Welcome Guest ( Log In | Register )


 
Reply to this topicStart new topic
> Openads: #10daysof Digital Spectrum Shifts: Interruptive to Native
RSS Bot
post 23 Sep 2013, 05:30 AM
Post #1


yourforum Robot
Group Icon

Group: Private Members
Posts: 196639
Joined: 12-July 05
From: RSS World
Member No.: 125



The central idea that marketing messages could be much more in-tune with digital content is not new (see paid search). What is new, however, is that consumer choice and power is driving an even broader shift towards a less interruptive, more integrated or “native” experience. This trend is one that digital media businesses must recognize and master.

Most traditional advertising tries to command our attention(e.g. the TV program stops and the ad takes over the screen). But with so much more control and choice over media consumption moving into the hands of consumers, it is becoming more important for advertising to earn our attention.

The term “native” as it applies to advertising practically still has the protective wrapper on it, so its no surprise that the definition of the term is still being debated. Definitions range from sponsored posts co-mingling with regular site content to an ad whose tone, placement and design fits within the context and style of the site.

Now while the word “native” is relatively new in this context, the central idea that marketing messages could be much more in-tune with digital content is not. Within digital it started first in paid search where the ads are in-stream and are visually represented in a very integrated, consistent way with the content (search results in this case). What is newer is that consumer choice and power is now driving an even broader shift towards a less disruptive, more integrated or “native” experience that digital media businesses have to master. A topical case in point is how Buzzfeed is incorporating native advertisements into its regular content with great success.

Despite these changes in digital advertising, traditional advertising still has a powerful role in the industry. Similar to how mobile didnt replace laptops but instead evolved to work in conjunction with them, native and traditional advertising each have their own roles to fulfill.

Is your company taking full advantage of both of these tools?

View the full article
Go to the top of the page
 
Bookmark this: Post to Del.icio.usPost to DiggPost to FacebookPost to GooglePost to SlashdotPost to StumbleUponPost to TechnoratiPost to YahooMyWeb
+Quote Post

Reply to this topicStart new topic
2 User(s) are reading this topic (2 Guests and 0 Anonymous Users)
0 Members:

 



RSS Lo-Fi Version Time is now: 28th March 2024 - 11:50 AM
Skin and Graphics by Dan Ellis and Anubis. Hosting by Forums & More 2005-2011.
InvisionGames - Your #1 Arcade Games Repository | AllSigs - Signatures for all | Rock Band + Guitar Hero = RockHero ! | The Remoters - Remote Assistance | FileMiners - You ask, We find