Louise Colyer, Director of Publisher Development, GumGum sponsors of Best Native Advertising Campaign
1. What challenges do you see that native advertising will be facing over the next five years – and how should publishers, advertisers, and agencies be preparing for those challenges?
All parties should be working to engage readers with content that is relevant and contextually aligned. As an industry we need to agree on who is better positioned to produce this content and add value to consumers. Formatting styles also differ between media owners and providers, which often affects scale. Currently many publishers are testing the water to find the best approach. Many still do not have a full strategic plan against this ever-increasing revenue line. As with the GumGum solution, the focus of native is brand awareness and engagement therefore there needs to be a balance between creating content purely for advertising purposes and selling a native campaign into irrelevant content.
2. What makes a good native advertising campaign?
The first word that comes to mind is trust. A good native campaign will be of interest to the consumer. The consumer trusts both the overall content provider and the brand, which ultimately leads to good engagement. Another word would be ‘non-intrusive’. A great campaign is seamlessly integrated into the content. Native bridges the divide between great content and right audiences. With native you can have both. If done well.
3. Why is it important to celebrate the best partnerships in digital publishing?
Native currently makes up 22% of digital display advertising. This will grow and in order for it to do so at the rate brands need, the campaigns have to be successful in terms of desired metrics and most importantly, impactful. Showcasing great native partnerships will encourage spends in this sector. It should expel some of the fears around the partnership and execution and will help processes between all parties.
Native is a new category. So, the AOP understands the need to recognise this ad form, as do we at GumGum.
4. How do you think the rise of mobile, video and social media is affecting publisher business models?
Because of video, photo sharing apps and all social platforms we are noticing a rise in user generated content. The majority of which is produced on mobile! Publisher business models are constantly evolving and the rise of mobile, video and social has led to, once again, new strategies and concepts around producing content and monetising said content. How users consume content has always been important and for the last five years it has been obvious that these three factors feature heavily in publisher ad strategies. Most are likely to concentrate on new platforms. Content will be both shared and produced on social platforms now, in different forms including imagery and videos. At GumGum we have researched user behaviour around images and content consumption. With the rise of visual web and changes in user behaviour, strategies are evolving (rather than being affected).
As long as each media owner is ahead of the curve and has a good understanding of their audience and not just who they are but what they want to consume, then you’re off to a good start.