“Publishers Have to Educate the Market About 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.
Native Advertising

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. Read more about this year’s conference.

Today with Kolja Kleist, Director of Customer & Brand Management at BurdaForward. BurdaForward is the advertising arm of Burda — one of the biggest media companies in Germany and in Europe with a variety of print publications and digital brands such as FOCUS Online, HuffingtonPost and The Weather Channel.

Burda’s extensive network reaches 33 million unique users — more than 60 percent of Internet users in Germany.

The secret to good native advertising…
“I’ve got four secrets for good native advertising. First; a deep collaboration between the client and our commercial
newsroom. Second; knowing your target group. Third; knowing what your KPI is; what do you really want to achieve with your native advertising? And the fourth is; always ask yourself, “does this content really fit my target group?”

We still have to educate the market.

The biggest challenge for native advertising…
“The biggest challenge for native advertising is that we still have to educate the market. Media agencies are building up new content marketing teams, PR agencies see native advertising from their point of view, so we have dozens of agencies out there who claim to do native advertising. And at the same time, everybody has a different understanding of that topic.

The second really big challenge is to find a way to scale native advertising via different publisher sites and thirdly, to have a clear currency for success and to figure out how to compare native advertising KPIs with traditional digital media such as display or video ads.”

Native advertising will not replace display.

The future of native advertising…
“The main question with native advertising is; will we reach a sustainable position in every client’s media plan? Will media agencies see native advertising in a media plan besides display and video advertising?

I personally believe that native advertising has a big future. I don’t think that native advertising will replace display or video advertising in total, I think it’s the third pillar in a digital strategy besides all the other things.”


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