It’s a New Year and time for us to dust off the crystal ball and gaze into the year to come for native advertising. While 2014 was certainly a pinnacle year for native, what will 2015 hold in store for the emerging marketing strategy? We sat down with TripleLift’s executive team to get their insights and predictions.
“2015 will be the year when native advertising stops being considered a special form of advertising that needs a separate budget or a particular type of campaign and is instead acknowledged as just an exceptionally effective form of advertising that should always be in the mix.”
-Eric Berry, Co-founder & CEO
“The most sophisticated and forward leaning publishers will be able to trade their own unique and innovative ad formats programmatically. Meanwhile we’ll see new, non-standard and innovative ad formats make their way into the Real Time Bidding (RTB) ecosystem.”
-Shaun Zacharia, Co-founder & CTO
“Native Advertising naming conventions will become more defined. Just like display advertising has evolved into subsections like mobile, retargeting, high impact, etc., native advertising will start to create more clear nomenclature and defined categories for the various types of native advertising strategies.”
-Ari Lewine, Co-founder & CSO
“Native will continue to be embraced by the broader media buying ecosystem, becoming part of the planning, RFP and buying process for a majority of display advertisers. Between programmatic buying and the largest brands opening up their wallets to native, we’re going to see increased pricing pressure. Demand for the most premium placements will be greater than supply (much like it is with video pre-roll today). Finally, we’ll see native ad ‘clutter’ for the first time as more companies deliver ads in-feed with a focus on quick scale rather than quality.”
-Frank Morgano, VP, Sales
“Never before has the world been as connected as we are today, 24/7/365. Consumers are engaging with content at warp speed, from which scalable, cross device, “unbundled monetization solutions” that can easily unlock engaging advertising experiences will be paramount for successful publishers to have in their 2015 playbook.”
-Dan Martin, VP, Business Development
“In 2015 native advertising will lose some of its buzz, but only because it will become a standard form of digital advertising, much like mobile and video before it. The industry will continue to learn and understand all the different facets and varieties of native, and more dollars will be invested behind it as everyone has a clear understanding of how to define, execute and measure it.”
-Michael Goldberg, Sr. Director of Marketing
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