In today’s market, the value of Native advertising is hard to deny. Spending on native advertising is soaring and marketers over various verticals are realizing its value.
Native has become one of the hottest topics in digital media, and there are several reasons for this trend proving that it is here to stay.
Evolution of Native Advertising
Native is not something completely new to marketers. Native advertising has been around in several forms for years. From advertorials at the turn of the century to product placement in radio, film and TV, Native ads have played a part in many brand’s budgets whether the consumer realized it or not.
Social-Native Leads the Way
The recent uptick in native spending has a lot to do with the rise of freemium social applications, bringing new creative opportunities to reach a highly targeted audience. From networks like Facebook and Twitter, social media platforms quickly realized the value of what they offer brands for free and now have enabled new channels to reach targeted audiences via paid methods. According to Business Insider, social-native will draw a majority of native ad revenue between 2013 and 2018, and spending on native ads will reach $7.9 billion this year and grow to $21 billion in 2018.
Another reason for the rise of Native Advertising is that it directly correlates to the rise of mobile. There are over 3.6 billion unique mobile users (184MM in the US Alone) with over 6.8 billion mobile devices sold. Mobile videos account for 66% of all internet usage. For marketers the issue remains that mobile banners are, well, awful. Anyone who has run a mobile campaign sympathizes over the depleted KPIs from the minuscule mobile banners or the inflated costs of full screen interstitial ads which publishers have to distribute with caution due to their annoyance. Native Advertising provides a solution for reaching the mobile audience in a much more powerful, yet less disruptive manner.
Pioneer in Native Advertising
At StumbleUpon, the biggest publishers and brands have turned to the StumbleUpon Native Advertising Network to distribute and amplify their content in its full-form to the perfect audience. As a pioneer in Native Advertising, StumbleUpon has created several solutions to heal the content marketer’s biggest pain-points. The efficiency and transparency of StumbleUpon’s Native Ad Network, allows marketers to create a campaign with just a URL and instantly see how segmented users respond. This allows seamless A/B testing of content as well as quantifiable results.