Native Advertising Predictions: Native Videos in Vertical Formats
We were thrilled to see Lindsey Clarke, Managing Director of our London office, featured in Native Advertising Institute's ebook, 36 Predictions for Native Advertising in 2018. Native video is a crucial element of our mission toward non-interruptive advertising experiences.
Native Advertising Institute | January 10, 2018 - We are ready for the future of native advertising – are you? With a new year comes new opportunities, new silver linings, and new goals to strive for to become even more excellent than you were yesterday. And in order to develop your 2018 native advertising moonshot strategy, it might be the time to take advice from your peers. We present you with 36 predictions from native advertising experts around the world who share what it takes for you to become truly successful with native advertising in 2018.
Like that buzz in your ear that is so insistent that you don’t even realize when it’s gone, thankfully we don’t hear that 2018 will be “The Year of Mobile” any more. We now live in a mobile-first world.
In 2017, mobile accounted for 59.9% of all online traffic. In 2018, this growth will accelerate and will impact advertising in major ways. For example, we used to refer to advertising that appears in the feed and surrounded by content as native ads. In mobile, everything is in the feed.
Native advertising has become just advertising. But the feed is still a sacred ground for consumers and publishers alike. Interruptive user experiences are even more unacceptable. Advertising will need to earn the right to stay in the feed by delivering value to consumers while supporting the unique experience the publisher is creating.
As a result, in 2018 advertisers will increase their investment in content strategies, and much of that content will come in the form of native video produced and delivered in vertical formats. And because native advertising provides such a powerful user experience, look for legislators to enact stricter consumer protections.
Read the full article here.