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Why native ads will continue to dominate digital marketing in 2017
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Why native ads will continue to dominate digital marketing in 2017

In the marketing world, predicting trends for the upcoming year is a common occurrence and provides some insight into how the industry is evolving. At the end of 2016, I scoured the internet to see what some reputable marketing experts were predicting for 2017, specifically content marketing (breaking news: the internet is yuuuuuge!) What was one of the most common predictions for this year? That native ads would skyrocket in popularity.   What is a native ad? A native ad, also sometimes called a sponsored post, is an advertisement that mirrors the aesthetics of the page or environment in which it appears (see image below). Basically, it’s a method to get your ad in front of an audience without coming off as obtrusive—and ultimately, hope readers click the ad to get to your landing page of choice.     By 2021, revenue from native ads and sponsored posts in the U.S. will make up 74% of total U.S. display ad revenue—a big jump from a 56% share in 2016.* Part of the reason for this upward trend is because of social platforms like Facebook, Twitter, Snapchat and Instagram who tailor their look and feel to accommodate these types of ads.

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