Five Things We Learned About Native Advertising at Advertising Week New York 2016 - Seite 2

4/ Money Moneyws the eyeball… and eyeball follows the content Feed 

"In our $170Bn advertising industry, In-Feed native ads are more than a format, they're a new philosophy, and now the largest category of attention. The feed is where your customers congregate - all day long, everyday. Whether it is on desktop or mobile, In-Feed native ads are the only way to catch user attention browsing the internet and reading headlines (sometimes for just few milli-seconds) giving them a reason to engage with a brand. If banners are for seeing, Native is for reading, and it makes all the difference in the way people perceive the brand message. The native advertising category is still a very broad term - there is continual debate around what is a native ad? But moving forward, it seems that In-Feed native ads will be the only way."

5/ The Attention Currency: we have to find new metrics to assess the success of native advertising campaigns 

"67% of worldwide digital spending is branding, and as native is about telling a brand story over time, clicks are really not a relevant KPI for native ads. In an industry where almost 50% of digital ads are still not viewable, native advertising is all about getting 100% viewability, which in the long run boost brand, increases buyer intent and ultimately increased sales.

"In the DNA of native advertising, a non visible impression should really not be a billable event, it should not even exist, and advertisers should before all focus on what Jonah Goodhart, CEO at MOAT calls the "Attention currency" (brand lift, awareness, recall, perception, intent…)"

"In conclusion, native is not a buzzword nor a fad, it's a new paradigm that makes advertising shift from an old static model to a dynamic new one. It totally relies on components (mostly title, thumbnail and description) that are seamlessly assembled in real time in the content feed. Across all panels the feeling is that native is now going mainstream, programmatic is embraced on both sides, all buyers forecasting at least 100% growth of native investments in 2017. The main challenges that we still see are around measurement of campaigns success and pushing content quality up. The technical challenge is behind us; we now have to undertake a creative challenge!"