When we think of advertising we often think of standing out, not blending in. However, with native advertising the whole idea is for ads to go incognito, and it’s catching on. According to Business Insider by 2018 spending on native advertising will increase to 21 billion from the current approximate of 7.9 billion from this year. That’s almost triple the spending over the next three years.
What is native advertising?
Defined, native advertising is paid media that matches the form and function of the platform on which it appears. This means without a brand name or words like “promoted” and “sponsored,”consumers wouldn’t be able to tell the difference between the ad and the rest of the page’s content. These ads are working their way into numerous places online, ranging from The New York Times to fashion bloggers, and it’s becoming harder to find places where they are not present.
We see examples of this strategy when we use search engines like Google or Bing. Go ahead try it for yourself: type “flight to California” into one of these engines. You are likely to see a sponsored site at the top of the page; that’s native advertising.
What are you reading this on…a smartphone? A tablet? A desktop computer? Chances are that you might be reading this on one of the first two. According to SimilarWeb from June to November of 2014, almost 50 percent of Google’s traffic came from mobile devices and this isn’t just a trend. According to Convince & Convert by 2017 around 2.97 billion users are expected to use the internet over their phones. For businesses this means their online presence is increasingly important, especially on mobile devices.
But this isn’t anything you don’t already know, right? What you might not know is the importance of responsive sites right now. Continue reading