Advertising online has grown exponentially in the last few years, and appears to be one of the most dynamic industries out there. New trends will be emerging within brand publishing in the future, and here is my take on a few of them:
1) Native advertising will not be a bad word! It will be viewed as content which consumers actually enjoy and want to see - they can ignore it if it doesn't interest them, and they can engage if it does. Further, they will be aware the entire time that it is very clearly sponsored, and it wont come as a shock. The feeling of betrayal will slowly pass - as it has been doing thus-far.
2) News organizations and corporations will eventually have sponsored content and stories that they will be promoting, and it will not be questioned.
3) Transparency will become a big goal for the majority of advertisers - it will help separate quality content and campaigns from the rest.
4) Though Social media will offer simpler privacy tools, they will continue to get more personal and expect you to share each moment of your life. Apps will greatly aid to this process, and Facebooks open API will facilitate app-makers posting all the things you do to your timeline so that you can continue sharing and make the world more "open and connected."
5) With time, there will be an uprising against the Buzzfeeds and HuffPo's of the world - the average intellectuals will crave an outlet for quality, indepth writing and reporting, and the journalism community would be more than happy to provide it. Nuance is still craved at a deeper level by many.
6) Big-Data wont be as big anymore - we would have figured out which parts of it are relevant and which parts are just fluff. Data will be judged by its applicability and impact, versus its quantity.
Though some of these trends are already happening, it will be interesting to see how they pan out in the future, especially against the backdrop of ongoing internet legal reform. We can only wait and watch!
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