As the Chair of the Native Advertising Awards Jury this year, Stephanie Losee is behind the foreword for our ebook ‘Award Winning Native Advertising Examples’. Read the full foreword here and download the ebook.
Depending on your perspective, native advertising is either old-hat or the most recent new thing in marketing. It’s the digital reinvention of a longstanding sponsored content paradigm launched in the late 1800s with advertorial publications like John Deere’s “The Furrow,” which offered farming tips for customers of their products.
Native advertising has to be award-worthy simply to succeed.
Or it’s a phenomenon so recent that brands and publishers don’t know how to do it yet, or don’t know how to do it well, or don’t know how to scale it, or don’t know how to make it pay. The current generation of native advertising is only about a decade old, which means that the industry hasn’t even reached its teen years yet. It still has a lot of growing up to do.
Yet after just a few years in its present form, I’d say it has to be award-worthy simply to succeed. Attention is the award — the reward — of successful native, and nothing less than best-practices content will win it. Brands and media agencies recognize this reality.
The first round of this era of native in which novelty alone earned click-throughs has passed.
Thus, creating prizeworthy native advertising content is now the cost of entry for publishers competing for business. The first round of this era of native in which novelty alone earned click-throughs has passed, and we’re already at the point when native has to rise to the level of an event to prompt a critical number of those almighty clicks.
What constitutes an event? Creative innovation, worthy of a brand’s budget. The involvement of a personality, whether a celebrity or a leader. ROI involving impact metrics aligning with business goals rather than publisher metrics. For starters. Thus the urgency to share best practices, case studies and lessons learned.
By acknowledging and celebrating the best of the best native advertising from around the world every year, we hope to inspire and advance the industry. The award-winning examples of the best in native will provide insights to publishers, marketers, advertisers, media buyers, communicators and ad tech companies alike. Come join us to explore the best native advertising in the world.