According to a recent paper from Purch, the native advertising tidal wave continues to roll forever forwards, with predictions of spend tripled between 2013 and 2015. However, along with the tidal wave come some under-currents that are also worthy of consideration and discussion.
The Purch findings show dual themes of increased commitment to native as the engagement of choice, and also increased commitment to programmable buying for digital space that allows very precise targeting driven by the consumer’s own actions.
They also confirm that for 71% of advertisers branding is their main native goal, with 65% also including sales and conversions high up the list too; not too surprising given that, at the end of the day, that’s what we all need and want. It is not, after all, the mantra of native advertising that actually trying to sell something is somehow passé or even immoral, the discussion is more about the relative merits of a quick sale ‘off the page’ as against a sustained customer conversation.
However, the danger with trying to directly link sales and conversions to the nature of the advertising is one that pops its head up with every new channel and every new technology that comes along. Read More