Native advertising was much maligned in 2014 as marketers and publishers struggled to effectively walk the fine line between sponsored native content and editorial content. Many native ads were either too obviously promotional, too distantly related to the medium’s core content, or perhaps worst of all – not forthcoming about its status as sponsored content. After examining the trajectory and possibility of native solutions, however, it is clear that native will help marketers win big in the new year.
I wrote about native advertising for Millward Brown’s 2015 Digital and Media Predictions, and predict that the best publishers and the best platforms will help clients win with native. The solutions that are clearly identified as sponsored, expertly match editorial tone, and contain content that will resonate with a specific audience will perform best.
Creating winning content to fit each medium is half the battle, but native advertising has already... keep reading