What is the secret to good native advertising? What is the biggest challenge for native advertising? What is the future of native advertising?
We asked Rebecca Lieb Leading Industry Analyst on native advertising, who we interviewed for our series of #NativeAdSecrets at Native Advertising DAYS 2016. Get notifications about our upcoming conference.
The secret to good native advertising…
“The secret to good native advertising is first fantastic content, the right message in the right channel — that is very natively adapted to that channel — and that’s also completely transparent; that discloses that it’s a paid message but it’s so fantastic on the content side that consumers won’t care.”
The biggest challenge for native advertising…
“The biggest challenge regarding native advertising I think right now is the plethora of possibilities. There are so many potential social channels, publisher sites. It can be very difficult for marketers to know where to begin with native. So the idea is to start with smaller experiments, fail fast, learn from them, move on and invest accordingly.
The future of native advertising…
“The future of native advertising — in fact the future of marketing — is going to be very very much increased context. We’re developing technologies now to move native advertising off the screen and into physical places and locations through technologies like beacons and sensors and the Internet of Things. So native is going to be not just publisher or platform-specific, pretty soon it’s going to be place- and time-specific for consumers. Whether they’re in a cinema, in a store, in an airport, on a train, they’re going to get appropriate messages that are highly personalized and hopefully, I cross my fingers, not interruptive but actually useful, helpful and entertaining so that they will accept them.
What’s the deal with #NativeAdSecrets?
At Native Advertising DAYS 2016 – the biggest conference in the world on native advertising – we asked successful native advertising professionals to reveal their three NativeAdSecrets. Sign up for notifications about Native Advertising DAYS 2017 here.
We Need Better Definitions of Native Advertising, Here’s Mine
You Need the Right Story and the Right People to Tell the Story
Brandon Keenen: Make People Understand the Value of Native Advertising
Ana Plisic: Innovate Continuously
Photo credit: Clemens Dörr/TV United