If you’re in content marketing or advertising, you know that native advertising is top of mind for everyone right now. Even companies who aren’t currently doing native advertising recognize that it’s probably the way of the future. So that begs the question, why isn’t everybody doing it?
The obvious answer is that it’s still very new. But that in itself isn’t an obstacle to rapid adoption. The truth is, many of the parameters are as of yet undefined and as exciting as everyone thinks native advertising is, it’s still a novel concept. For some, there are logistical obstacles that pose impediments to broader adoption. But it’s important to remember that native advertising is just getting starting, and as the technology improves, it’s going to be easier and easier to envelop native ads into a broader campaign.
Essentially, native advertising is in its infancy, which means the model we’re looking at now is going to evolve as technology and understanding improves. In other words, native advertising is just going to keep getting better. What are some of the ways this will shake out?
For starters, publishers are going to start to get better at offering native advertising. AdWeek recently wrote that although almost all publishers are doing native advertising right now, they’re still be picky about the types of content and advertisers they work with. Publishers are also determining what sort of regulations they need to have for native advertising. It’s critical that there’s no ambiguity about the origin of a piece of content – in other words it can’t be mistaken for editorial content. This is such a serious issue that the FTC may ultimately impose its own regulations.
Another major change to expect is significant improvements in technology that will make the process of native advertising much more streamline for everyone. VentureBeat makes a number of predictions about the future of native advertising, specifically about ways that it become more scalable and convenient.
Predictions include: a standardized native ad template, “ad-creators” that will cull social content so it can be repurposed, and even a native ad marketplace. There may be also be technology that makes it easier for publishers to edit and place native ads. What this means, in a nutshell, is that we’ll be able to make and publish more native ads at a much faster. Most of the challenges to scaling are going to dissipate – as will the barrier to entry.
And we can expect that these changes will start to happen soon, as native advertising is increasingly seen as the solution to engage ad-wary users. It’s going to be critical for mobile advertising, and it’s going to be better for brands and publishers in the long run. It may have potential that we’re not even aware of yet – because after all, we’re just at the beginning.