Advertising has taken on a new look aimed at disguising itself as part of the actual content on a website. Popular names for this new form of online advertising include: native advertising, sponsored content, or collaborative content. For example on media sites, native advertising is presented through video or image rich posts made too look like editorial or article based content. While on Facebook it takes the form of sponsored posts and as promoted posts on Twitter.
The increasing popularity of native advertising shows the trend that ad companies are beginning to realize that display and banner ads can't be the only answer to online advertising. However various challenges remain with maintenance of custom content. Most brands are unable to approve custom content as needed and on a daily basis to meet changing customer needs and many predict that the future of ad agencies will be in offering a content marketing product.
http://adage.com/article/digital/native-advertising-media-savior-custom-campaign/238010/
No comments:
Post a Comment