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 we have talked to Robert Heesen, Head of BILD Brand Studio Consulting and speaker at the Native Advertising DAYS 2016 and 2017. Read more about our amazing conference right here.
The secret of negative advertising is getting good stories that appeal to customers and to readers at the same time — and get the maximum reach out of it. So, it’s not only about good stories, but it’s also about distribution.
The biggest challenge is actually sales because it’s a new format so it takes a lot of convincing the customer. And it’s also a product that is not sold overnight so it will probably take some month to do it. And you need experienced salesmen out there that can explain the product properly to the customer.
The future of native advertising is mobile and programmatic. So I think it’s more and more important to target native advertising to the right target groups and I think this goes together with increased distribution of mobile device.
Learn more from Robert Heesen in this video interview where he explains how BILD, Germany’s biggest newspaper, works with native advertising.