Native advertising isn’t a new thing
From the early days of newspapers and radio, advertisers have aimed to introduce consumers to their brands and messages in a way that complements the content people already enjoy. Search engine ads were the original native ad in the internet age, mirroring adjacent information on search result pages. Even banner ads matched the form and function of the surrounding web pages.
Content has evolved— ads need to catch up
Mobile experiences are more intuitive than ever, with webpages and apps tailored to organic movements like swiping and tapping. In this world of large, scrolling pages and constantly shifting feeds, large buttons and limited text areas, the banner ads of yesteryear simply don’t cut it anymore.
While content has evolved, advertising hasn’t. This mismatch between content experiences and ad experiences prevents advertisers and publishers from capturing opportunities in a multi-screen world.