Interesting article on native advertising from a few years back, mainly focused around advertorials. However, I found this to be more relevant than ever with rise of programmatic native, coupled with the expected doubling in native ad spend by 2020.
The key question will be: Can you guarantee that you are doing native advertising right by following the 3 key As, when done programmatically?
1. Authenticity Your native ad must match the context of the overall editorial "feel" of the site it appears on. 2. Action Your message must be geared toward getting the prospect to take some form of action right then and there. 3. Audience You want to build your own audience, not just pay to access someone else's. The impulse might be to go for the kill, using a harpoon approach for immediate sales conversion. Instead of hurling an all-or-nothing sales message as forcefully as you can, why not snare prospects in a net of useful, relevant content that feeds your business continually? Native advertising is the perfect accelerator for a content marketing strategy. In other words, you create owned media that is accelerated by paid media.