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There are so many opportunities when it comes to native advertising, so many formats to choose from, and constantly new formats showing up.
But what is actually trending at the moment in native advertising? We asked four native ad studios exactly this question and here’s what they said:
Social posts answer client’s need for immediate publishing, at lower production costs.
Summit Media: Article format and social
“Right now, the majority of our digital advertisers are embracing native advertising in article format. But it’s worth noting that the demand for social media posts and videos continues to increase every month.
Social posts answer client’s need for immediate publishing, at lower production costs. We think this native format will continue to grow in the next months.”
-- Christine Sandejas, Group Publisher at Summit Media
We are investing a good amount of talent and energy in growing audiences around signature formats that have been proven to work editorially
Vox Media: Scalable formats
“Right now, we’re having lots of fun obsessing over formats. In a world where brands need more and more content, but resources and attention are inevitably constrained, our clients are increasingly asking for efficient, proven content formats that can scale easily across platforms. Similarly, we know that audiences gravitate toward series, formats and franchises that feel familiar.
And so, we are investing a good amount of talent and energy in growing audiences around signature formats that have been proven to work editorially – like the popular “Explainer” video that has been perfected by Vox.com – then adapting those formats for branded content. So far, this approach has been enormously popular.”
-- Armando Turco, General Manager of Vox Creative
We are seeing a big uptick in video creation. Our clients now have more demand for video than ever before.
Time Inc: Video, VR and AR
“We are seeing a big uptick in video creation. Our clients now have more demand for video than ever before. From social style video to long-form documentaries, to broadcast-quality commercials, we see video taking a leadership stake in many of our conversations.
We are also leading the industry in AR & VR content. Through our LIFE VR/AR platform, we are able to offer our clients an extremely creative way to communicate their marketing message to our shared audiences in a very immersive/interactive and tangible way. We are able to bring content to life, making our consumers touch, feel, and experience in ways that one only dreamt of.
-- Christopher Hercik, Chief Creative Officer at Time Inc's content studio The Foundry
It’s all about authenticity.
Mashable: Formats beyond traditional storytelling
“Native advertising is primed to go beyond custom written editorial content with formats that take users beyond the confines of traditional storytelling. From custom products with interactivity to chatbots to VR and AR experiences, it’s all about telling stories in exciting new ways made possible through technology in a world that is increasingly connected.
Beyond obsessing over new formats, we also see a shift toward brands wanting to align with Mashable’s robust social good content. Driven by a growing consumer awareness for sustainability and social consciousness, brands are eager to align with engaged audiences looking to support brands whose values align with their own.
This is a big opportunity to shift advertising into a landscape that drives measurable outcomes on world-changing initiatives with audiences who no longer want to simply consume content, but engage with it in meaningful ways. It’s all about authenticity.”
-- Lindsay Harrison, Creative Content Lead for Mashable Brand X
Be sceptical?
But, Lindsay Harrison underlines:
“Brands and especially publishers must remain somewhat sceptical of trends to ensure that the core brand identity and authenticity are upheld.”
Which is why, she says, trends always come second for Mashable Brand X.
DOWNLOAD: Native Advertising Trends 2017 - The Magazine Industry
Chad Pollitt
