The opportunities for switched-on brands to succeed with native content are very real indeed.
Native content is set to grow phenomenally in the next few years. Estimates predict that as much as $3bn will be invested in native advertising formats by 2016. But there are many definitions about what native content actually is.
Some simply view native content as a form of media that’s built into the actual visual design of a web page, where the ‘ads’ are part of the content or the content itself. This is part of an article I wrote for Marketing Week recently. In the article I highlight how powerful native content is and why brands need to pay considerable interest to this new medium. You can read it in full here.
Dale Lovell
