The Future of Native Advertising in Content Marketing

October 14, 2016

The concept of native advertising is relatively old and it basically involves advertisements that go hand in hand with the look and feel of the content that they are surrounded with. Ever since the concept of native advertising along with content came into existence, there has been an increase in the number of advertisers who very smartly made an effort in slipping advertisements and messages along with content that is targeted at any particular kind of audience.


Gradually, this new way of advertising has acquired a permanent spot in the world of online content marketing. Taking a look at the current buzz surrounding this new age internet marketing strategy, it is needless to say that native advertising holds great relevance in the future of content marketing.


So what exactly makes in-content advertising so popular in relation to content marketing? Take a look at some of the reasons which make in-content advertising one of the hottest strategies in content marketing:



  • In-content advertising is a great way of getting rid of ad blocking softwares which usually block all advertising content which you wish to post along with content on your blog or website.
  • How many times have you seen ads on any particular website/blog and wondered how it is related to the content posted on it? Since related ads go in sync with the content, it ensures high audience engagement as compared to those traditional non-native advertisements which have nothing to do with the website content. For instance, finding an ad on discounted clothes is a lot better when you find it on a website/ blog that concerns clothing or style.
  • We are living in an age where social media is emerging as the driving force behind brands and businesses. Looking at the growing popularity of social media platforms such as Instagram, Pinterest, Facebook, and Twitter, ads is a great way of reaching out to the target audiences with utmost ease.

One such content advertising platform named Outbrain is available in over 55 countries and has one of the best user suggestion algorithm. They are fairly new to the advertising market and therefore, unable to make a groundbreaking product. Whereas companies like Taboola and Disqus have already started to lead the game. Recently, Google also introduced their native marketing platform as a part of AdSense. Now publishers can easily do the same if there sites qualify minimum criteria. Although, I found Google’s cost per click worse than other similar advertising platforms but the quality of advertisers and relevancy of ads were better. Speaking more on native advertisements, companies like Revcontent, a pioneer in the world of native advertisements and content marketing, are working on artificial intelligence to give better advertisement suggestion. John Lemp, the CEO of Revcontent, in an interview with Forbes on the future of advertising in content marketing, said “The future is predictive journalism. We are working on AI technology that helps brands build personal relationships with users.”


Native Advertising and the Future of Content Marketing


According to reports on digital advertising, content marketing and business intelligence, native ads have the potential of driving in massive revenue by 2021. Digital ads have always proved to be of great relevance when it comes to effective marketing tactics and when we talk about a breakthrough marketing strategy in the field of content marketing, then native advertising is what you need irrespective of the size or kind of website/ blog that you own.


Not only this, digital advertising is in huge demand these days but there is no other area of advertising that has flourished as much as native advertising in such little time. However, what particularly makes such advertisements stand a step ahead of traditional advertisements is the fact that they do not look anything like an advertisement. Above all, these advertisements share the common goal of not copying the look and feel of a traditional advertisement.


At this point, we also need to understand that native advertising is not just a term; rather it is an umbrella term which involves all sponsored content and display-rich advertisements. Above all, there is a need for virtually real native ads to drive more targeted traffic towards the desired websites and blogs. The demand of the hour is to have a futuristic strategy which not only understands but also has an imperative effect on the ad agencies, advertisers and publishers of any particular such advertisement. In fact, these advertisements have today become a must-have marketing strategy for any organization or online entity which engages in online interaction with its customer base.


Future of Native Advertising in Content Marketing


The future will witness the industries and businesses striving towards a cleaner and richer content strategy for their websites and blogs which would be capable of synchronizing with the content as well as advertisements posted on their online business platform. This reinforcement of native ads in the field of content marketing will be of great benefit for all the business.

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Author: Yash Mehta


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