Five Things We Learned About Native Advertising at Advertising Week New York 2016

NEW YORK, September 30, 2016 /PRNewswire/ --

This first Native Advertising Forum at Advertising Week New York 2016 was a great success, a full house of more than 200 people eager to get to know more about what Native Advertising is all about.

     (Logo: http://photos.prnewswire.com/prnh/20160901/403517LOGO )

Julien Verdier, CEO of Native Ad Platform ADYOULIKE , offers a summary of the key trends discussed at the forum this week:

1/ Native is definitely the largest category of digital advertising 

"According Business Insider's research, native advertising will account for more than $36Bn in the US alone by 2021, and $75Bn will be spent on native advertising in the next three years. With 1% of GDP dedicated to advertising and attention quickly shifting from TV to mobile, it's obvious that native advertising has a lot of room to thrive. Indeed, native is the only way to truly monetise mobile devices, and 60-80% of native advertisng inventory is now coming from mobile."

2/ Publishers and Trading Desk embrace Native programmatic and PMPs 

"More and more publishers are creating native Private Market Places (PMPs) to sell premium in-feed native ad space within a genuine editorial context. This is very unique and strong compared to what social platforms like Facebook or others can offer. On the other side, trading desks are using PMPs to access that exclusive editorial context, with the guarantee to always reach their goals and audience. Thanks to the generalisation of the Open RTB 2.3 (the standard to buy and sell native ads programmatically) and the generalisation of Deal IDs, native programmatic is the most promising area of development for native advertising; we are still at the stone age of native programmatic - it is going to be huge in the near-future."

3/ Publishers use native ads to extend their audience beyond their properties, and they get better results than ever before 

"The engagement lift for a publisher using native advertising to extend its audience is 30-50% above traditional display and other formats. Walled gardens are not the future for publishers, they have to operate openly and syndicate their content if they want to reach their audiences. With more than 80% of its content generated out of its own website, Buzzfeed is the perfect proof of that vision, reaching its audience across dozens of different partners, using mainly native ads."