Native Advertising Institute | February 9, 2022 - Focus your native advertising efforts this year to build credible and relevant messaging that cuts through this era of increasing noise and misinformation. Leading voices in the industry predict what’s in store for the world of native advertising in 2022. Get inspiration to focus your organization’s native advertising efforts this year.
David Jenkins, Commercial Director at Nativo:
IMPACT OF SHIFT IN PRIVACY INITIATIVES
Consumers are currently undergoing a massive behaviour shift, forcing advertisers to adopt a content-focused approach towards their advertising strategies. Studies show that 47% of consumers have a negative attitude towards advertising, and 63% of consumers who have ad blockers are willing to accept ads if their experiences are light and non-intrusive. Furthermore, in 2021, 80% of consumers spent the same or more time reading or watching content compared to the previous year.
The takeaway? To meaningfully connect with their target consumers, advertisers will shift their focus to branded content and ad experiences that seamlessly integrate into editorial content within the publisher’s site.
My prediction is twofold: First, with recent shifts in privacy initiatives, advertising – specifically branded content – will be used to test narratives and nurture consumers through their purchase journeys. Second, in 2022, we’ll see a sea change from cookie-dependent targeting to non-intrusive and contextually relevant advertising experiences that engage, educate, entertain and meet consumers where they are in their journey.
While marketers have never had more data at their fingertips, there is a world of difference between a data point and an insight.