|Facebook is letting publishers and other verified pages distribute branded content for free that tagging creates a way for marketers to be notified when a publisher posts content that’s paid for by their brand so that they can share it or promote it as an ad. The new tags are designed to be easy-to-implement on branded Facebook posts. In particular, they will be available on verified pages; to demonstrate how the tags will look, a Facebook blog post shared an Intel-sponsored post from Lady Gaga’s official page. |
|People are posting far fewer of their own personal updates — stories about their thoughts, their life, what they're up to — to Facebook. The report says this type of post fell 21 percent during that same timeframe. Kakao story has a similar decrease up to 4.7 million users especially in young group. Experts says that SNS becoming more commercialized is the main reason why young users are leaving. Also they pointed out that SNS platform is changing from playful platform to commercial platform.|
|According to a new study, almost two thirds of all mobile display advertising will be native within five years. Research from IHS, commissioned by Facebook Audience Network – the service that enables advertisers to extend the scale of their Facebook campaigns beyond the social networking site itself and into other mobile apps – predicted that global expenditure on mobile display advertising will amount to $84.5bn by 2020. Within that, some 63.2% ($53bn) will be accounted for by native in-stream ads. The most important factors driving native advertising growth are the significantly higher engagement and retention rates that it commands. Compared to traditional banner ads, engagement rates for native ads were up to three times higher. |
|The number of consumers using ad blocking software worldwide has increased 41% year on year according to a report published by Page Fair and Adobe. Consumers may be unintentionally putting their favorite websites out of business by installing ad blockers on their computers, iPhones and tablets. And it matters to content marketers, too. Native ads and sponsored content can be just as susceptible to extensions like AdBlock as display ads are. The solution to this problem is simple; adaption and creativity. Native Advertising provides relevant information in a way that does not distract nor draw attention away from the content that the consumer is trying to view. Instead, it displays information that either supplements or relates to content consumers originally explored. This “friendly” form of advertising publishes material similar to what we perceive as “sponsored content”, but makes the user feel more in control and less distracted from their original content.|
|Mobile marketing company Tune is releasing a new report, where 24.6 percent of survey respondents said that they’d downloaded an ad-blocking app or browser. Tune is projecting that ad blocking could reach 80 percent of smartphone owners by the third quarter of 2017. However, this is a survey asking people about what they’ve got on their phones, rather than data directly from their phones. And in fact, 21 percent of respondents said they weren’t sure if they’d installed an ad blocker.|
|True meaning of the Native Ad|
|Consumers are getting smarter day by day. Technology development made it possible to Hyper-target users in the right timing but soon they realize it is advertising and get irritated by it. Increase in numbers of Ad blocking download says it all. |
Consumers nowadays get easily irritated by sponsored contents that are often on their personal SNS newsfeed then ‘Unfollow’ or even leave their SNS. Recent report about this type of post fell 21 percent during that same timeframe supports it is real and happening now. And one of the main reason is that SNS platform becoming more commercialized than personal space.
However, marketers can’t stop doing these commercials since it is a part of their job. That is why we need to focus on native ads which can sneak in between readable contents in the form of video, game, article which does not stand out like a traditional ad. But to remember, forcing customers to just see these ads should not be a purpose of advertising.
Native ads should be a story that has a start to an end, a story that attracts consumer’s interest in a friendly way and engage with consumers about the story. With this story, you will be able to get brand awareness and brand perception naturally in a long term and will even lead to an actual purchase of that ‘story’. Brands shall get out of their old stereo type of advertising that push consumers instead move forward to understand consumers better and build a story that will touch consumers.