Native Advertising: Finding the Sweet Spot for SmallBiz

A common prediction for 2015 was the mainstream arrival of native advertising or the purchasing of sponsored content on social networks and online news sites. Pushing this trend is banner ad blindness; the viral brand lift gained from native ads; and a user migration to mobile platforms that do not accommodate traditional display ads. Add to that the pressure publishers are feeling to fill the gap of declining display ad revenue, and the growing popularity of native advertising becomes clearer.

native ad

But will native advertising eventually take over display ads for small and medium sized businesses? If so, how quickly will it be adopted, and how will it change the marketing landscape?

To answer this, the following includes a review of its current state of adoption along with the industry momentum required to overcome its primary challenges of scalability and transparency.

What is Native Advertising?

A clear grasp of native ad trending first requires an adequate definition of what constitutes native advertising especially since a universally accepted definition is still in the making. But for now, let’s define it as  “the use of content-based ads that match and live within the stream of editorial-type content, while contextually following the experience of the publisher’s platform.”  i.e., finding the sweet spot between advertising and publishing content.

But finding this sweet spot has been quite a challenge for brands and publishers confronted with issues like transparency and disclosure of native ads as “ads”. The mere fact that the ads are created to blend in with content often confuses the reader with what is promoted and what is editorial. 

native advertising

Some of the more notable definitions proposed by reputable content marketers and advertising boards include the following:

“…Native advertising is a “pay to play” opportunity that is content based and delivered In-Stream while not disrupting the user experience…The information is intended to be useful, interesting and highly targeted to the specific readership and is delivered in a way that does not impede the normal behavior of the user in that particular channel…”

-          Joe Pulizzi, Content Marketing Institute

“…Native advertising is a form of converged media that combines paid and owned media into a form of commercial messaging that is fully integrated into, and often unique to, a specific delivery platform…”

-          Rebecca Lieb, Altimeter Group

“…Native ads are purchased ads that mimic content in the venues in which they appear. They are more entertaining and less interrupting than traditional ads, and hopefully popular enough to get shares…”

-          eMarketer

“…Native social advertising is the branded content integrated directly within a social network experience (i.e., the newsfeed or content stream). These integrated, advertorial qualities differentiate native ads from traditional display…”

-          BIA/Kelsey

“…Native ads are paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong…”

-          IAB Native Advertising Playbook

“…Native advertising entails taking that which is organic and flipping it around into advertising…”

-          Howard Greenstein, Harbrooke Group

In attempting to narrow down the most important elements of a native ad definition, the Online Publishers Association concluded the following from a survey of online publishers.

native advertising

Source: Online Publishers Association (OPA) Study in Partnership with Radar Research 

Common to many definitions is the acknowledgement of native ad as a convergent media (placement paid, content owned and sharing earned) that covers sponsored content found in new sites (e.g., Forbes.com, BuzzFeed, Mashable and The Atlantic), advertorials, promoted/sponsored social media content and content recommendations. Some would argue it also includes sponsored searchable content as well. Finally, many acknowledge the dual objective of native ads to (1) ‘stand out’ for reader awareness and (2) ‘fit in’ with non-disruptive, opt-in content. 

Another area of debate in attempting to define uniform standards for native ads are the various media formats they represent. In their Native Advertising Playbook, the IAB identifies and provides examples of six types of ad units most often described as native:

  1. In-Feed Units
  2. Paid Search Units
  3. Recommendation Widgets (e.g., “From Around the Web”)
  4. Promoted Listings
  5. In-Ad with Native Element Units (e.g., banner with text or preceding a post)
  6. Custom Campaigns

The wide variance in formats has much to do with the ad’s fit to form (e.g., in-stream vs. out of stream); its match to function (e.g., video on a video or story among stories); match to surrounding content (e.g., mirrors page content behavior); its target specificity and guarantee of location placement (e.g., narrowly vs. broadly targeted placement); and its metric objectives (e.g., views, likes and share for top-of-funnel brand engagement vs. sale, download, register for bottom-of-funnel direct response).

In its most limited form, these ads could include sponsored posts found in many social platforms.

native ad examples

Examples of Social Sponsored Content

At the other extreme are long-form narratives including featured news article or videos hosted in major publications. Although the publications were once the domain of social news aggregators such as Buzzfeed, Gawker, Mashable, Forbes, The Wall Street Journal, The Atlantic, Business Insider and The Huffington Post, an estimated 90% of publishers are now offering native ad offerings.

branded content

Examples of Branded Content in News Sites

Why all the Hype?

No doubt the content marketing craze has reshaped a marketing landscape once riddled with digital display ads.  According to Patrick Albano, Co-Chair of IAB Native Advertising Task Force, “this renaissance in digital advertising is driving brands, publishers and consumers to communicate with each other in more personal and natural ways.”

What has likely delayed a more widespread adoption of native ads are the mechanisms to scale and integrate them into editorial content acceptable to publishers. The pace of adoption is likely to increase, however, due to revenue pressures.  Many publishers are feeling the pinch of ever shrinking display ad margins as a greater number of blogging sites, social news sites and social platforms are staking claim to available ad space. This over-supply of inventory, coupled with consumers being clobbered with overwhelming ad noise, is forcing publishers to adopt some form of native advertising.

Brands see these content-based ads as a far superior approach to brand affinity lift and consumer engagement than can ever be realized under traditional display advertising. Banner ads, in particular, are not conducive to social sharing or to mobile usage. And it is this lack of mobile adaptation that is most concerning to traditional display advertisers since mobile is expected to overtake desktop web viewing in the not too distant future.

In a detailed evaluation of the native ad landscape, Altimeter Group’s Rebecca Lieb highlights the many reasons why brands, publishers, social networks and advertising agencies stand to gain from a widespread adoption native ad formats.  Common to all parties is a drive for:

  1. New revenue streams
  2. A potential for deeper behavioral/contextual data
  3. Target audience opt-in to content

How Far will it Advance?

Among the hold-ups barring parties from embracing native ads more extensively is the potential of native ads to deceive its readers. In particular the Altimeter Group study cites transparency and disclosure as major concerns especially in light of the ethical sensitivity towards ad content that is mistaken as editorial content. Perhaps no one sheds light on this concern better than the hilarious John Oliver in his HBO feature on Native Advertising.

This issue came to a head in the infamous publication by The Atlantic of David Miscavige’s salute to Scientology. The Atlantic posted an advertorial package for the Church of Scientology, which was subsequently inferred by many as an editorial piece endorsed by the publication.

Another issue suggesting a more limited roll-out of native ads is its scalability to so many diverse publication standards. Compared to banner and other display ads, native ads are not portable across platform formats. To scale them optimally across publications, a great deal more is required to make them contextual relevant while also having them fit seamlessly into a publication’s form, fit and function. Banners, on the other hand, merely require compliance with universally accepted placement standards, something yet to evolve for native ads.

Much progress has been made in this area, however, as technology companies jump into the fray. Sharethrough, Outbrain, Taboola and Disqus are among the 40 technology firms listed in the Altimeter Group’s review. To date, these predominately software companies have been able to sort and configure the many content, creative and social metric elements associated with native ads to where they are becoming increasingly programmatic across multiple publishing platforms

So How Much of the Landscape will Shift towards Native Ads?

According to BIA/Kelsey and eMarketer, U.S. native social advertising revenues are forecast to grow from $1.6 billion in 2012 to $4.6 billion in 2017. The near 23%/yr. compounded growth reflects the higher engagement results seen from native ads. It also attests to the rapid adoption of native ads by publishers, many of which are finding engagement rates of native ads to approach those of their editorials.

Forecast of Native Ad Revenue (BIA/Kelsey)

Even the more minimal in-feed native ad placements and promoted listings we see on social networks are demonstrating the efficacy of native ads. According to a study by Interpublic Group’s IPG Media Lab and Sharethrough, consumers looked at sponsored content 52% more often than banner ads. The same study showed native ads generated 9% higher brand affinity lift and 18% higher purchase intent response than banners. Finally, the study found that 32% of respondents said the native ad “is an ad I would share with a friend of family member” versus just 19% for display ads.

This bodes well for what seems to be a welcomed attraction to the marketing landscape. Consumers can now view our marketing messages as part of an overall brand story told in the context of something relevant to what they are reading. Brands benefit when the consumer shares the content-ad. The more the engagement, the greater the brand affinity lift especially when the ad is seen as relevant and useful. Finally, publishers benefit from a new source of revenue to offset a dismal decline in display advertisements.

When will Small Business See the Impact?

So far the momentum behind native advertising has mainly benefited large brands that have the resources and relationship with news publishers. The scalability issues have been reasonably addressed to date with tighter brand/publisher collaboration. Publishers, in some cases, have even hired dedicated staffs to manage native ad content. 

Minimums to play in this arena, however, are quite high given the growing demand for premium placement of native ads. Add to that the time consuming collaboration required of this convergent media to represent both brand and publisher interests, and you can see why smaller businesses may not be so quick in their adoption of native ads.

But with the growing adoption of big data into contextually relevant platforms, expect to see a roll-out of limited in-feed native ads for small businesses. Though not as customized as the multi-platform narratives used by big brands, these more affordable alternatives are being aggressively promoted by native ad integrators  (e.g., ShareThrough.com) and news sites. 

BuzzFeed, in particular, has had recent success in building a native advertising ad network on other publisher homepages. Should they and others elect to broker their native ad placement capacity,  small businesses may have an answer. This assumes, however, that these native ad integrators or publishers can auto-configure content-ads to suit the standards of multiple platforms.

But the adoption by small businesses of native ads may be hindered more by a mindset than technical solutions to scalability. Small businesses may be slow to embrace the true essence of native advertising.  For example, it’s one thing for Coca Cola, Chipotle and Dell to piecemeal powerful brand stories over numerous branded content placements. They have the vision and appreciation for content strategies that justifies a long-term investment. But it’s another thing for small businesses to embrace this type of narrative especially where results in brand buzz and brand affinity lift may not be so readily measurable.

Small businesses will have to be courted, in part, by publishers and agencies willing to train them on native ad scaling as well as in making content contextually relevant. In essence, these small businesses will have to understand that native advertising has as much to do with complementing editorial content as it does with catching the eye of a waiting prospect. This perceptual shift from fitting in over standing out will undoubtedly require a new leap of faith. 

As best said by Patrick Albano of Yahoo!, “The challenge with native is finding that sweet spot between fitting in and standing out.”

So what is your take on native ads? Are the forecasts overstated or understated? What additional challenges might small businesses face beyond that discussed for brands? 

 

 

100 thoughts on “Native Advertising: Finding the Sweet Spot for SmallBiz

  1. So what is your take on native ads?

    Native Ads seem to have become beneficial for businesses since its introduction. However, there is nothing I find more annoying while I am on a site than “sponsored” ads that randomly show up on my newsfeed. When Facebook started doing this I began to lose interest in using the site and leaned more towards Instagram. Nonetheless, now Instagram does this too which has really not sat well with me at all. It seems that I might just have to accept these irritating native ads since they don’t seem to be going away any time soon but instead are appearing more and more every day. From a marketing point of view, the use of native ads might just be a genius idea after all. I’m sure not all social media users find these ads annoying as I do, so they might be on to something here.

    Are the forecasts overstated or understated?

    It is hard to say exactly how accurate these forecasts will be but judging by how much social media has evolved in the last couple of years, the forecasts seem fair. I have learned that you can’t underestimate social media outlets and what they may be capable of and as these native ads are becoming a trend, I would not be surprised these numbers forecasted will indeed be accurate.

    What additional challenges might small businesses face beyond that discussed for brands?

    Small companies may indeed run into some challenges other than the ones previously discussed. One of these challenges may be the resources to put out these ads. Putting out such ads not only requires funds but also an extensive amount of research and development that small companies may not be able to afford compared to bigger companies.

  2. So what is your take on native ads? Are the forecasts overstated or understated? What additional challenges might small businesses face beyond that discussed for brands?

    I feel that native ads are the wave of the future. Seemingly, today’s consumers are easily turned off by blatant advertising/marketing. Consumers tend to respond more favorably to more subtle advertising. Marketers understand this and are taking full advantage of that fact through the use of Native Ads. By seamlessly placing ad content into the flow of the publisher’s content makes consumers subconsciously aware of an offering without disrupting the flow of their reading.

    Further, Native ads provide a more targeted approach by being embedded directly into the content where the target market hangs out. Therefore, automatically speaking the language of the targeted consumer and promoting brand recognition.

    I feel that native ads are an awesome marketing tool/strategy for larger established brands. I feel that smaller businesses will have a tougher time utilizing this method mainly for lack of resources. Funding will play a significant part in the positioning of native ads into publisher content simply due to the immense competition for the space. Smaller businesses may not have the capital up front to get prime placement into publisher content. Therefore, I do not recommend Native Ads for Small Businesses at this time.

  3. With the advent of TiVo and on demand, television advertising can simply be ignored. In the print world avoiding advertising is as simple as turning a page. Given the nature of native advertising it should not receive the resistance traditional ads have. Having an ad relevant to your contextual experience appear at the right time within the flow of your preferred outlet is the ultimate evolution of advertising. I think of native ads as advertising on demand. As companies embrace the idea of pay to play and marketers develop better techniques for native advertising, I believe there will be an even bigger spike in the use of native ads. I believe focus will shift from disguising the advertising to concentrating more on the relevance to the consumer.
    Smaller brands do not enjoy the level of recognition that big brands have. As discussed in the article brand notoriety allows for a piecemeal approach to telling a brand story and an easier integration into the format. Understanding the overall brand also helps with easy alignment to the publisher’s message. Small businesses do not enjoy these luxuries, for these reasons it is more difficult for them to use native ads. In order for small businesses to enjoy the benefits of native advertising they are going to need premium location as well as a long-term strategy based on developing brand awareness. To procure premium locations within the content stream requires capitol that small businesses may not have. Especially when they are fighting for the same real estate as major brands. The only recourse for small businesses is to utilize native advertising within new streams. They may not be able to compete as effectively in the established avenues, but they can be first to market in new formats and grow with them.

    1. It’s surprising how everything has change in terms of publicity, advertising and marketing. Nowadays with this new theme of native ads it’s easier for companies to get the attention of customers, promoting their services/products or just positioning a brand in their minds.

      The forecast for native ads are amazing, its great how now you can even been playing on your smart phone and you will receive pop up from a store or a brand. I believe that they will grow and increasing over the time, beneficiating companies to attract more customers. It’s a easy and convenience way to promote as well, companies may not need to spend time and money creating banner or other publicity ads, now with the native ads they can get the attention of customers anywhere across different ways and platforms.

      For small business, today maybe have a challenge with this type of ads as they are more used for biggest companies, but will not be a challenge in the future. The studies show that native ads will continue improving and will be accessible to any kind of business. As the banners and displays ads where the biggest advertising tools in the past, the native ads will be in the market to embrace and beneficiate any business that want to success in the market.

  4. I think that native ads are a smart way of reaching a target audience. It makes the advertising more effective and less obtrusive because it meshes in well with the original content. The ads can help companies increase the brand recognition as well as market new services and products.

    The forecasts seem to be about accurate in regards to the growth of the native ads. Companies should start to use them more since they have a much higher success and rate of return then banner ads. The ads use the same layout or format as the original content and offer services that go well with the internet page. Consumers may appreciate the information or business that is offered unlike traditional banner ads that have nothing to do with the topic.

    Small businesses have a harder time with native ads because their name brand is usually less recognized than the larger companies. Small businesses also do not have the marketing budget to pay for the specialized ads that are required. They may need to stick to more traditional methods to get the most out of their limited budgets.

  5. So what is your take on native ads? Are the forecasts overstated or understated? What additional challenges might small businesses face beyond that discussed for brands?

    Native ads are definitely becoming more popular, reshaping the way businesses advertise to their customers. Despite the confusion on what constitutes a “native” ad, it boils down to how companies differentiate their content versus their editorial type content. Coming from an advertising agency, digital campaigns were jam packed with native advertising, from sponsored advertising on Facebook to branded content on various other websites. However, going to client side to business that digital advertising is very new, I have realized that this type of advertising spend is not as easily digestible for everyone. Native ads work in a business’ favor, allowing them to relate to people, serving those who have interests related to your product or service. Those who “pay to play” will hopefully create a relationship with their customers where they will feel like they are looking at content that relates to them. Although users will know that this is paid content, they will still more than likely feel inclined to click because the content appeals to them.

    Native advertising have become a piece of the digital marketing budget, well some small business definitely struggle when they have limited marketing dollars to be spent. I do believe that social media and SEO help native ads because they drive engagement and placement in a popular digital space. It is not surprising that studies have shown that companies are seeing a lift in brand affinity and engagement. This type of advertising definitely opens the door to new opportunity that equates to more revenue. Forecasts are not overstated because new forms of advertising like this catches on like wildfire once proven effective. I would say it is very effective, not just from personal experience, but just from research and case studies in general. If consumers look more at sponsored content, it is worth investing in to make drive more awareness and to put your brand at the top of the list.

    Small businesses might struggle with native ads because again it can be quite expensive. I believe small companies can get creative in the way that they manage their native content, maybe picking the cheaper forms of getting it out there, but still curating relevant and engaging type content. Everyone has a story to tell, it is just the way in which you choose to tell it. Native advertising can be integrated into a brand’s story, helping to amplify that message to your target audience, the audience that really matters. Sponsored on social media can come at a cheaper price than other types of ad units – more bang for your buck I like to tell people at times. As this form of advertising becomes more and more popular, small businesses will find a way to scale it to work for them. I have seen many success stories from small businesses that make smart decisions, making their brand stand out in a unique way. If they use those decisions to adopt native advertising, their brand could produce better results and they could find a means to justify their investment.

  6. The forecasts on native ads are understated, the growth for native ads will continue to grow at an increasingly fast pace. Native ads provide a way for companies to interact with their consumers as well as advertise their product by using creative content that is useful to their target segment. All companies are moving towards this type of advertising as consumers become more aware of company online reviews and overall reputation. One of the challenges a small business may face is knowing how much information to reveal through it’s native ads. These small businesses more than likely will have local competition and might be unable to reveal all about their brand. Small businesses may struggle to create interesting content for their consumer especially if they have not established their brand. Additionally, small businesses will face fierce competition and the idea of simply overloading their content with trending keywords is tempting rather than creating quality content.

  7. So what is your take on native ads? Are the forecasts overstated or understated? What additional challenges might small businesses face beyond that discussed for brands?
    I think this easy to understand that native adds forecasts. native advertising is the great way to introduce to market for companies. Most of the native ads that I have encountered are for larger companies that hit a broader audience. also small companies use native adds to reach customers but smaller companies may not fully understand how much can be gained by targeting their specific segments. this is very important factor to use native adds effectively.

  8. So what is your take on native ads? Are the forecasts overstated or understated? What additional challenges might small businesses face beyond that discussed for brands?
    My take on native ads is that they are great. I especial like that they are non-disturbing. I personally don’t like all that advertisement noise while I am surfing the net, and I especially don’t like it while I am on social media.

    As much as I like native ads I think that the forecasts are overstated. Soon all the “native ads” will be to consumers just another ad. At the end of the day consumer know marketers are looking to make a sale and they are not always in the mood to be bought.

    Beyond what was discussed for brands, small businesses might face the challenge of fitting it in to their marketing strategy.

  9. So what is your take on native ads?
    I truly think that these are the wave of the future. I remember when I used to scroll through magazines a couple of years back and there were pages that were sponsored but looked like articles that tied in the magazine. I feel like this is very similar. I feel that ads put in place without having to leave the page has become something that customers gravitate towards. I remember a recent post one of my Facebook friends posted and he mentioned how one page changed to a new page everytime you clicked on a picture instead of putting it all on one page. He found it to be bothersome and mentioned that he would not use that site again. With the internet, smartphones and technology as a whole getting faster. It is not wonder why the regular consumer would like to get ads faster and organically.

    Are the forecasts overstated or understated?
    I feel that the forecasts are just right. You never know what may happen but it seems like this is the best way to deliver this type of content. I know that I gravitate towards sites that are easier to navigate through and so not have ads popping up one way or the other. As long as consumers are engaging in this type of activity and it has traction then it will continue to grow.

    What additional challenges might small businesses face beyond that discussed for brands?

    I feel the biggest challenge a small business may face is gathering the resources to attract the type of brands that would pay to have this type of content.

    My other big concern is that a lot of these small businesses are themselves, trying to build a repertoire and personality for these consumers. If some of these consumers start seeing ads in too many places, it may be seen as “selling out” or not delivering superior customer value.

  10. In my opinion from a business prospective. I feel as though naive adds are a great tool that marketers can and should use to connect relevant information to the consumers making it very useful in the field of business. I personally own a small business and when purchasing equiptment and supplies, I usually end up clicking on adds not realizing that it completely took me in another direct.

    I would also have to agree on the flip side that some business may not prefer or may be uncomfortable with this type of advertising but it seems like it definately would increase brand awareness and other important aspect of your business whether large or small. Small buisness on the other hand have additional challenges to face wight the whole pay to play which basically works as the more you pay the more your business is put out there, which is generally how business works but i can see where one can suffer

  11. So what is your take on native ads?
    Native ads are great, and there is definitely a place for them in your marketing mix, but they should act as a supplement stream of advertising in your overall marketing strategy. Simply put, native ads are effective, but not effective enough to replace conventional advertising. The optimal solution for any company is to have an effective mix of native ads and interrupting marketing ads to attract and retain customers.
    Are the forecasts overstated or understated?
    The forecasts are overrated simply because native ads are too involved for it to hit critical mass. For example, the scalability of native ads is not as promising when compared to other social media ads like banner ads and display ads. For a company to produce a native ad and scale it across multiple publications, it will require more effort and more capital. This kind of involvement is off-putting in the eyes of small business owners looking to make their business as “lean” and profitable as possible.
    What additional challenges might small businesses face beyond that discussed for brands?
    The biggest hurdle small businesses face beyond brands is the scalability issue. There is not an integrative format that will allow one native ad to be scaled across all platforms at the same time. In other words, a small business would have to make several ads, independent of each other for it to optimize across all of the social media platforms. This is a giant hurdle and will delay the growth of native ads at this present moment.

  12. Native ads will be successful for two major reasons, one because customers want to be engaged and also because native ads fit into content the consumer is already interested in. Banner ads are rather annoying and customers have become adapt to simply ignoring them. The key to native advertising is the ability to advertise without the consumer being aware that they are looking at an advertisement. The internet has become very intrusive as consumers’ internet activities are tracked and constant pop-ups sometimes make browsing a less than delightful experience. I think this could be very beneficial to small business, I work for a small business and we are always looking for ways to stand out and use different unique tools to market our store to stay ahead with big department stores. Small businesses tend to be slow to adapt and in some cases unwilling to do so. However, a smart small business will recognize that such as a change is necessary as consumers want to be engaged. Simply placing a banner ad on a website simply because the website has a lot of traffic is not the answer in an attempt to drive sales. The ability to fit in with content their target audiences enjoy and seek when browsing will be essential for success. Small businesses will face challenges in regards to costs but in the long run it be good for business.

  13. As reiterated throughout the entire blog post, I too believe native ads are the next big thing. There is proof that the concept works and benefits not only the brand, but the publisher and the consumer as well. The idea of consumer engagement is something that repeatedly comes up today and is seen as a major key to generating more profit. With technology changing at such a rapid pace, it is important for brands to be able to keep up with consumers and interact with them through the digital advertisement, mobile applications, etc. I personally feel the forecast are a tad understated. Eventually I feel that almost every key brand will have to get on board with native advertising or get left behind, this includes publishers as well. As a consumer, I can admit native ads have brought me brand awareness. However, there are some ads I have seen as well that stand out too much and the content comes across as blatant advertising. Just like the blog mentioned, brands need to find “the sweet spot,” to avoid this mishap. Although I do see why small businesses might be apprehensive to utilizing native ads, at the same time there are ways to generate more revenue from this marketing tool than losing it. Town and city local magazine and newspaper sites would be a great place for native ads for small businesses. The challenge I predict for small businesses when facing whether or not to use native ads is the ones who can’t accept the change will in the end as a result lose business and revenue.

  14. Definitely more work for marketers, and the apogee for content marketers Native Advertising is the most current way to get users attention with a load of reliance.
    Native advertisements are sponsored content that seems to fit in with the content of the webpage, providing content in the context of the user’s experience, to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it.

    The readers’ feeling o belonging on Native ads where the ad is cohesive with the content is what I believe will hold its spot in the future growing ads methods online. Now a days users are fasters and more demanding, they want to go straight to the point and the information desired, they wont stop on the way to observe an ad, and if the ad is there they will probably try to jump it or simple ignore it to go to the desired information. But if the information user is looking for is not only from a reliable font, its well written but also provides with subtle reference or suggestions of specific products or services related to the content in question, that product or service display will not only be a way more effective advertising but trustworthy and will occupy an important place in users mind when it comes to that researched subject.

    Big corporations have vision and appreciation for content strategies that justifies a long-term investment to piecemeal powerful brand stories over numerous branded content placements. But for personal experience working in a boutique company, small business should not get scarred of big companies’ power and actually take this factor to their favor on creating a first contact brand awareness with new potential consumers. If a person is researching on the web about some specific topic and run across an article that seems to the point on the subject published in a recognized source / media, the person will continue reading and eventually will realize it’s a Native Advertising, but given its expert content information the person will then take in consideration the suggestions on “this new brand, product or service” offered. I believe there is future and the forecasts are positive!

  15. I think that Native Advertising is the new way of living, promoting and getting the word out. I remember the days where Social media did not existed. Instagram was” looking at a photo”, linkedIn was having all those business cards. Now what native advertising has done for us, has shaped the way we think, act and interact with others. Photo sharing platforms such as Instagram and Pinterest are increasingly leading the pack in terms of native advertising. Many studies have shown that the retention rate for visual information can reach over 65% in comparison to 10% for text-based information, making Instagram and Pinterest and most social media sites the ideal location for native ads. Since the lauch in 2010, Instagram has accumulated 150 million monthly active users posting an average of 55 million photos per day which attract about 8500 likes per second. Launching earlier the same year, Pinterest has 70 million users and 80% of these are women, hitting 2.5 billion Pinterest page views a month. This is great for businesses because statistically speaking females are the ones who shop the most. Instagram and Pinterest users can earn money for their posts, linked to brands directly by large influenced networks.

    Native advertising began to emerge on Facebook in 2012 and 2013 where brands captured photos or videos of guests and overlaid a logo or brand message and then posted to either the guest’s own Facebook page or the brand’s corporate page on Facebook. Twitter also creates native ads within the Twitter stream such that posts from brands fit into the context around the rest of the user’s Twitter updates. They use MoPub which has been very successful in generating not only click-through to websites but even so far as direct sale of gaming applications.

    In the new world of content the world where all corporate journalism, vendor content, brand publishing and custom content are everywhere.Put simply, native advertising is a sub-set of the catch all content marketing, meaning the practice of using content to build trust and engagement with would be customers.
    Native advertising can be a promoted tweet on Twitter, suggested post on Facebook , but more commonly it is about how brands now work with online publications to reach people.The difference between sponsored content and native ads is that is that in my perspective native content tends to aspire more to going viral and generally being shared more. And it seems to be working. When a publication such as BuzzFeed works with a brand like Virgin Mobile it isn’t just to create great native content that its loyal readers see it is with a view to it going viral and being seen all over the web. Display advertising could never do that. So between the choice of brand publishing that is yet to scale well enough and dated ad formats that do, native advertising, for many, is the smart play.

  16. So what is your take on native ads?
    Native ads offer a less intrusive and offensive way for marketers to reach their intended target audience, many times without the reader even understanding they are reading an ad.
    Many times the native ad and the editorial content are so aligned it makes it near impossible to distinguish between the two. As social media marketing continues to grow I believe we will see a growth in native ads and similar forms of marketing. Considering the two main objects of native ads are to stand out and to fit in, marketers must manage to gain the readers attention while also being non-disruptive, this is where I feel the biggest challenge lies for many companies embarking upon this new form of marketing.

    Are the forecasts overstated or understated? 
    Many companies see this new content-based approach as a superior way of building brand affinity and consumer engagement. While I do believe the forecast for this form of marketing hold value they may be overstated as of now due to the issues in scalability and wide spread adaption. However, in the future after more brands and companies catch on to this new wave of ads, forecasts which could be once overstated will hold true and prove lucrative for companies and brands.

    What additional challenges might small businesses face beyond that discussed for brands? 
    For small business this new wave may prove challenges and resource demanding, as native advertising has mainly benefited large brands as of yet. Additionally small brands and business will face the challenge of limited platforms and accessibility to publishers. Many small business do not have the capital resources nor the man power to drive their marketing efforts to be effective, even using traditional methods of marketing. Therefore implement native advertising may possess even more of a challenge and become overwhelming to the individual business owner. From my experiences in working at a small business for 5 years, marketing resources are severely limited and owners do not have the time, ability or capital to hire an extra body inside or outside the business to take care of marketing. Many times small business rely on word-of-mouth advertising and less costly forms of marketing to grow their business.

  17. I truly believe that native ads will continue overpowering display ads. Companies must learn how to stand out from the advertising noise. Nowadays consumers are being bombarded with display ads from different industries on every site they visit. This just causes them to be unconsciously ignored.
    With native ads, companies can attract their customers in a subtle way that they don’t feel as clients, but feel a connection with the brand, and the need to learn more about it.
    One problem that small businesses can face is that working with some publishers might be very expensive. They can use native advertising with a budget as little as 5,000 dollars per campaign. They can find sites willing to work with small brands or that have first time buyer offers.
    Another problem is that they need someone with expertise, who knows how to stand out from the noise and to connect with the reader. The good news is that some of the sites where they can publish their ads offer guides to explain the best practices to execute the native advertising campaign.

  18. Native ads have successfully managed to build a bridge between clients and companies looking to widen the crowd they attract into the top of the funnel. In addition to this, the common trend taken up by marketing companies is establishing of friendships between companies and their target markets. Native ads have come out as an efficient way for companies to reach out to their target market without being annoying as was common with the banners. These ads reach out to the users in a subtle manner that not only informs them of the existence of the company and the products it offers, but also presents the company as a potentially trustworthy and reliable friend for those times when there are problems related to their (the companies’) area of specialization. This is attributed to the fact that they appear as posts that look very similar to those created by friends, only differentiated by the ‘promoted’ and ‘suggested’ notifications for identification purposes, a rather unique quality when compared to display ads and content marketing.

    The forecasts that native ads will come close to balancing out on the expenditure dedicated to display ads in 2017 by growing to $4.6 billion as suggested by BIA/Kelsey and eMarketer are actually understated. This is because in accordance to the Online Publishers Association (OPA) report on the natural nature of premium content, companies are moving towards setting up departments and staff of more than 4 professionals solely dedicated towards managing native ads and their placement on social media and other platforms that support native advertisement strategies. This highlights the advent of a bigger market pull, hence more dedication of resources towards setting up and managing native ads.

    On the same perspective, market leaders on the utilization of native ads such as Google, Facebook, Twitter and LinkedIn are progressively polishing both the user experience and the publisher experience towards acquiring the best balance between fitting in and standing out. They approach this from various fronts:

    Increase Corporation’s value for money: They do this by increasing their precision in terms of achieving the highest possible relevance of the posts presented on their users’ timelines. This increases the probability of effectiveness of the ads based on their adequate utilization of the behavioral statistics they collect.

    Managing User Experience: The platforms on which native ads are posted have to establish a convenient environment that meets user satisfaction as well as advertiser satisfaction. This balance is what makes sure they earn from managing the site, while maintaining a user following that is admirable enough to keep them in business.
    Among the challenges, small business might face beyond those discussed if the probability that they attract a market that surpasses their productivity rate. In case this happens, and they fail to meet the demand, they have a chance of realizing one of the setbacks that comes with social media presence: users will popularize the unreliability of the company in terms of product delivery.

  19. Whether we like it or not, native ads are the new way of the world.
    There are many people who feel very uncomfortable with “pay to play” advertising because it is characterized as intrusive. Due to the fact that native advertisements are sponsored content that seems to fit in with the content of the landing page, it is crucial to fit in while standing out. There is a high percentage of companies using native ads to market their brand and increase brand awareness. As one of the PDF’s said, “content is king”. Therefore, it is important for companies to understand and utilize the appropriate marketing measures, particularly between content marketing and native ads. Content marketing is text, information, or video meant to inform the customer, to mainly educate. Actually, it is normally a neutral point of view used by many companies today, which succeeds in building the brand over time. Whereas, native advertising is material that is solely sponsored. While native ads may offer value to some customers, it is offering a product service or point of view. Its objective is to expand the reach of content marketing and help build brand awareness. However, this is a more aggressive form of marketing.
    I think that native ads are an integral part of marketing in today’s day and age. Due to the act that native ads relate to consumers, there are more chances of them being successful. These platforms are being used by mostly large corporations, and are constantly seeing the benefits. To be successful, native ads must have quality content, which allows consumers to embrace the brand. With 73% of OPA members using native ads, along with majority of large corporations, it is forecasted that native ads are the way of the world. I don’t think that this is an overstated forecast. People do not like to feel as though their privacy is being compromised, however, they like custom tailored service. Native advertisement seems to be the best of both worlds, by engaging the consumer and aids as a new source of advertising revenue for publishers.
    Small businesses have additional challenges that they face. This is a pay to play opportunity. The more you pay, the more your brand is put out there. There are monetary issues that small businesses face that set them up for failure when compared to large corporations. This also leads to a lack of technology, to always keep up with consumers changing needs.

  20. Social media continues to evolve in a way where the advertising seems to weed its way into the content, to become as unobtrusive as possible, in order to develop more trust within its readers. In essence, effecting marketing is the ability to be able to manipulate the mind.

    The manipulation of the mind becomes increasingly harder in the age we live in. People are more informed now. We shy away from in your face advertising. Its effectiveness has stayed at the top of the funnel. The logic behind Native advertising is simply the next step of customer engagement. Making advertising intriguing and not intrusive is definitely a smart way into the new millennium of information overloaded generations, and the steps they make to make decisions and guide them through the sales funnel and garner trust. Lets face it. It’s harder now to grab people’s attention. Native advertising seems to be a way to more naturally interweave its purpose, so that we chose not to ignore it. Perhaps its tapping into a part of the mind advertising has not yet tapped into; somewhat like a subconscious rationalizing mind.

    In order to explain this rationale more, lets bring in the idea of it being overstated or underrated. In truth, most things, when first pioneered, are understated and overrated. The secret to this is, is streamlining and functionality. The key here is to decide whether native advertising is a bandwagon type of approach. If the concept is something that is used correctly, it might become useful for the many small businesses always looking for the upper hand. There will be agencies, websites, consultants, that will be ready to deliver these services to those who have no time to indulge in the making of a great native advertising strategy. Native advertising is just another way to interweave the concept of effective advertising.

    Small business can benefit. However, just with everything that is new in the advertising trend, it is both risky and unknown, There are no concrete guidelines to follow yet. Embarking on the time consuming task of small business and native advertising may not be feasible and most of all, necessary. Native advertising will have its place, now and in the future. Native advertising is like a hidden agenda. If companies cant make you believe in their hidden agendas and the time it will take to implement and measure such strategies, the concept may not be well adopted by many.

    In its true current state, small business can take the bull by its horn and see how it fits. Much of social media advertising is relatively free with the right knowledge; Therefore, it does not hurt to try. Native advertising is another leap forward toward the creative side of social advertising; more will follow in its wake and be molded to supersede its successors.

  21. From a business perspective, native ads are a great tool that marketers can use to link relevant information to the consumer making them very useful in the business world. Many times I found myself clicking on the ads not noticing that their ads for another company. When ad companies do native ads correctly they can be extremely effective and increase consumer engagement. However, as a consumer I find them very annoying.

    I believe the forecast are extremely understates. As time goes on, I believe native ads will be a key tool in everyone’s marketing plan. Once companies get the hang of targeting their customers through these ads, I believe we will see a great increase in sales. Native ads can be beneficial for both the producer and consumer if done correctly. They are saving time on the consumer end by providing them with the exact product they want and produces see an increase in brand acknowledgment. However, I do believe that there is still some work to bring the connection up to speed with the consumer fast changing “needs and wants”.

    Small business will face many challenges trying to incorporate native ads. One of the major challenges they will face is tailoring the ad to the consuming. Since native ads are relatively new, small companies will find it hard to find larger companies to benchmark off of. This is create a large cost for them because they will need to research what their consumers “sweet spot” is without having something to go off of.

  22. Nowadays, in order for brands to capture the attention of consumers they have to fight harder and harder every time because the industries are getting very competitive. Therefore, I think native advertising is a great way to start developing some sort of consumer engagement. Native advertising is an online method in which the advertiser aims to augment the user’s experience by providing value through relevant content.

    Native ads definitively have many benefits. First of all, native ads are unobtrusive compare to the traditional banner ads. Also, they look the same as the other content on the site and offer something tangible to the consumer. Furthermore, native ads are part of the consumption experience, like sponsored stories on Facebook or Twitter.

    In regards to the forecast being overstated or understated I believe they are fair, not too much nor too little. However, further down the road I think they will become overstated because the usage will increase as business see the positive outcomes of these new ad techniques. As of today, many businesses are changing their platforms (Computer to mobile) and are leaning more towards the social medias to get their customers’ attention. Hence, businesses are allocating more of their resources to creating native ads to increases their product or service awareness.

    Some additional challenges that small businesses may encounter when using native ads are the following. First of all, there are no real standards or performance benchmarks for the majority of this new form of advertising. Also, native ads often require creative management to tailor content to best serve the user. Finally, if a company wants to preserve brand integrity they might need to turn down easy money gained through brand partnerships.

  23. So what is your take on native ads?
    Native ads are a smart and fancy way of advertising that allows companies to create brand affinity. Even though they can be very effective because they are appealing to readers interesting in a specific content, I believe Native Ads are not replacing other ways of advertising but complementing them. These days where mobil usage is overtaking desktop web viewing, banners are not seen as effective, especially with all the noise that consumers confront everyday with massive amounts of ads everywhere and because of its inability to adapt to the mobil usage, however, Native ads has its level of difficulty when fitting in the ad into the editorial content and standing out to attract the consumers, and finding this “sweet spot” can be a challenge for companies and editors, this is why I think this type of ad is not for everybody, it takes time, extra funding and effort. For some companies banners still can be a good option.
    Are the forecasts overstated or understated?
    I believe the forecasts are a little bit overstated because even though I agree that this new type of ad is evolving and changing the way companies create awareness, affinity and value, I also believe it is not easy for all companies to achieve this kind of marketing strategy, it is more likely that big recognized companies such as coca-cola or redbull can do it, but for the rest of the companies that doesn’t have enough funds or are simply not as recognized is just more difficult. Also as I mentioned before, Native Ads requires an extra effort, time and money to manage its complexity, and this complexity doesn’t appeal to all companies to do it.
    What additional challenges might small businesses face beyond that discussed for brands?
    As I mentioned above, when you are a small company that is not that recognized, doing this kind of advertising may be a waste of time, effort and money because people are more likely to not pay attention to a word (the name of the company) that doesn’t really know what it is. It is another story to read a content that is sponsored by Coca-Cola, which readers already know who they are.

  24. From a marketer’s perspective and a business standpoint, native ads intelligently link relevant information to a consumer if done correctly. Often times, I find myself clicking on these links because I don’t realize it’s information from another company. The titles are often catchy and alluring and makes me curious about what sort of content follows. Native ads is definitely the new form of online advertising. Companies are no longer trying to reach the masses by posting advertisements in all the wrong places but are trying to reach their specific target market by carefully considering the relevance of the information they are trying to sell to the website that a consumer is visiting. For example, a car sales database (Edmunds) will have a sponsored ad that mirrors the website’s features. It has a higher chance of a click through if the information is relevant and is through a trusted, reliable source.

    I believe that the forecasts are understated. Companies and brands are getting smarter at targeting their customers. As stated, most people are not sure yet what to think of Native Ads. If done correctly, in the sense that it is helping consumers closely match the product to their needs, native ads have potential to have higher results in the future. With big data, companies are figuring out how to target their customers through shopping patterns. One highly effective placed ad is better than mass advertising. Therefore, with the information compounding so quickly, forecasts should be much more aggressive.

    Small businesses have the challenge of lack of resources. They simply don’t have the people power to consistently produce content and research trends. Coupled with lack of experience in technology. Many larger companies are able to hire developers, and data analysts to help target the natives ads more effectively. Small businesses also may not have the right tools to create a proper native ad as well as the financial backing to sponsor their ads on a participating website. However I see small businesses being successful in user generated communities where they can have a more personal touch with their consumers. Small businesses would definitely need the brightest and most critical thinking players to come up with great content and understanding the minds of consumers in order to display effective native ads.

  25. From a user standpoint, I find Native Ads to be a nuisance. From a business standpoint, Native Ads are smart. They are a great idea because they blend in nicely and match the surrounding content. As a user, I find them a nuisance because I do not like ads on my Twitter or Facebook feed disguised as something else. From the business perspective, I want my consumers to see the ads on their Twitter feeds and find interest that leads to my business.

    I believe that the forecasts are fair. The usage will continue to increase as businesses see the payoff. Many businesses are shifting focus to social media and allocating larger budgets for this medium, and the Native Ads give even more reason to use social media to engage the consumers.

    Small businesses will see challenges in implementing Native Ads as they will need the brand awareness. As the article points out they will need to find that sweet spot, and they will need to ensure that they can take on such a project. They will need a marketing plan to ensure that implementing such advertising is smart for their business.

  26. So what is your take on native ads? Are the forecasts overstated or understated? What additional challenges might small businesses face beyond that discussed for brands?

    Native ads, as the term implies, are less intrusive than traditional banner ads. They also have the advantage of minimizing banner ad blindness, so long as their placement is strategically aligned with the content hosting the native ad.
    Due to the high level of ad placement on social media sites, blogs, e-news websites, and the migration of web surfing onto mobile devices, arriving at the conclusion that native ads will continue to gain ground on display ads is a process of intuition. Furthermore, data displays that audiences are more likely to share native ads because they’re disguised in free valuable content material.
    The Final quote in this blogpost exemplifies the challenges that small business will face in trying to place native ads effectively, “The challenge with native is finding that sweet spot between fitting in and standing out.” Large corporations will undoubtedly find it easier to have their native ads viewed and shared across any number of platforms, the challenge for small businesses are both recognition and securing a reputation of being experts within their industry.
    Small businesses will have to prove their expertise prior to securing native advertising space on websites, or blogs with high traffic. A way to obtain the credibility required to “fit” into platforms that can offer small business native ads higher levels of exposure is to build a reputable blog, podcasts, or video blogs to back up their expertise and obtain green lights from hosting sites with high traffic.
    National and International brand awareness gives certain corporations a free pass into popular sites that host native advertising, but as content creation continues to expand, valuable content could do much for a small business in helping them secure native advertising spots that would be usually available only to large corporations. Efforts towards generating native advertising campaigns will fair better if small businesses develop a rich thread of valuable, sharable content prior to jumping on the native advertising boat. Sites offering native advertising space will more easily grant entry for small firms if there’s evidence of field expertise backing small businesses in the form of blogs, podcasts, or webinars.

    Santiago Garza Ceja

  27. Web advertising is still comparatively new, especially when one considers traditional advertising media, which has been around for more than 50 years. Market research on the subject of what works best in an online environment is still in progress. With so much competition, adapting to the environment in an effective way is very important. Native ads are enjoying a wider acceptance than older style online ads, like banner ads. This seems to be because native ads are more relative to the content that the user is searching for and/or viewing, and since native ads are usually very relative to the website’s subject matter, they engage the viewer more often, possibly out of curiosity, a need to share, or a need to attain more knowledge on the topic at hand. However, it should be stated, from an international perspective, native ads, while they are definitely more effective in the USA and cultures like it that crave knowledge, in others countries, ones that don’t have such a personal thirst for information or to know things or be known, I don’t see native ads as being effective in them at all. Also, I don’t think native ads will be seen on all websites that sell advertising spots, because of potential mistakable content endorsements issues and their possible associated risks.

    It is highly unlikely that the forecasts in the blog above are overstated. With such a rise in mobile platforms traditional web ads are going to be seen as even less effective, and therefore, shrink in usage. Besides that, such steady increases of native ads usage can be expected because medium to large sized businesses are always playing follow the leader. When one company starts to utilize an advertising medium and/or strategy others are always sure to follow. Case in point, look at what happened in the beginning when social media websites like Facebook began to allow advertisements on their members’ pages. Marketers went nuts with targeting potential customers, those with the right fit for their products, and placing ads on their pages.

    I believe the main challenges that small businesses face are the high costs involved in paid advertising and the other resource needs to effectively market and maintain ads. There is no one size that profitably fits all in marketing and advertising. Since native advertising has the possibility of becoming expensive, small businesses may have to make native advertising a smaller part of their overall advertising campaign. Having to resort to other less costly online ad campaigns, and offline also, does make competition with other companies much more difficult.

  28. My take on native ads is that it is a smoother approach to advertising making it user friendly and acceptable to the intended target market. I feel that it will be accepted by consumers due to it being related to publisher content rather than the previous banner ads that rarely had anything to do with the content being read by the consumer. Native ads will continue to grow because consumers tend to block out the typical ads that stand out but will embrace ads that are related and as mobile data increases and desktops are being used less and less native ads will fit better in the intended space.

    I feel that the forecasting for native ads might be a bit overstated due to the challenges that are faced and the difficulty for small business to jump on the wagon like the bigger brands have done. Once all challenges have been resolved then native ads forecast will most likely fall in line or surpass the forecast. Native ads should take over traditional advertising in the future as it is more user friendly and more easily work between both desktop and mobile platforms of communication.

    Some additional challenges small business might face with native ads other than that which was discussed in the article is content awareness. For native ads to be effective the consumer must be aware of the product. Due to the limited space that native ads provide small businesses won’t have the space to inform consumers of the product making the native add loose its effectiveness. It is more challenging for a small business to find that “sweet spot” as Patrick Albano of yahoo stated either due to insufficient advertising funds, man power and time.

  29. The use of native ads is a smart move by many businesses. Today consumers are inundated with an abundance of intrusive advertising whether it be pop-up banner ads, interstitials, mobile ads, and even traditional television commercials. Today’s audience is accustomed to fast forwarding with the use of a DVR, and it’s common for consumers to quickly “x” out of an ad as soon as it appears without even reading about the promotion. By incorporating native ads into relevant content, consumers are more likely to interact with the ad and there’s also the potential for the consumer to relate more with the promotion due to the fact that it pertains to the content they are already interacting with.

    I believe the given forecasts are accurate. As consumers are becoming more and more engaged with social media and seeking content rich material, native ads will absolutely become more appropriate methods of advertising and should prove to be effective in more adequately reaching their intended target. Interacting with native ads which are relevant to the material being explored should provide more conversions than traditional banner ads.

    The main, and probably largest challenge that small businesses may face with native advertising is staying competitive with larger brands. Larger brands will have more credibility and a greater ability to secure placements. Brand awareness will be low as small businesses attempt to compete with the larger brands until the landscape of native advertising is more welcoming and attractive to smaller businesses.

  30. I am still not completely clear about what native advertising is. From what I can tell, it is all about converting from display ads that attempt to increase top of mind awareness, to offering real content that mirror images the publication where it is published as a form of advertisement that increases frame of mind and friend of mine awareness, as users choose to view the content. Nevertheless, I am unsure if the links to articles that are strategically placed in blog sites (or the like) qualify as native ads. I assume not; but still unsure. My take on my very basic understanding of native ads is somewhat pessimistic as it is a hidden attempt by a marketer to advertise their brand. Sure, the user has to choose to view the content, but at the same time, I like the idea of being aware of what someone’s intent is. As well, I wonder how effective it truly is.

    When considering the forecasts, it’s hard to say whether they are under or overstated. I think the growth rate depends on overall effectiveness in converting impressions into cash flow for the organization. Much like the banner display ads, I think this is definitely a viable marketing avenue that will gain attention (in a sort of fad fashion), but I think – without knowing the revenues from last year – that the forecasts are fairly stated. Consistent growth should be expected as the concept is still new and developing, but the question is, how soon will it reach its climax?

    The obvious challenge for a small business is that their initial goal is to obtain top of mind awareness of their business in order to generate revenues and ultimately covert ‘tryers’ into loyal customers. Native advertising, from what I gather, is more appropriate for a business that is attempting to obtain more interaction between them and current and potential customers by infiltrating publications with content concerning their brand. This requires not only a financial investment as noted, but it also requires a commitment to quality and excellence in order to differentiate their brand from competitors. I think the storytelling method, like the old Apple commercials comparing a Mac to a PC or the even bolder Chipotle Scarecrow commercials are effective at getting a message across and at getting consumer attention on the product being offered. Thus, in order to be successful with native advertising, small businesses must identify what is special about them, tell a story, or provide substantial content that sets them apart and that grabs consumers’ attention. That’s a challenge for any business! Ultimately ,the goal is to STAND-OUT!

    At the end of the day, any business, large or small, must demonstrate content that adds value to consumers lives and don’t serve as disruptions to their social media experience.

  31. Native ads will help the small business position themselves and establish their competitive advantage quicker by identifying their “sweet spot”. In an age where information is obtained faster, it is important to have strong content, yet seamless to the reader. Native ads is considered pay to play in a larger arena and allows awareness and non-disruptive to the reader. However, as a business owner marketing through this forum, it would be concerning if they would be limited to a few or selected social media sights and is it only searchable by key words. Nonetheless, I believe Native ads will take over traditional ads because of its mobility.
    Companies invest a big budget into advertising annually, so it would make sense to say that the projected forecast of $6M in 5 years is neither overstated nor understated and as it states in the article, native ads have a rapid acceptance in the advertising world.
    A small business flourishes within 5 years with proper management and competitive advantage or they close within those five years. In order for a small business to engage in this arena, they require capital and cash flow not only for the expense of the ads. They would face the challenge of hiring someone full/part-time to write and build credible content for these ads so they can stand-out or at the very least blog for hours during the day. An additional expense they have not projected for in their budgets even if they are targeting a specific market. Additionally, we mentioned that in order to build trust we must be benevolent (give information/education to gain trust) this pose a challenge for them within the first few years of business. On the flip side, if they can remove any barriers (financial or mindset) native ads will benefit them in the long run.

  32. With the increase in effectiveness of content marketing, native ads are a natural progression of advertising. Native ads are bridging the gap between pure content and pure advertisements of products and services. Today’s consumer has built a certain amount of immunity to the constant barrage of banner ads that they encounter on a daily basis. Native ads are able to break through this immunity in a similar way that product placement in television and movies does. Marketers need to be careful how they use native marketing for it to remain effective. As this post states, the product being marketed needs to fit in with the context of specific publication. If it doesn’t fit the context then it can become a liability to the two parties involved by standing out too much. On the other hand, when it does fit the context, it needs to stand out enough for the reader to want to buy that product. Native marketing creates a fine line for the publication. Poor implementation can cause damage to the consumers trust in that publication.

    I agree with Joe McCambley, co-founder, creative director, The Wonderfactory, when he said “Demand for native content will outstrip the supply of creative talent. As a result, most native experiences will be unremarkable. Consumers will begin the inevitable process of learning to avoid native content the same way they’ve learned to avoid banners, email ads, radio and TV ads, and direct mail.” Moses, L. (2103, December 22). How Native Advertising Will Change in 2014. Retrieved from http://www.adweek.com. Creative talent will make the difference in native marketing and the lack of creative talent will eventually cause consumer immunity to it.

    I think that the forecasts of 23% per year are actually understated. I believe that native advertising will see huge growth in the next few years. When publications are able to give their consumers context of a topic by referencing a brand, the consumers will increase their interaction and sharing of the topic. This will drive the use of this method up until consumers become immune to this tactic. Immunity will only start to occur with the publications and brands that consistently miss the sweet spot of fitting in and standing out. For the brands that consistently hit that sweet spot, their engagement with the customer will continue to increase.

    Small business will face many issues trying to implement native marketing especially if they try to emulate their corporate counterparts. The main issue that I believe small business will face is the access to creative talent. Without the creative talent to spread their native marketing across multiple platforms, small business will stay behind the curve of the trends of current implementation. I believe that small business can overcome this disadvantage by using native marketing in slightly different ways than the current corporations are. An example would be to implement their native with local niche bloggers that have creditability in the industry or community that the small business operates in.

  33. Native ads that are integrated into our social media content can absolutely be considered a huge win for the brand. This type of marketing definitely works, there is no way to avoid the messaging within your news feed. Unlike the banner bar advertising it is visually more appealing and as discussed it “fits in and stands out”. There is no real downside for the brand. It was just a matter of time before brand messaging started to pop up in our social media.
    At first, the advertising was annoying but now it has become commonplace and as long as the ad is applicable to me I have not found it to be intrusive. However, if the content messaging is expected to grow through 2017, it would seem that the ads would become more of a nuisance.
    As always, small businesses will have to work harder than ever to get their advertising seen. It may be wise to cut advertising efforts elsewhere and for them to focus on a social media strategy to hit their local target market. I know I have seen a few advertisements for local farmers markets and I think its great because I’m interested in the subject.

  34. So what is your take on native ads? Are the forecasts overstated or understated? What additional challenges might small businesses face beyond that discussed for brands?

    My take on native ads is that they are revolutionary and creative. In my opinion there had to have been another way to advertise using the web instead of the traditional banner ads. Banner ads are distracting and annoying, and most of the time, they do not pertain to the information you are reading about. The concept of native ads is intriguing because the purpose is to fit strategically within content in a non distracting, annoying way to blend in with content, to not make you click away. It is great for a new wave of advertisement. Now that I have read the blog and research native ad techniques and can notice them a bit more on social media sites, they are a lot better. The article suggested that 50% of banner ads are clicked on accident. This statistic was so alarming that many technology companies are finding ways to implement native ads in the most sophisticated, cutting edge way.

    The forecasts for native ads are on point neither over or understated. I believe there will be a rise to using native ads. More and more companies will become open to using this form of advertising, because the traditional way of using banner ads are becoming a drag. Many social media gurus predict that native ads will take over the market, especially through high usage from the bigger companies. Smaller to midsize businesses may be a lot more hesitant to jump on the band wagon because of the costs. But just like everything, once something is working, maybe the cost of implementation may drop because of the high competition. The forecasts may be stated correctly as well because the ads could be borderline deceptive, as a normal user may not think anything of the embedded ad; It may be that well hidden. I am sure there may be more talk in the future about legality of these ads, deception versus reality. The point is, there will be very high usage.

    The additional challenges small businesses may face beyond that discussed by brands may be more difficulty to compete online. Small businesses are already outnumbered by big corporations as it relates to web. Big chains have taken over the market, it’s hard for a small business’s voice to be heard. Small companies will now need to allocate more money to advertisements and marketing more than ever or face getting drowned. This is the challenge I see in the future for small companies. The costs of getting and maintaining these services are outrageous. I believe this will result in a substantial amount of loss revenue. Hopefully, this could work out n a small businesses’ favor if the service becomes more affordable.

  35. So what is your take on native ads?
    I feel that native ads can be very useful in helping businesses increase brand equity and market their products and services.
    Are the forecasts overstated or understated?
    Given the data, I feel that the forecast are fairly accurate. I also found it very interesting that the research shows engagement rates of native ad to approach those of their editorials. It was also interesting that consumers looked at sponsored content more often than banner ads.
    What additional challenges might small businesses face beyond that discussed for brands?
    Additional challenges that small businesses will face is a decrease in brand awareness due to the fact that most small businesses do not have the funds and resources to utilize native ads. This will remain a pain point for most small businesses until they can find a way to participate in the native ad field without the high overhead.

  36. In an age where social media has evolved the way people communicate native advertising has become an effective method of marketing to individuals, increasing presence and awareness of company brands. It requires the right balance of fitting into the existing content and context but standing out enough to draw attention from the rest of the advertising noise. Because so much noise exists in advertising we are becoming increasingly numb to traditional methods such as banners ads; we weed out distractions. Native advertising is a more focused and customized effort, and consumers are more inclined to divert attention to advertising that may exhibit relevance to existing content that is currently being viewed and that is portrayed in the same contextual manner.

    I believe forecasts of growth in native advertising are reasonably stated. As social media becomes more and more mainstream in communication among individuals and businesses, so will the media efforts through social media, i.e. native ads, which will continue to increase. Because some companies and consumers express ethical feelings over this format due to transparency issues and mistaking editorial content versus ad content, I feel native advertising will grow, but at a gradual pace year over year. While brand affinity lift improves with native advertising, larger companies will benefit more through native advertising being able to afford the increasing costs. Smaller companies may stick to more traditional or standardized advertising efforts unless a healthy marketing budget is allocated towards native advertising and a more personalized reach.

    Currently the challenge with native advertising is the lack of standardized platforms that allow for easy integration like traditional banner ads. The more customized efforts along with demand for placement are what drive costs for native advertising and deter small businesses. Additionally, more recognizable (larger) brands may be able to better measure results versus a small business, which also discourages adoption of native advertising. While improvements are in process to make the integration of native advertising easier for companies of all size, small companies may always struggle with success compared to larger ones due to lack of existing brand recognition and lower budgets that drive poor placement. Consumers may be more inclined to visit a native ad because they have familiarity with a particular brand. This means smaller companies will have to work even harder to ensure that their native ads (if used) are more aligned with the content to hopefully draw attention versus other ads no matter the placement within the editorial content.

  37. I think native ads are good useful, they blend in well with the users intended goal for being on that website, so it is not obnoxious or intrusive. Like, the article said, you need to find a sweet spot to make this optimal, performance wise. If it is not blended well the content of the site it will not fulfill its intended purpose, it will not be disguised as content from the site. And, if it blends too well with the content of the website the reader may not receive the intended message and the ad is useless. So, this is difficult to master, but practice makes perfect, so I feel native ads are very useful and the forecast is an accurate portrayal of the future for these ads. Small businesses will find difficulty in brand recognition, if you are creating a native ad for a popular brand it will be easy for the reader to receive the message and use the information for its intended purpose; but a new/small brand will not be as easily recognized so the native ad will be more difficult to be effective, but they need to design it sell the product to someone not familiar with the product and get them to search for the product and make a purchase; that is what I would say would be their biggest task to overcome with this type of advertising.

  38. So what is your take on native ads? Are the forecasts overstated or understated? What additional challenges might small businesses face beyond that discussed for brands?

    I believe that native ads can become more successful in helping business market their products, and build better brands. The fact that native ads are becoming to be more liked by users of many websites says a lot. The concept of placing these ads as a part of the context is very clever, because it does not get in the way of many readers or users, it doesn’t become as much of a distraction, and it does blend in with what the read or user is already viewing. Due to have some relation to what is being viewed on a particular website or publishing, consumers can use the ads they view as a way to get directly to a site or product. This is also helpful because as users of a site view information, when they run across a native ad for someone else, it would make sense to forward it or repost it on their social network profile.

    I feel like the forecasts may be right on target with how native ads will turn out. Due to the high turnout of users, and the consistency of usage, native ads should continue to move forward in the direction in which they were headed. What may hinder native ads in their growth is the lack of compatibility across different platforms, such as being viewed on mobile sites; however, as technology becomes more demanding, and many mobile devices allow for the usage of viewing full sites, native ads may still have a chance. With studies showing improvement over the years, you cannot help but to agree with a forecast as the one given by BIA/Kelsey and eMarketer. The only thing about the forecast that I believe could be wrong, is that a change in technology could make those figures understatements, which would mean a higher demand.

    Small businesses will, more than likely, continue to face an issue with getting their brands marketed through the use of native ads. Because they do not have the reputation as major companies, many small businesses may have to continue to be aggressive with building their brands through in-context data, as stated in the blog. The use of “sponsored content” has become more relevant on many sites, leading you to think it is what you are looking for. Many small businesses will do what they can to compete in the industry if they do not always want to come in last. Aside from financial reasons and technology, small businesses will have to put in a lot of effort to “fit in”, but not stand out as annoying as banners.

  39. Do you think native advertising will eventually over take display (banner) ads for small and medium sized businesses?

    I certainly think native ads will overtake banner ads for small and medium sized businesses as they have little upside compared to native ads. Native ads will be successful for two major reasons, one because customers want to be engaged and also because native ads fit into content the consumer is already interested in. Banner ads are rather annoying and customers have become adapt to simply ignoring them. Companies will shift because it is clearly not logical to invest in an advertising method that in fact generating little to no revenue. Studies have shown that many internet users do not click banner ads as a way to connect to websites. Also studies have shown that more than half of users who clicked on banner ads on a mobile device did so by accident. The key to native advertising is the ability to advertise without the consumer being aware that they are looking at an advertisement. The internet has become very intrusive as consumers’ internet activities are tracked and constant pop-ups sometimes make browsing a less than delightful experience. Though growth appears modest for native ads in the next few years, I think that once small and medium sized businesses recognize the benefits of engaging their target audience and get used to the technical aspects they will shift more to this new form of advertising.

    What additional challenges might small businesses face beyond that discussed for brands?

    Small businesses tend to be slow to adapt and in some cases unwilling to do so. However, a smart small business will recognize that such as a change is necessary as consumers want to be engaged. Simply placing a banner ad on a website simply because the website has a lot of traffic is not the answer in an attempt to drive sales. The ability to fit in with content their target audiences enjoy and seek when browsing will be essential for success. Small businesses will face challenges in regards to costs, but should understand sometimes taking risks can generate greater sales and therefore profits. Technology will also be a challenge as small businesses will have to adapt and learn how to properly place their ads to properly fit in. Furthermore, small businesses will have to evaluate whether or not this form of advertising can sustain for the long-term.

  40. As technology advances, so does the marketing world. Good marketers study what people like and customize the advertisements to fit consumer’s needs. Native ads are controversial for several reasons. On the positive side, native advertising is designed to be the consumer’s content of interest. For example, Superbowl ads are almost a part of the game itself because the viewers are expecting to see the new commercials each year. On the downside, native advertising can become annoying or too much when a consumer is browsing online, watching their favorite TV show, or even socializing on their social media site.

    Native ads are more beneficial for larger businesses with well known brands that already have sufficient customer loyalty and brand awareness. I believe this type of marketing is least expensive so smaller businesses tend to want to use it, however I don’t think it is the best option for a startup company. Yes, I do believe banner advertising will become obsolete because technology is creating new ways for companies to save money on advertising. As of now, social media networking sites have been a major success for marketers because they are very popular, however the challenges will rise when this fad is over. I hate browsing the internet and there are so many ads that I cannot get to what I really want. Sometimes ads pop up and take you away from the site you are on which can be even more annoying. A major challenge is determining how much is too much, and when is enough enough?

  41. I do not think native ads will eventually take over the banner display ads. In the first week of class we discussed how older ways of advertising are making their way back into the market. With today’s growing technology, there will always be a new way to advertise your business. After native ads, it will be something else that is even better and more effective. I think the whole concept behind native ads is a great idea. Companies can easily incorporate their brand into something that is already of interest to that viewer. I personally think I would choose to check out a banner display as opposed to a native ad because I don’t trust the imbedded content that is made to be subliminal to our minds. The study mentioned in the blog by Interpublic Group’s IPG Media Lab and Sharethrough had some very interesting statistics.

    “The same study showed native ads generated 9% higher brand affinity lift and 18% higher purchase intent response than banners. Finally, the study found that 32% of respondents said the native ad “is an ad I would share with a friend of family member” versus just 19% for display ads.”

    One of the challenges a small business might face when choosing to use Native Ads is, being overpowered by larger companies. Small mom and pop businesses may be pushed aside by the larger companies who have a well-known brand or service. How will they be able to compete to get the placement they need over the larger companies.

  42. What is your take on Native Ads?
    After reading the blog post and a few PDF’s on the subject, I have to admit that I did not even know about the Native ads before, and actually never really noticed them. I have gone to a few website: Buzzfeed, Sharethrough, etc. And actually realized what these ads are and how website disguised them within their common pages. I believe it is excellent, it is not considered as noise for the consumer, they hardly even realize that marketers are advertising to them because the ad becomes a part of the page. In my opinion natives ads have a great future ahead of them; the forecast actually shows a uprising pattern that proves that Native Ads works and will become more and more important. I believe what makes Natives Ads so attractive nowadays is that it allows companies to advertise without bothering the consumers. I strongly believe that it will grow in the future as it is a new source of income for the publishers’ websites, while in the same time a new and apparently better way to advertise for companies. Marketers are always trying to better reach their audience, this might be one of the best ways to do it, as the ad is not assimilated as noise, and still target the desired audience.

    Are the Forecast over or understated?
    I believe that the forecast are more or less correct. It is very difficult to predict how advertising will go and how will customers respond to it. I believe according to the trend and to the data obtained and seen previously that they will definitely be an increase in Native Advertising, and if I had to choose, I would say the data is underestimated. Indeed, as we look at the graph, it states that all ads will increase, but according to some other data, Native Ads are becoming more effective, hence they should increase even more than the regular banner advertising. Indeed, according to the data: consumers looked at sponsored content 52% more often than banner ads. Native ads create 18% higher purchase intent than banner ads, and a 9% higher brand affinity. I therefor believe that the increase in Native ads in the future should be in percentage more important than the increase in regular banner ads.
    More and more publishers will offer this as an advertising option on their website, it is indeed for them a new sources of revenue, and as brands always try to advertise in the best way possible, they will off course catch the opportunity to do so.

    What will be the small businesses challenges?
    After reading the blog and over information’s about Native Ads, it is safe to say that small businesses will face several challenges when dealing with Native ads. The first one would be in my opinion financial challenge. Indeed, we know that Native ads are time consuming, and are difficult to place, it has to blend within the website and it is not easy to create, therefor it costs more money than a standard banner ad. Indeed, to create these ads and for publisher to place them into their content is expensive, and time consuming, and small businesses might not have the time nor the financial resources to implement such advertising.
    Also another challenge that small businesses might encounter in my opinion would be recognition. Indeed, whenever somebody sees: Pepsi, Coca-Cola, Mac Donald’s, etc. they recognize it and automatically know what it is, and this visual recognition and knowledge about the brand might trigger more attention to the customer than an unknown brand. Indeed, if new fast food company places a Native ad they might not be recognized nor acquire new customers due to this very phenomenon. When on the other hand, well-known companies will be automatically recognized and might make a sale.
    I believe that the two main challenges for small business will be to have enough time and money to spend and invest on Native Ads, and also to find a way to be recognized when advertising, as the ad is disguised within the website, it might not be that easy for a potential customer to spot it or understand what it is if they do not know the brand already. Indeed, the blog clearly explains that the main goal of the Native Ads is to stand out for the readers’ awareness while fitting in with non-disruptive content.

  43. Do you think native advertising will eventually over take display (banner) ads for small and medium sized businesses?

    Yes, I think that native advertising will eventually take over banner ads. I think this because native advertising is less intrusive and therefore less of a nuisance to the consumer. Also, some may not even be aware it is an ad and click on it based on sheer interest. This will lead to a wider marketing circle and therefore a greater chance of selling their product.

    What additional challenges might small businesses face beyond that discussed for brands?

    Additional challenges faced by small business include: financial insecurity, keeping up with advanced technology, staying unique, selling their product to specialized consumers and many more.

  44. Do you think native advertising will eventually over take display (banner) ads for small and medium sized businesses?

    The forecasts for native advertising growth seem quite conservative to me. It would be difficult to make an educated determination about the projected growth of native advertisements without seeing all the data that the forecasts are based on. However, some of the data mentioned here suggests that native advertising may be a more effective marketing approach than traditional banner advertisements.

    The fact that, “consumers looked at sponsored content 52% more often than banner ads” really jumps out in terms of its effectiveness. Although native advertising has a lesser degree of success generating , higher brand affinity (9%) and higher purchase intent response than banners (18%), over time these seem to be a good sign. The fact that 32% of respondents said, “the native ad ‘is an ad I would share with a friend of family member’ versus just 19% for display ads” shows that native ads are more effective at delivering more personalized, relatable, and relevant advertisements to potential consumers.

    What additional challenges might small businesses face beyond that discussed for brands?

    There may be financial challenges associated with potentially higher costs for advertising. Its up to each small business to determine whether native advertising brings enough return on investment in order to pursue a long-term budgets and strategies that enable the potential benefits of native advertising. It may a more beneficial approach for some types of small businesses than others.

  45. I think native advertising is the way of the future for several reasons. Most importantly, I truly believe we’re reaching a point where advertisements are so embedded in our daily lives that we’re becoming increasingly numb to out of place ads and just brushing them off as outside noise. Native ads approach consumers more intelligently, they advertise more subtly in the way that causes us to pay attention. I don’t believe small business will be able to implement them as well as companies with million doller marketing departments do because its a very specific and consuming process. It also targets consumers very selectively and small businesses usually use a much broader approach.

  46. I believe native advertising will eventually take over banner ads for businesses because native ads are more relatable to the user. They are usually ads related so what the user is looking for. Say the user is searching an artist’s song on youtube, there may be a native ad on the webpage that links you to where to buy that artist’s album. A person is more inclined to click that, than a regular banner ad. Native ads also give a natural look to the site that makes people feel like the ad is part of the site experience rather than a banner ad, which feels like spam. The challenges I foresee with the native ads is that the ads would be costly for small businesses. Small businesses don’t have a big budget for advertising because it can be a financial risk, if the advertisement don’t increase customers/sales. Native ads also have to be structured a sort of way to disguise that fact that its an ad and instead a natural part of the website experience. More time and work is needed to fulfill this role of the native ads, which may be a challenge for small businesses.

  47. I do believe that native advertising will eventually over take banner ads for small and medium sized businesses because of how popular they already are and businesses will want whatever will attract the crowd. In my eyes native advertising is a less invasive advertisement, and it doesn’t make it seem like they are trying to sell you something but they are at least getting the name out there.
    Small businesses might face several challenges such as being able to keep up with the technology of native ads, well known websites that are most viewed won’t promote them, Expense rate will go up on advertisement. All these scenarios might cause small business not to be able to get their ads seen, or catch the viewers attention.

  48. It is my opinion that native advertising will eventually over take display ads for small and medium sized businesses. There are many signs that in the context of social media, that this form of advertisement integrated into a user’s feed are hard to discern from the users content. For a small business this placement has received higher odds that the buying public will see this form of ad.

    According to Cision.com this form of advertising is the future and priced far more competitively considering a higher click rate to pass through to the intended content than that of the banner ad. The banner ads have found themselves more of a distraction for the consumer and has hurt in many cases some of the sites due to these annoying banners.

    The additional challenges a small businesses might face over the larger brands are the returns on the investment. Many sites attract a global audience which are not beneficial to some small businesses. For others the content has to be well thought out and placed which could affect the quality of the native ad if an inadequate investment is made.

  49. I think native advertising will take over for traditional web and banner ads. The key to this kind of marketing is blending in so that the consumer doesn’t realize or is not quickly able to discipher between content and Ad.

    Small businesses will be plagued by challenges as they adapt to the newer technology of native advertising. They traditionally want to see immediate results to determine if their strategy is effective or not, but native advertising will not lend to immediate results. Additionally, with traditional banner type ads, a small business is able to scatter their message wider, as the goal is not necessarily an attempt to align the editorial page content with the ad content. Although their reach may seem smaller, hopefully, a more targeted ad will yield better results over time for small businesses.

  50. 1. Do you think native advertising will eventually over take display (banner) ads for small and medium sized businesses? Yes, I do believe that over the next few years, banner advertising will become obsolete. It is becoming a smarter way for these companies to invest their money in advertising. I’ve noticed on my Facebook and Twitter based off the various content I like I see “Promoted by” or “Suggested by” and I can’t say that after seeing that I go and look at their pages. With more and more people using these platforms and less and less people paying attention to the banner ads, this is a genius way to intertwine the two.

    2. What additional challenges might small businesses face beyond that discussed for brands? Many challenges could arise when a small business is looking for a chance to advertise is the lack of experience as well as the funds that they might be able to use for the advertising. One example I can use is, let’s say you have 2 companies. Company A (Capital One) and Company B (Frank’s Auto Repair). Capital One, is going to have the advantage to advertise on Twitter, Facebook, Yahoo etc. Based upon their financial assets as well as their experience.

  51. I think since consumers are constantly trying to find new ways of advertising, native advertising will eventually over take display ads for small and medium sized businesses. Native ads are “new” and “in” and I believe they are part of the future of advertising. A challenge that small businesses may face is a financial one; it may be tough for small businesses to pay for this new type of advertising as all of the businesses with the big money will be able to command a larger market share in the ad space.

  52. 1.Native Advertising will eventually overtake banner ads for small businesses. Small businesses do not have the advertising budgets of large corporations who can afford to saturate the market with banner ads and tv commercials in order to create their brands. Small businesses most likely only have a few product lines or sell to the local market; therefore, if they can integrate their product or service in a native ad (for example within an online newspaper editorial) they are targeting a specialized audience who will come across the product being sold within an article.
    Small businesses can choose the kind of native advertising based on the goals of the specific ad campaign. With small advertising budgets they can test the waters with a native ad rather than an annoying banner ad. As mentioned in the article above by Dr. Jim Barry, consumers look at sponsored content 52% more often than banner ads. This is because they don’t appear as ads and the sponsored content is relevant to the reader. More important the IPG Media Lab study found that 32% were more likely to pass the article on to friends and family members. By focusing on being creative and developing smart native ads small businesses can generate more meaningful viewership than by blindly throwing money at banner ads or expensive print advertising. Therefore, small businesses can make the most efficient use of small advertising budgets.
    2. Small businesses will have difficulty placing native ads with large news publishers. Large companies have close relationships with news publishers and other large media outlets. Therefore, if a small company is selling a product closely similar to national brand it is unlikely they will be associated with the news article, the online article will reference the large company because of the growing demand for premium placement of native ads.
    Since small businesses do not have the “brand” recognition they must be more creative in their editorial content. If a small business does not have the time, inclination or means to compose relevant native ads (for example with a local news article) it is unlikely native advertising will be effective.

  53. I was first impressed by the word native ads. I thought that it is means where the ads took place. I think it is normal the fact that we are leaving in a new world and technology advances thing sky high. We are seeing thing that we did not expected to see. A native ad is neither understated nor overstated. In detail evaluation of native ad highlights many reasons why brain publishes network social media. As business grow, they may have new challenge in native ad due to new technology. It could happen even overnight. We may expect a growing adoption of data that promote ad to native ad.

  54. Native advertising is used to target the right audience for their selling products through popular social media like Facebook, Twitter, Pinterest, etc. It certainly grabs more attention then your usual traditional banner flashing advertisements that give off an obnoxious vibe. Although, does it do a good job of providing the right content? I believe that native advertisements can be successful and will overtake the traditional banner ads if businesses figure out the right way to grab attention from their audience without being too obvious that they are selling. Because social media is approached by almost the entire current generation, it is smart to advertise through sites like these.
    Additionally, some challenges that small businesses can experience would be understand how to use the right content.

  55. I don’t think native advertising will eventually over take display (banner) ads for small and medium sized businesses. It is my personal opinion that this technique will be perceived as annoying to enough people that it will eventually stop growing and become identified by some as sneaky. I like seeing an ad that I can easily choose to ignore or look at. Cluttering my reading with cleverly inserted ads will turn me off to the product entirely. I am not a fan of fine print or having to read between the lines on an advertisement. The last thing I hope to see are more and more ads making suggestions or insinuations and taking us off subject, or worse- even driving the media content in an entirely different direction. The shift should be taken off camouflaging the advertisement and redirected at making the products better and easier to identify.

  56. 1. Do you think native advertising will eventually over take display (banner) ads for small and medium sized businesses?
    I think native advertising will eventually take over display ads due to the better quality it provides. When people view ads on other social media sites, they become frustrated due to all the clutter and are not able to read the advertisements listed. With native advertising, they are smaller and not as cluttered which helps sell the product being listed and makes it more presentable to the potential consumer. With these advantages, it makes the native advertising more appealing to the people.
    2. What additional challenges might small businesses face beyond that discussed for brands?
    Brands are becoming out of date due to the use of native ads. Native ads involve more creativity and while they are not as large as banner ads, they help in using a clear image and don’t involve clutter unlike banner ads. The only solution in order to save banner ads would be to use them in conjunction with native ads that imply using the same products which will help to use both methods.

  57. Consumers have mixed opinions on this form of advertising. While some are annoyed by what they feel is “subliminal messaging” or an “intrusive form of advertising”, others feel it’s a nice change to pace to not see an advertisement blatantly flashing in their face. I feel that this advertisement will in fact continue to grow in popularity mainly because it’s a more “natural” way to market. Being a marketer doesn’t mean selling a product or service, it means finding a problem consumers have that their product or service can solve. The issue with this kind of marketing is that consumers may begin to identify this type of marketing as a negative thing. This is because as a marketer you will use relevant topics to introduce content of your own that will blend in and will essentially “bait” or “trick” consumers into either clicking on advertisements. I feel that as long as marketers focus on fulfilling the needs of the consumers and don’t begin marketing within irrelevant content.

  58. I believe that native advertising will continually overcome banner and display ads due to there popularity now and how the consumer will want a change in the way we interact with ads. These displays differentiate itself from the competition and are more acceptable to the reader or consumer. Overtime these native ads will be more accepting and will continue to show in the market. A higher acceptance rate for native ads will decrease the use of banners ads. Unfortunately, these ads are complex, costly, and are more suited to large companies. This could potentially hurt small businesses and put them at risk for a difficult time when marketing, because their purpose is to sell to the consumers.

  59. By presenting ads that resemble editorial content, a companies and advertisers could come off as risks deceptively implying that its information comes from a non-biased source. Even on News sites, advertisers and news platforms are getting together and coming up with ideas in the art of deception so that content is really not news but marketing. It’s vital that native ads be clearly labeled to avoid any readers from leaving, even if they’re following the site’s format.

  60. I believe native ads to be highly affective tools to marketing for consumers to engage as well as agencies to feature exclusive and interactual content. That is to be said if the ad hits the sweet spot and displays new content that appear well, interacts with consumers and features the products message effectively. If anything the hype around native ads is understated. Banner and side ads are becoming dated and consumer want a fresh look that they can engage in. For years to come especially with technology updating day after day, native ads will grow with creativity. As for small businesses keeping with the newest and most up to date ads can be pricey. It may be a large investment to get a small business to feature themselves on native ads. As they are featured into the design of the sites, website may not take a shot with a lesser known small business and opt to go with a bigger business that is better known. It is tough for the unknown smaller business to compete and make a big invest or get out bidded by bigger businesses.

  61. In my opinion, native advertising is crucial for marketers. I agree with Patrick Albano of Yahoo! in the fact that the challenge is finding the sweet spot between fitting in and standing out. Sometimes, marketers can do too much, therefore not fitting in and making their information irrelevant. One of the main focuses with native advertising is relating to the consumer and audience. Relating and sending a relevant message to the relevant audience is what is going to really sell the product even more than a generalized advertisement will.

    Social and mobile platforms are mostly using native advertising. For example, I listen to Pandora quite often on my iPhone and after so many songs an advertisement pops up. This advertisement usually has something to do with a local business from my hometown in Ohio. Pandora marketers are using my information and interests to feed ads to me.

    I believe the forecasts for native advertising are accurate but may even be a little bit understated. I believe native advertising will continue to be a growing trend and will funnel business advertise into huge successes. There is a reason for “all the hype” and native advertising will continue to grow and evolve.

    Outside of being slow to embrace the true essence of native advertising, small businesses could have issues funding the research and implementation for native advertising. It will also be challenging for small businesses to be courted by publishers and agencies willing to train them, as stated in the blog.

  62. Native ads should be getting popular as it does not do what readers complain about regular ads: they disrupt you from your reading and are often invasive as they do not fit with the page. I view native ads as a trick from marketers to make the reader feel like he is not being sold something directly. Such direct marketing techniques tend to interrupt the reader. I noticed in Facebook that the links suggestions that are made to me are relevant to my searches and areas of interest. However this might start to feel a bit intrusive from a user perspective.
    I believe the forecasts are overstated, personally I am starting to be tired of the “profiling” done by social networks so they can market the proper products to which I am a potential buyer. I think this type of marketing will be widely used but will create discussion from users at some point.
    Small businesses might be challenged with according the content properly with the page, also it might be challenging for small businesses to catch viewers’ attention.

  63. I feel as though Native Advertising is a great approach to getting your name out to people who are already interested, or who could potentially be interested in your product or service. In regards to native advertising taking over display ads for small to medium businesses, I think that there is a great amount of potential there. Native advertisements are already becoming popular and they seem as though they are working, so I feel like businesses that are not already using it will begin in the near future. This kind of approach changes the landscape of marketing because it allows businesses to target their customers through, for example, Facebook advertisements. Facebook will post advertisements in regards to the kind of websites you visit to target exactly what they think you could be interested in.

  64. The forecasts seem to be right on point. As consumers change their habits and the way they view media, advertisers need to also make changes. Banner ads have been diminishing in popularity for a while now as they are ignored for the most part. I know that for the most part I don’t even look at ads placed at any banners as they are more of a distraction. Native ads are seamlessly placed within a webpage’s content and they are not meant to be a jarring attention grabber. It’s more likely that these types or ads will be clicked on because they are content driven and match the information you are looking at anyway. If you happen to be on an electronics review site then a native ad showing an electronic store is an ad that makes sense and you will be more inclined to click on it because its information you may be seeking at that time. This bodes well for the future of native ads and their use will definitely increase in the future.

    Beyond technology and monetary issues, small businesses may have challenges in getting major websites to place their ads. With native ads blending into the look and feel of the websites that they are on, consumers can get the false impression that the ads are a reflection of the site itself. With their reputations on the line, sites are less likely to show native ads from small, unknown companies.

  65. I think native ads are going to be the waive of the future for all web content. In the past, advertisers would just find the medium to post their ad which would in return give them the most opportunities to offer their products and services. Those ads were relatively expensive and the majority of consumers, wouldn’t even pay attention because the ad wouldn’t really pertain to them. But this new waive of advertising is much more smart and efficient. After a couple of your clicks on likes or dislikes, they can show you ads which will be more likely to pertain to your likes, thus the company placing the ad would most likely get the sale. As consumers continue to evolve, this is the only way to truly do advertising because it is a much smarter technique to use.

    I don’t think this technology is understated or overstated, but rather completely accurate is being used in almost every major website that we connect too.

    Additionally, I think it’s going to be hard for the small businesses to keep up with this type of technology and to conform with it. I believe that most small business owners are probably not to keen when it comes to advertising. Thus, they make poor decisions when it comes to ad placement based solely on their gut at that time. In the past, you would have someone call you to sell you ad place, but this kind’ve technology requires someone to actually analyze the product and market segment that the company is trying to reach in order to properly place ads.

  66. Due to the decline in revenue companies receive from jarring banner ads that have become more of an annoying distraction to consumers than a method of increasing sales, I think that native ads that relate to and seamlessly blend into the website’s content is a welcome change to both consumers and the platforms they are displayed on as they are more visually appealing and don’t interrupt the user’s experience. Although there had been a delay in the widespread adoption of native advertising due to the difficulty of scaling and integrating ads to fit the desires of the publisher, the “over-supply of inventory, coupled with consumers being clobbered with overwhelming ad noise, is forcing publishers to adopt some form of native advertising (Barry, 2014).” As studies have shown, consumers have responded more positively to native ads in comparison to banner ads in regards to the rate in which users view the sponsored content, having a higher brand affinity and intent to purchase, as well as an increased desire to share the ad with others. Therefore, the forecasts for the growth rate in revenue that native ads will gain by 2017 seems fairly accurate. However, the biggest challenge that small businesses might face in the adoption of native ads involves the type of return they would receive for the amount of money they invest in a native ad. As native ads can be costly, many small business would have to either invest in obtaining a native ad that isn’t high in quality, which could be a turnoff for consumers, or take a financial risk and spend a lot of money without the having a reputation similar to that of large and well known companies to back them up, which could possibly result in a small return in comparison to the amount they spent.

  67. “Native ads” are definitely something new to my knowledge, that you helped explain it, to where I can understand the concept. From what I have learned so far, native advertising is a form of paid media where the ad capability trails the natural form and function of the consumer experience in which it is placed. In short, native ads must act constantly with the native user experience, and function just as natural content. They must look and feel like natural content. Examples of this include Facebook, Twitter and Google. I typically do a lot my shopping online on websites such as Amazon, Puma, and Target that I visit on a daily basis. When I am not using these websites, I am usually using Facebook. I look to the side of my browser and I see various items that I recently visited. Until now, I never knew how they got my search history but it is just Native Advertising.

    As for the forecasts in your blog post, I think they are neither understated nor overstated. The chart showed the slow but rapid increase of the amount companies will spend on native advertising. As more and more business see the way people react to native ads, the more companies are willing to spend so that they will see an increase in the profits.

    As a final point, the biggest challenge that small businesses face outside of what you discussed is funding. These large businesses have enough funding to hire a reputable advertising agency that can create native ads that is appealing to the consumer. On the other hand, a small business usually does not have a large advertising budget, and typically just go with a traditional ad.

    This was a great blog post on native ads Dr. Jim Barry!

  68. I really enjoy this new way of advertising. It faces some challenges since they are new and people are not used to them or don’t know why they are appearing. I have seen more and more of these ads lately. When I log onto my Yahoo! e-mail account I see ads on the right side of my screen promoting the online stores I usually visit. I didn’t know why these stores were appearing on my screen but then I learned more about these ads and I believe it is a smart way of targeting the correct people. I do believe the forecasts are accurate and they will continue to increase in the amount of businesses applying this new way of advertising. Some of the challenges that small business might face is that they are not as popular and people will not really pay attention to the ads or the ads might not really appear as often.

  69. The forecast on Native Ads seems to be correct and not overrated at all. Advertisement is something that people either seem to like or hate, but native ads are changing the game a little. It has a much better feel to the new advertisement industry and blends in much better with mobile devices and even desktops. Social media apps such as Facebook and instagram are adopting these methods and big companies are using the native ads to their advantage. This is the perfect way for a company to target an audience and do it with a suave and smooth transition as well as standing out at the same time. The problem with native ads and small businesses is the costs. Native ads can also be a risk for a small company due to its long process; if it does not work out for the company it could lead them to bankruptcy. One advantage that bog companies have over small ones is the “popularity” all these big brand names catch the views eye and that is what helps company succeed with the advertisement. Native Ads will definitely progress and become more and more popular in the future, but companies need to know how and when to use them. The big advantage about them is that people will not get tired of them. They are not like banner ads where no matter what site it is on they all look the same and disturb the viewer. The native ads blend in into whatever site they are on in order to make the viewers experience much better thus giving a more natural feel.

  70. Every company is searching for ways to connect with their consumer, and as of late the Native Advertisement method is becoming more of a necessity. It represents a brand personality, and reaches consumers on a level that stands out from the millions of messages they are bombarded with daily. They have an editorial feel, and have the potential to reach the ever elusive “sweet spot” that companies are aiming for. For small businesses, this can be tough to compete with budget wise. The giants of industries will fall on more eyes than the competition, but have to balance their presence with being invasive to consumers that can differentiate an editorial piece from a blatant call to action. But, Native ads can be used on smaller niches as well, and this has truly been going on for quite some time. Outlets like Refinery 29 and personal blogs that gained notoriety have long been doing posts that featured brands and products that have more of an editorial feel then an ad; Like the advertorials we discussed earlier in the course. Targeting a niche market will be imperative for smaller companies to compete with emerging native ads.

  71. I think native ads are going to continue growing because it is becoming the “new” way to advertise. This type of advertising is the perfect way to target an audience. Native advertisements also offer their dual objective, to stand out and fit in with non-disruptive content. I do agree with the forecast and think they will eventually become popular because everything seems to be headed to an increase in mobile usage. Native advertising is an issue for small business right now mainly because of their cost. A lot of small businesses don’t have a publisher and this adds a new expense to them. Small businesses need to figure out a way to do it without the publisher. Overall, I think native ads will eventually take over and change the way advertisement is done.

  72. Native advertising is definitely on the rise; I don’t think the forecast is exaggerated at all. Native advertising is the only type of ad offered on mobile, and as we know, social media is going viral on mobile more than ever. Experts say in the future, ALL ads on social media will be native-stream ads, meaning that right rail and banners will eventually disappear. In addition, native ads look, feel and work the same way in both desktop and mobile, and that is what brands want.
    Small companies may not only be impacted negatively because of the associated costs with native advertising, but those companies that want to see fast results in advertising will also suffer. Native advertising is a long-term process; it builds relationships between the brand and customers over time, and it does not help to sell products and services quickly. In addition, going with native advertising is a risk, and if it does not work well for a small company, it could lead the company to failure economically. Trial and error methods use a lot of resources by the time you know what works for you, so it may not be the wisest decision for a small company to do so at the time.

  73. Native ads are definitely here to stay. You can probably call them the wave of the future in advertising. The forecasts for native ads I felt are consistent with what will actually happen in this particular advertising segment. Moreover, small businesses do have a bit of work to do to keep up with native ad placement and strategy than established large businesses. Some challenges that small businesses will face is brand recognition. Large companies employing native ads have a significant advantage over small businesses in that they are recognized brands. The placement of the small businesses’ brand or logo in the native ad will be crucial to determine the native ad’s success for their business. Likewise, most small businesses do not have the human resources available to dedicate the time to strategize solely for native ads. Therefore, companies like BuzzFeed that are beginning to broker native ads will be very integral for small businesses wanting to explore native ads for marketing and advertising initiatives.

  74. It seems that native ads are here to stay and because they are increasing more and more the forecast is not understated. These native ads are entertaining and publishers have figured out a way to attract its viewers consistently without really turning them off. The big brands benefit when consumers share the native ads. If consumers are sharing the ads, there must be some type of attraction that makes them want to do that. The consumers are not only entertained but the Brands are also benefiting. Also, when native ads are engaging, it gives more benefits. However, as a result of this rising of ad natives, smaller businesses are suffering and will not be able to compete in the near future. A small business trying to compete with a native ad that obviously is going viral is very difficult. Small business may not also have the resources necessary to make native ads that are as competitive as these big brands. Due to the fact that these strategies are moving so quickly, small business have to figure a way to catch up and make similar ads, or find other advertising components that could benefit them.

  75. With native advertising becoming more and more popular, I think it’s pretty cool. Once users adapt to the way native advertising is used, to tell a story but avoid information overload, it will be perfect in order to reach the masses. It is also a way to get out innovative and creative ideas to a large audience. Although they are doing great on PC, being able to stream on mobile devises has become a problem. I find this to be a slight issue because now social media is talking over the “world” and has become the go to for what’s hot and trending in the world. Small businesses might find it difficult to use this type of advertising because they will have to “keep up” with lager businesses and how fast they stream information. In addition, with native ads being an additional cost it may be hard for small businesses to afford if they are not previously made aware.

  76. When it comes to native advertising, this is where cookies and crawlers will be the mainstays of social internet marketing. The name of the game to “pay for play” won’t be for internet marketing organizations to buy your personal information, rather they will look to pay for the information as to how their desired target market uses social internet content. Native advertising in my opinion will be the straw the breaks the camels back of cold advertising and broad content distribution.

  77. The whole point of a native ads is to build a narrative right? If that is being successfully done, why even argue on its success. Brand marketing will attach itself to the most successful medium strictly based on numbers correct? Just look at those numbers. 4.6 billion projected by 2017? 90 percent integration of native ads on the domain? Come on now. As for small business, it’s relevance and the manner in which they can compete. If they aren’t pushing something of value or hoping to have a strong dominating presence, it won’t matter how they approach the native ads. “Fitting in” vs “Standing out” there doesn’t seem to be an either or. You fit in by following the successful trend and ride it till it is no longer applicable and you stand out by doing it better than your competition.

  78. Native advertising also know as branded content is information provided b marketers that is designed to look more like the articles it appears alongside. Native advertising has led to controversy in the journalism industry because it blurs the line between editorial content and advertising. However, native advertising can also be viewed as a valuable new source of revenue for new organizations that are struggling to make up for decline of print advertising. Native advertising is continually growing. Several prominent websites, including Gawker and BuzzFeed, have gained attention for the practice. Even though native advertising are the up and coming advertising trends and are growing rapidly I still believe the forecast is a bit overstated. Some of the challenges a small business might face is the cost and lack of knowledge. The concept is relatively still new and might therefore lack clarity and cause confusions. Most small businesses also only have a small budget available for advertisement.

  79. Now a day’s with the time spent on social media websites technology has officially tipped from desktops to mobile devices. Because of this it has huge implications for social media marketing. The concept of native advertising is not new. Usually, some of the most effective ad formats have been those form and functions of the user experience like: search ads, promoted lists, videos, and sponsored ads. Native advertising is performing very well on personal computers but on mobile devices the stream is the experience and currently native advertising is the only type of ad served. Some of the most popular social media networking site offers native advertising. Twitter started the native-social ad trend with promoted tweets. This social networking is now among the most influential voices where TV and digital ads can work hand in hand. Twitter offers a suite of three different in stream for businesses to advertise through native ad products. LinkedIn is a big part of making major investments in to native strategy and Pinterest piloting native ads on its platform as well. It is believed that images and video sharing networks like Vine, snap chat, and Pinterest will be offering some effective type of native ads, centered on pictures. It has been proving that 43 percent of global internet user has shared a photo in the past month.

    Some small businesses might struggle with why things exist and how they might alternatively exist , misdirection, new words pop up, old word require redress and face inquiry. One big challenge in native advertising is scalability, ability of advertisers to deliver efficiently huge amounts of ad units to consumers across devices and publishers. In order to completely be native, you must match user experience of each individual publisher deploying the technology, but native advertising does not scale for a business. It’s important to note that there are people who think that the argument about scalability is a red herring in the native advertising discussion. This side argues that the discussion should really focus on the quality that native ads bring to mobile advertising and any discussion about scalability misses the whole point of native advertising.

  80. Organizations are using social media and blogs as platform to advertise their products. Native advertising blog are branded blogs that stands tall against millions of other social marketing sites. It is a highly programmed and automated site that provides a unique platform for marketing, publishing and entertainment that is informative in nature.
    Native advertising is a showcase of innovation and creativity at work. It is an upcoming business that is attracting the attention of many people through its own well designed entertaining features that are less interruptive than the traditional advertising. These features are giving it more advantages than other social media networks that are being used today.
    Small businesses face many challenges as they strive to compete in the market. The first is the challenge the problem of writing a business plan. Business plan is a summary of what the business entails. They also face difficulty in decision making especially on the model to use to bring ideas on the market. Marketing the product is also a major challenge to small businesses due to diverse economic environment. They also face a tough task of making social media tactical. Calculating the different values of the different media placement channels is a task that small businesses have to do well if they want to deliver a successful marketing strategy.
    Challenges may also arise in the management of small businesses. These include difficulties on whether to hire employees or contractors, creating a culture of excellence among a diverse human resource, building norms and values that will be shared among employees without much issues and many more. These factors determine the growth trends in small businesses.

  81. It is blindly obvious that native ads have growth potential. Just look at the growth potential According to BIA/Kelsey, U.S. native social advertising revenues are forecast to grow from $1.6 billion in 2012 to $4.6 billion in 2017. With nearly 1 and 7 people in the world linked to a mobile device, it is only fitting that companies adjust to fit the increasing tech pattern. I feel it is too early to say that that native adverting will overtake display ads for small and medium enterprises (SME) but I feel safe in saying that advertisement d companies native ads must be subtle but noticeable, scalable and cohesive or run the risk of disturbing the customer’s experience while on a particular page or pissing them off all together and tarnishing the ad/company completely. IAB Native Advertising Playbook defined it perfectly . “…Native ads are paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong…” Mobile devices will continue to change the landscape in the manner in which we all receive, process and respond to advertisement. In order for advertiser to be successful in the field of native ads; they must not disturb the user experience or risk being shunned. As the piece stated: consumers being clobbered with overwhelming ad noise, is forcing publishers to adopt some form of native advertising. Many times SMEs don’t have the fan base, following and relationships with the well know web-sites so convincing those sites to give the SME an opportunity to run native ads may be additional challenges faced by SMEs; not the mention funding and brand acceptance by the user.

  82. My take on native ads I think are really good for marketing. If the ads are in the text it’s a lot easier for potential customer not to ignore it. I dislike all the pop up ads I never read them I just ignore it. The problem might be that customer might get confused with the random ads in there text. Native Ad will become more popular as the years go by for all types of business. Some additional challenges small business might face financial issues because a native ad is an extra expense on top of all the other advertising also they might not be very experienced like bigger companies are. There different things that small business must be aware if before starting this advertising

  83. I think that native ads are a good way for brands to interact and connect with their audience. They are able to use the same platforms such as Facebook or Twitter, that people are using more today to get through to their consumers. By using these sites, they are able to gain more attention with their content as opposed to having those flashy ad banners that everyone hates. As far as the forecast, I would not say it is overstated or understated. Though native ads seem to be gaining more attention and is becoming a new marketing landscape, they also have their downfalls. It might be an attraction now, but later on in the future it might die down just like the traditional ads. Challenges that small businesses face beyond what was discussed for brands are their sources, experience, time and money. They may not have the right resources when trying to market themselves since they are small, and may not have the money as well.

  84. Native advertising is continually growing as the new trend in social media marketing. With the seemingly endless amounts of users on Facebook, Twitter, Instagram, etc., companies are taking advantage of “sneaking” their way into news feeds in order to get the attention of consumers. Moreover, since these advertisements can also be placed subliminally within editorials, consumers are likely to be more attracted to them as opposed to typical banner ads. It is still early to truly determine the accuracy of the forecasts, however it is quite possible that they are overstated. This is because small companies may not fully understand marketing strategies associated with social media and may therefore not take full advantage of it. This form of advertising is being used more and more by larger companies to reach a greater audience but not necessarily as much by smaller businesses. Although this method may continue to grow, there are definite challenges that small businesses may face beyond that discussed for brands including reaching the appropriate audiences and quantifying results.

  85. Today we are used to “stumbling” upon a great product or services. The companies have to proof they know about your needs and how to solve it before you commit to buying anything. Native advertising is the attempt to create a seamless blend between ads and this feeling of “stumbling” upon information without the targeted audience feeling like they are being sold something. For this reason, I believe that display ads will eventually be taken over by native ads. Native ads are very successful for big companies because they have the resources to make them; but for a small business this can be a big expense that they may not want to do without some reassurance of positive results. Not only costs is considered but also time that these ads need for planning, placing, etc. It has to be done smart; if not, it wont be as effective, this is why I believe small business will have a hard time using Native ads unless they can get the proper knowledge to create them.

  86. Native ads are a smart new way to entertain the consumers with branded content and information about a specific product or service. Native ads’ content attracts the target audience because it shows content of their interest in a fun and unique manner. A native ad it is not like a banner ad, which the main goal is to stand out and attract the customer to buy something. If developed right, it could also become viral and be worthy of millions of shares, which is the most interesting part for the company, because it will have more viewers and emphasis. In my opinion, native ads have a direct link to story telling and it can be an excellent marketing tool for every company. Native ads have to be part of the inbound marketing strategy of the company, along with all other actions. There is only one disadvantage, it must be very clear that it refers to paid content, other wise consumers can feel that they were deceived or tricked by the company.

  87. I feel that native ads are a logical step for big brands that are looking for new ways to interact with new and old customers, I also think it’s a creative way to get around the banner ad issue when it comes to mobile users. Its downfall I fear is the lack of transparency. Native ads, like you and many marketers you quoted said, are a sweet spot between an ad and real content. I feel native ads can cause confusion and if not done right can leave the customer feeling tricked. Here they were looking for credible advise on nutrition recommendations when beginning a weightlifting regime and all they can find are editorials sponsored by Bodybuilding.com and Muscle Milk. One is left thinking, is this information valid or are they just trying to sell me protein powder?

    I believe the forecasts are overstated. I feel that once native ads become common place they will also fall to the blind eye as the banner ads have done. This time, however I feel there will be greater backlash from consumers especially when sponsored material is not clearly defined. How can marketing in 2014 be trending greater transparency while at the same time trending hiding advertising with in legitimate content?

    Small businesses I feel will have to seek out niche markets online in order to capitalize on this strategy. Small businesses have limited budgets and often even more limited marketing experience and know how. Local print mags and newspapers as well as their online versions would be great places to seek out native ad opportunities. Niche is key for the small business to survive in a growing online world.

  88. Considering that people spend almost the same amount of time reading native ad content as they spend on editorial content…I would say that natuve ads are here to stay. Native ads have true potential to go viral. The main issue is transparency. I believe that consumers are savvy and smart. The ability to decipher through the noise may become more easy with rich content provided by brands.
    Small business owners have to be risk takers! Early adopters would benefit immediately. It’s an investment…it takes money to make money, RIGH? Small businesses have to choose the kind of native advertising that is based on their business and the goals of their specific ad campaign. No popups needed…just seemless integration of what their prospects are already partaking in. I say, small businesses should invest a small amount of their budget and test the waters.

  89. I do not think the forecasts have proven to be overstated or understated yet. We have seen this type of marketing used more frequently in larger companies such as the Allstate commercial, and marketers are getting better at pinpointing what spikes the customer’s interest. These ads such as the Allstate commercials are entertaining but informative at the same time, getting the point across that they are always there for you in any situation. I think that native ads are the up and coming advertising trend in the marketing world if done properly. These ads are done in a way so that the company no longer fits in with other advertisement, the objective is for the ad to actually stand out and be different than the others so customers can remember them. In many cases this type of marketing has also been used incorrectly and we see that when commercials seem irrelevant to the company they are advertising. Native ads spike the interest of customers through entertainment and useful information, a different way than usually done in the past, which makes customers feel like they can relate to the company. In my opinion the biggest challenges a small business might face is the cost and lack company resources. Native ads require a lot of thought, research and creativeness something that a small business might not be prepared to spend or might not be equipped with.

  90. Native advertising refers to the use of content-based ads, which match and live within the flow of editorial-kind of content that follows the experience of the publisher’s policy in terms of context. This simply implies locating a sweet spot between the marketing and publishing content. My view on the native advertising involves recognizing of native ad as a convergent media, which is characterized by placement payment, ownership and sharing of the content (Jim, 2014). On equal measure, I appreciate native advertising as one that serves too sole purposes, which include standing out for the reader’s awareness and fitting in with non-disruptive content.

    The BIA/Kelsey native social advertising revenues forecasts has not attributes indicating that under forecasting or over forecasting was done. The forecasts of 23% increase in engagement of the native ads within a period of 5 years reflect a true scenario of the acceptance and adoption rates of native ads by publishers (Jim, 2014). This is an indication of a welcomed appeal to the marketing landscape, where consumers are able to view the marketing messages as part of the universal brand story in relation to the required content. It is fundamental to note that, the brands gains when the user shares the content-ad.

    The process of adopting and appreciating native advertising is expensive because of its unforeseen expenditure of mindset from the continuous shift from fitting in over standing out. It requires extra cost to change the traditional believe of the consumers on the essence of native ads (Jim, 2014). This is because, this aspects aims at appreciation of long-term investments, which most small businesses are not able to service.

    References
    Jim. B, (2014).Native advertising: Finding the Sweet Spot for SmallBiz

  91. I believe native ads will pioneer the future of advertising going forward. This new strategy of promoting content within the users face subliminally is a psychological tactic, which inclines the consumer to gain interest in the sponsor of the ad. Since the sponsored ad is featured within the editorial of the content the consumer is more likely to become engaged because it becomes part of the article, website, newsfeed, or etc. This approach allows for a more awareness of the sponsor since the consumer will not have the tendency to just click the “close” like they would on a traditional banner ad. The banner ad days are coming to a close because of the mobile platform shift, which according to eMarketer statistics show the mobile search and advertising to pass desktop search and advertising in 2015 with a 56% increase year-over-year. Small businesses today have certain challenges when it comes to native ads because the lack of resources compared to bigger companies. This however can set groundwork for the smaller company to invest in blogging, pay for play, and local print ad to create awareness. Once they have creditable material for advertising they should work with native ad companies or consultants to help distribute their content within major newsfeeds, websites, and articles.

  92. I think native advertising is a great way for a company to market itself if done the right way. I have seen this type of advertising more lately and I do tend to remember the message more when it is embedded in an article I am reading and fits seamlessly. The problem I have with these native ads come about when the company is unsuccessful at fitting in with the content. In such cases, the message seems forced to me and the entire content loses its credibility. I don’t have a strong opinion on the forecasts presented here but I would not be surprised if native ads are used more and more in the future. I think that marketers are getting better at finding the sweet spot so that the message is delivered and recalled by the consumers. Most of the native ads that I have encountered are for larger companies that hit a broader audience. One of the benefits of native advertising is that you can target specific markets though and I think smaller businesses have a lot to gain by taking this approach. The challenges for a lot of these smaller companies deal with lack of experience in native ads and the financial expenses associated with advertising. Smaller companies may not fully understand how much can be gained by targeting their specific segments in a way that will enhance recall of their brand and offer ways of extending more content to interested consumers. If small companies can overcome their initial reluctance then there is a lot to be gained.

  93. The impact on the use of native apps undoubtedly has the potential to grow for, but while the future of native ads may be beneficial, there’s much to be done considering the limitations involved with scalability. Displaying large amounts of content may present itself with issues regarding the quality of the ad content and how efficient the process may be for the intended end user. The challenge will become finding the balance between creating content that has the ability to fit within the confines of multiple platforms, while integrating the content into the publisher’s content especially with regard to mobile adaptability. Businesses should embrace the idea of using native ads as an effective marketing tool. Relevant, to small businesses and the limitations faced with scalability; the answer may just be a questions of looking for alternatives methods to publish these ads. In particular, face book or news feeds or venues where there is an opportunity to tell a story. So although small businesses may not have much “brand buzz” there is an opportunity to create brand awareness and use this awareness as an introduction to the “alternative” brand. If you think of sales and marketing this idea is conceptual. When we go to the store for the one item, we end up buying what we don’t need because the item that we don’t need was positioned very well and so there’s almost a strategic approach towards getting the customer to buy. In order for small businesses to fit in they may have to distinguish themselves by perhaps creating an alternative or niche but also complimenting the publisher’s content which would increase the likelihood that the process will be talk worthy and trustworthy.

  94. I came across an interesting line on your pin with the infographic of Native Advertising, which read, “Nobody reads advertising. People read what they want to read, and sometimes it’s an ad.” I believe this quote to help further justify why native advertising has become a growing trend in advertising. People don’t want to be sold, nor do they typically seek out advertisements. However, as native advertising seeks to sponsor and develop content that is both entertaining and informational, it leads the audience feeling like they are able to make their own opinion. I believe native advertising will eventually take over display ads for small and medium sized businesses, however, I do believe the forecasts are rather overstated. Working at a marketing company myself, our organization is constantly faced with the challenge of trying to explain the importance and necessity of specific marketing strategies to our clients. Many small and medium sized businesses still do not have a full grasp on the importance of certain social media, marketing and advertising tactics and how to properly connect with their target audience in a technologically driven economy. As the blog discusses, Buzzfeed has achieved exponential success recently, built on native advertising that completely entertains their audience. I believe the biggest challenge small businesses will face is receiving the proper education and training on these new advertising principles that start-ups like Buzzfeed already have a clear grasp on.

  95. Just like everything, Native ads have their pros and cons. In order for an Ad to work these days it has to be different than the rest. This is where Native ads come in. Given that they are new and get to the consumer in an unexpected way, they get their point across. Naïve ads tend to generate a more positive response from the consumer when compared to a banner/display ad. These ads will grow more and more in popularity since they give consumers ads based on their interests and likes. An issue with this is that it is very hard to filter specific information so that the company has one opportunity to hit the consumer with their intended ad. This is where banner ads can be better since they can go into different areas with the same ad. Other issues that arise with these ads are that they are only popular within big organizations and not small companies. The main reason small companies have a hard time with native ads is their cost. They must have a system that is able to recycle and organize data that will be custom tailored to the consumer.
    Given that Native ads are so complex in terms of the system needed to filter information, cost associated with such a system and long-term benefit for a company, they aren’t suitable for all types of small businesses. Small businesses also run into the problem of not properly structuring the data and ad in which case the consumer will sense that the sole purpose of the ad is to make them buy something.

  96. Native ads have advantages and disadvantages. The current advantage of native ads is that they are “new” or “fresh” and do not hit the consumer the way a standard banner ad does. Consumers who ignore the banner ad but pay attention to the native advertising within the content make this successful; however, the point made that it can confuse the reader into trying to determine what is a paid advertisement and what is editorial content is an issue. Another issue with native ads is that they must be adaptive to the content and that is tough to recycle in another piece so it is almost a one shot advertisement, whereas banner ads can be recycled to be used in a variety of different areas. Analysis would have to be done to see if the increased per ad placement cost is offset by the increase in traffic by the effectiveness of the native ad.

    Small businesses will struggle because of the increased cost to produce and input ads that are not able to be recycled. In a small business it is important for them to maximize their dollars with the idea of growth. However, if additional time and money is required to market the service or product, this could not only be a deterrent to the strategy.

  97. Initially I did not understand how Native Ads worked. However, as I learned more about it, I began to understand the importance of Naitve Ads to in their role in the overall marketing initiative. Native ads are becoming a more effective way to advertise than display ads. The ability to target your customer and offer content based upon their likes and interest will be a growing trend. I believe the forecasts are accurate and it will continue to be popular as more people and business move to mobility. Although Native Ads have typically been popular among large organizations, I believe it will become more popular among small and mid-size companies as they figure out to work with Publishers. iSocket is one particular company trying to help make this occur. Small businesses today have resource issues when trying to marketing via native ads. However, iSocket takes Direct, guaranteed campaigns that can be approved and executed with a single click. They automate order fulfillment, campaign management, payment flows, and billing, making sure campaigns run on time and reducing errors.

  98. Hands down, native advertising is a branded content advertising. It is has such a polarized content that it is not for faint hearts. It has become a buzzword thrown around freely and its reception is quite polarized. Native ads are all about tantalizing content and platforms of a more integrated, visually pleasing ad format that really matches the style of the site that it’s on. It is not one of the banner categories that are a one-size-fits-all and are typically interruptive or just kind of sitting on the page, (Schreiber). Such advertising formats are not really that successful in engaging attention.

    Social platforms hype the embrace of native approaches. For instance, Facebook underwent a dramatic mobile revenue increase through newsfeed ads, which tended to place marketing messages directly onto users’ content streams on their mobile devices. The result was a wow! – A hyped inspiration within the industry that saw an immediate response and shift of attention toward Facebook’s native ads. A cycle of competition was formed as Facebook sponsored stories with in-feed ads, Twitter promoted tweets, Tumblr integrated Radar postings, and etc. All the major social platforms doubled their efforts at innovating the native ad strategy to build and promote brands. The approach was clearly skewed toward web advertising using in-feed integrated ad styles. Mobile native advertising is becoming the standard in daily ads.

    Online advertising is a constant nuisance to web visitors. Venture capitalists are investing in promising companies and numerous technology players to provide solutions that enable scalable, easy-to-use native ad products. There has to be a high level of innovation (i-skunk teams) to give better and more scalable solutions to native ad challenges. This way we can rest assured that all web-based advertising platforms have an opportunity to become more native. The fact of the matter is, as consumers become more tech and web-savvy, advertisers must keep up and become less “overt” and more “covert.” The goal shall never be to trick consumers; it must be aimed at offering increasingly relevant content to individual users to better inform their buying decisions.

    My take is at no point in time will traditional advertising totally exit the market. Radio, TV, print, billboards, etc. will not be in the spotlight but will remain present. Financial budgets will balloon in favor of the new child on the block; they will continue to be allocated more towards the increasingly native digital side.

    The rise in native advertising echoes memories of television, DVD and banner ads. Such Ads can become a nuisance in the face of the reader to the extent that readers may take steps to avoid them. As it is, banner ad recall and click rates are at an all time low. Consumers have grown weary of them and savvier in such platforms of advertising. In some cases, they’ve learned to block them out mentally. They apply what’s now known as ‘banner blindness’. Publishing cannot apply the same capitalization models that television has created, and therefore, native advertising is the obvious option. The clamor occurs around the idea that consumers may be misled and while this can be solved through a variety of disclosures, the inconsistent format, coupled with a lack of standards, may cause confusion.

    The fact of the matter is native advertising comes with its own challenges, not the least of which is the need to be transparent and to clearly indicate which content is editorial and which is advertorial. Native advertising seems to be a concoction of editorial and advertorial. This makes it a complicated arena, with high stakes and big opportunities. Additional challenges remain for small businesses beyond discussed brands. Some of the main ones stem from failing to incorporate changes early enough. Typically industry failure is the result of either the lack of sufficient management skills, or lack of proper capitalization, or both.

  99. It is easy to understand why a native ad can generate a more positive response from customers than display ads. The fact that there is an attempt from brands to offer content of interest to their target audiences instead of just a simple call to action banner will increase the chances of acceptance. As well stated on your blog the challenge for publishers is to hit the “sweet spot”, the perfect combination of a message that differentiates itself from competition, keeps the intended message and form from the publisher, and is accepted by the reader.
    I believe that the projections for the future of native ads are accurate. It makes sense to accept that this kind of marketing will continue to growth due to the higher acceptance from customers than banner ads. However their complexity, cost, and long term benefit make native ads not suitable to small businesses.
    An additional challenge for small businesses to adopt native ads is the risk of negative reception from potential customers due to poorly structured content, where it becomes obvious to the reader that the solely intention of the piece is selling.

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