3 Native Advertising trends to look forward to in 2019!
2018 has come and gone, and it was a truly great year for native advertising. One thing is for certain, though, there is more excitement to come.
Authentic storytelling will be key
Engaging, relevant and authentic storytelling is more important now than ever. The coming year will undoubtedly bring shifts in content formats, channels and metrics, but authentic content should most certainly remain.
“As the digital content landscape becomes more cluttered with noise and more difficult to navigate – due to restrictions and changing regulations – quality, authentic storytelling will be the True North for brands to follow,” says Tim Clark, VP, Native Advertising & Audience Amplification at SAP
The native advertising industry will play a more central role in marketing
As the power of native is being increasingly recognised, experts predict that 2019 will be the year the advertisers fully jump on board, embracing the discipline and developing solid and thoughtful native strategies to deliver real value.
“Native is already part and parcel of marketing plans, becoming a ‘must have’ rather than a ‘nice to have’. Marketers and publishers alike have reached a plateau of acceptance and understanding of the channel, which was atypical five, or even three years ago,” says Rebecca Lieb, Co-Founder and Analyst at Keleido Insights.
2019 will be the year of strategic partnerships and collaboration
The process of delivering great, authentic native that resonates with our audiences over time will require strategic partnerships between brands and publishers.
“Ultimately, a strategic partnership will pave the way for a better true native advertising campaign, whether it is executed via print, online, social media, or a combination,” says Maibritt Holm, Head of Native Advertising, Aller Media.
Beyond long-term relationships between brands and publishers, native advertising is – and should be – multidisciplinary and will require native studios to embrace out-of-house experts now and again to bring value to their clients.