“Be Super Honest or Stay out of Native Advertising”

#NativeAdSecrets: Do you only have a minute? Get a quick take on the future of native advertising according to one of the world’s leading native advertising specialists.
Distribution Strategy

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 which was recorded at Native Advertising DAYS 2016. Book your ticket now for this year’s conference.

Today with Magnus Hultman. CEO of the traffic platform Strossle. Strossle is the 2016 winner of a Native Advertising Award for ‘Best Native Advertising Platform’.

Below are highlights from the interview which have been slightly edited for clarity.

The secret to good native advertising…
“The secret to good native advertising is to be super honest. Native advertising is about communicating based on what the audience wants — not what you as an advertiser wants to communicate. That is a key thing and if you don’t get that, then you should stay out of native advertising.”

The biggest challenge for native advertising…
“The biggest challenge today is to create the content that really matters to the audience and that is not always easy. The better you understand that the more likely you are to succeed. The second thing for the success of native advertising is engagement. That does not only mean sharing your post on social media but also doing something on top of that. If you place a piece of native advertising in front of an audience, how do you measure its success?

Find some metrics that are measurable, so you can motivate the marketing department to understand how much money you want to spend on native advertising distribution because you can be 100 percent sure that native advertising will be massive.

The reason it will be massive is that you go from a world of push marketing to a world of pull marketing and in a pull marketing world, where every single piece of information is available out there, you have to do native advertising or content marketing.”

The future of native advertising…
“The future of native advertising is scaling it up. I think it was Red Bull that said: “don’t be the ad break, be the show”. I love that but there is pretty much only one brand that can pull that off. What will happen with the rest of them?

Well, they still have to think about what the audience wants and that you can’t offer the exact same thing that all the others are also offering. If everyone out there starts doing native advertising, there will be some challenges in that regard.

As an advertiser, you might need to change your approach to your strategy in order for your marketing to work and if you do it wholeheartedly it can make a big difference. If you do it half-heartedly, you will be the one out there, who can only compete with your price and if you only compete with your price, not with your knowledge, you will die as an advertiser.”

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