Permission-Based Advertising Tips the Scale Toward Content
ExchangeWire | December 19, 2017 - Native advertising and a seamless user experience go hand in hand. But how has Native changed over the last year and where will it go? ExchangeWire invited over 100 thought leaders from across the industry to share their views. In the latest installment of the series, experts predict how native advertising will evolve over the next year.
Content Advertising (aka Native) is now established as a consumer-first, non-interruptive storytelling practice that naturally fits the publisher editorial context, preserves user experience, meets user expectation and performs incredibly well for marketers and publishers. Advertiser spend will increase in 2018, continuing the upward trend.
General Data Protection Regulation (GDPR) should give it a major push. By requiring explicit opt-in from consumers, GDPR hits the reset button on legacy advertising tactics and ups the ante in the value brands and publishers must provide to preserve their connection to consumers. GDPR will push marketers to be more thoughtful about their creative assets, how they message consumers, the value they offer through those creatives and the renewed connection they require to obtain explicit permission to remarket to them.
Brands can deliver value through great content, promoted and distributed through non-interruptive native ad formats that fit sensitively within context and preserve the publisher’s organic user flow. This value proposition will ultimately enhance a brand’s ability to forge deeper relationships with consumers and preserve their connection as consumers become increasingly mindful and judicious with how they manage their right to privacy and/or right to be forgotten.
Read the full article here.