The Future Is Content You Can Interact With

What is the future of native advertising? We asked Zazie Lucke, VP of Global Marketing at Quartz, who believes that the future of native is technology-based.
Future

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, Zazie Lucke, VP of Global Marketing at Quartz, who was a speaker at the Native Advertising DAYS 2016.

The secret to good native advertising is…
The secret to good native advertising is a close collaboration between a publisher and a brand. It’s when a publisher listens to what a brand wants to accomplish and helps to pull the expertise out of the brand and create experiences for readers that allow them to be informed and entertained.

The biggest challenge for native advertising…
The biggest challenge for native advertising, currently, is to understand how to quantify the value that it brings to both the brands and to the marketplace as a whole.

The future of native advertising is…
The future of native advertising is technology-based. It’s creating content that you can actually interact with, that you can query, that you can have a conversation with.

Learn more from Zazie Lucke in this interview, where she explains what advertisers want and what the future holds for Quartz – and for the rest of the media industry. 

Photo by Eric Didier on Unsplash

DOWNLOAD: Native Advertising Trends 2017 – The Magazine Industry

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