Google: Publishers Need To Improve the User Experience

#NativeAdSecrets: Do you only have a minute? Get a quick take on what's at stake regarding native advertising according to the world’s leading native advertising specialists.
user experience

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 the world’s leading native advertising specialists in our short form video series #NativeAdSecrets which was recorded at Native Advertising DAYS 2016. Read more about our upcoming conference.

Today with Ekin Ozenci, Mobile Product Specialist at Google.

The secret to good native advertising…

“The secret to good native advertising I think is to make the ad seamless and also relevant and this is quite a challenge. I think publishers have a lot of responsibility to make the ads really engaging, beautiful and accessible to advertisers to buy as well. In my work, I see that publishers still need to assume this role of the ones that can

In my work, I see that publishers still need to assume this role of the ones that can control the style of the ads that appear on screen. This is a big role and we are really trying to encourage them to spend more time and effort on this and do it at once and create these good experiences for all of us.”

Related: Rebecca Lieb: “Advertisers and Brands Need to Adopt to the New Reality”

The biggest challenge for native advertising…
“I think the biggest challenge in native advertising is to scale native on all screens. We talk about being in a multi-screen environment and we need to make sure these ads can work seamlessly on apps, on web, on desktop maybe in the future in wearables and we see that this is a challenge.

And after you scale this you still, have to be able to monetize all these different sizes, all these responsive ads. The examples we see in terms of challenges is that the publishers need to work on their own user experience first and then move on to understanding what the native ad style should look like on their own content. I think this is on the biggest challenges and we’re trying to work together with the publishers to overcome this.”

The future of native advertising…
“I think the future of native advertising will be that we will drop the word “native”, it will just be advertising. I think most probably all advertising will be native in some sort. We have some way to go. It is kind of like “this is the year of mobile”, that we kept on saying for years, but I think we’ll get there with native advertising as well.”

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