Is Native Advertising Just The Latest Buzzword?

The practice of distributing content in the form of paid advertorials has been around since the earliest days of print media. Over the past several years a modern spin on paid advertorials has taken form online and has been labeled by our industry as native advertising. By definition native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Is native advertising simply the latest buzzword? Absolutely not. With companies like Google, Facebook, Twitter, LinkedIn, Pinterest, Instagram and Buzzfeed alone combining to generate billions of dollars per quarter via native ads, native ads are well on their way to becoming a pillar of online advertising alongside display ads, pre-roll and search.

An exciting development over the past few years has seen intrepid editorial publishers such as The Globe and Mail, The New York Times, Yahoo and many other leading publishers putting their stake in the ground. They are essentially creating ad-products that are just as native to their sites and apps as a promoted tweet is to twitter or a promoted post is to Facebook.

With many publishers still determining their own native strategies and not possessing the technology to serve ads beyond the IAB standard, they have leaned on companies such as Sharethrough to facilitate. Sharethrough provides the software that powers in-feed native ads on publisher’s sites and apps, allowing brands to distribute meaningful brand content directly into relevant and targeted news feeds.

While the below article is talking in US figures, it goes to show the implications the native boom is having on the industry, which is already evident in the Canadian market as companies are looking to grow and expand their footprint.

“Sharethrough plans to invest heavily in the Canadian market in 2015 to capitalize on the significant traction we’ve generated over the past 18 months, running over 100 campaigns with top Canadian brands across every major vertical including financial, auto, CPG, retail and telecom. We have opened our first physical office in Toronto and will be building out a local Canadian sales and support team in addition to building out a French Canada specific offering.” Tyler James director of sales & business development Canada.

Click on the below link to read more about Sharethrough and their ambitious goals:

http://www.businessinsider.com/sharethrough-aims-for-100-million-in-revenue-and-programmatic-rtb-native-ad-platform-launch-2015-2

Written by Sammy Rifai

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