas Stokholm in this interview about pushing the limits of native advertising while staying true to the brand and keeping its trustworthiness.