Global Native Advertising Market: Overview
Native
advertising, which ad executives, editorial departments, and practitioners
themselves consider a bit different than the conventional advertisements, is
still in its nascent phase and has a different definition for everyone involved
in the field.
In very
simple terms, however, native advertising can be defined as an advertisement
that is designed to simulate the form and factor of the environment it is set
to appear in. Like most marketing terms, native advertising is an umbrella term
and is applied to a variety of digital content. In the past couple of years,
native advertising has gained huge traction as the marketing world has started
realizing the benefits of this innovative advertising experience.
In
order to make the advertising experience less intrusive, native advertising
sticks to the strategy of matching the visual design of the digital media
platform that is being accessed. Native advertising principles adhere to the
practice of making the advertisement content appear and feel like natural content.
The
report on the native advertising market explores crucial details about the
present state of the global native advertising market, complete with
quantitative and qualitative data pertaining to key market segments. The report
presents a thorough analytical overview of the major forces in the market that
will drive demand, restraint growth, and the trends that underline consumer
choices.
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Global Native Advertising Market: Trends and Opportunities
The
immensely popular social media platforms such as Facebook, Instagram, Tumblr,
and Twitter were among the first adopters and marketers of native advertising.
For these companies, native advertising has become one of the primary sources
of revenue in the past few years. The money factor has also lured many
international publishing houses in introducing new advertising platforms on
their mobile and desktop sites.
One of
the major factors driving the global native advertising market is the fact that
these ads are less disruptive/intrusive than banner ads. Also, native
advertisements fit in more lucidly on mobile devices. This factor, owing to the
rising trend of mobile internet, makes native advertising logically more
effective for marketers and global brands wanting to expand their consumer
base. With the escalating number of smartphone users globally, the reach of native
advertisements will also expand, subsequently increasing the number of
companies willing to advertise through this medium. This will enhance the
growth opportunities for the global native advertisement market over the
report’s forecast period.
The Federal
Trade Commission has set some rules and regulations regarding the way native
advertisements are labeled, as “sponsored” or “promoted,” which can be a bit
ambiguous to the layman. This has prompted brands to use clearer terms, such as
“sponsored advertising content” or “advertisement,” making the native
advertisements stand out from the natural flow of content. This factor can
defeat the idea of making native advertisements look like natural content and
is expected to limit the market to a certain extent.
Currently,
the native advertising market features advertisements that can be segmented
into categories such as in-feed ad units, recommendation widgets, promoted
search listings, search ads, and custom content.
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