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RESEARCH, ANALYSIS & TRENDS
Demarcation to content marketing What can be expected?
While content marketing is built up of convincing con- Still, it is predicted that almost half of all advertising will
tent to inform or entertain the audience and to create a be made up of native advertising formats by 2020. A
comprehensive experience for the consumer, it be- survey by Statista predicts in addition a global advertis-
comes obvious that consumers are nowadays more ing budget for native ads of USD 5.7 billion by 2018,
open to sponsored content if it is seen on the right plat- which is well conceivable, considering that marketers
forms where the right targeted audience can spot it. have realized that advertising is not distributed accord-
Well, that’s exactly where native advertising as paid ing to the shotgun approach, but perfectly aligned along
media tactics comes into play, namely to spread and the interests of the consumers to achieve real success
make it easier for consumers to find the content, help- and, above all, user acceptance.
ing the storyteller to a breakthrough.
The native advertising study by Seeding Alliance kind
Understanding the similarities and differences between of confirms that, stating that the industry agrees that
content marketing and native advertising well, allows native advertising is an attractive source of income for
corporate publishers to design and position content for publishers and advertisers thanks to its integrated
an even more effective campaign that makes it possible placement and scaling options, especially for mobile
to stick out of the mass of content and information on Internet use. However, it is also clear that a uniform
the Internet and to participate in the conversation of the definition and market standards are still missing, so that
target group without interrupting it. native advertising receives the full acceptance and trust
of the users – although many studies show that native
Another great opportunity lies in the fusion of content advertising has a positive effect on the credibility, the
with data and technology, as combining these strate- perception as an expert, the purchase intent and confi-
gies allows marketers to scale and automate their con- dence in a brand.
tent. In the future, brands will make their content even
more personalized and be able to advertise by using It’s proven as well that users tend to click on native
native ads based on even better and deeper insights teasers rather than on conventional display ads - espe-
from data. cially or just because they contain a media brand in the
link. Therefore, it is expected that in the coming years
The fact remains, however, that due to the merging of native advertising will dominate the distribution of ad-
content and advertising, the legal status of native ads is vertising on mobile devices and account for more than
not always clear and sometimes classified as surrepti- half of the digital advertising market.
tious. There are no industry-wide standards, so journal-
ists, publishers and advertisers fear that readers will Furthermore, the majority believes that an advertise-
lose confidence in the media because of the lack of ment label is sufficient to distinguish a native advertis-
rules and lack of transparency. Although the publishing ing article from editorial content, and industry-wide mar-
industry benefits from native ads, some see it as the ket standards, that dictate the content and formal focus
downfall of quality journalism, harming the credibility of of native ads, are expected to drive the development of
publishers. this advertising format. ◊ By Daniela La Marca
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