leverage the potential of video content and storytelling Native advertising is one of the fastest growing trends in marketing and advertising. Research suggests that budgets for native advertising will grow by 200% in the United States over the next 2 years. The Huffington Post suggests that worldwide native advertising expenditure may exceed $58 billion by […]

leverage the potential of video content and storytelling Native advertising is one of the fastest growing trends in marketing and advertising. Research suggests that budgets for native advertising will grow by 200% in the United States over the next 2 years. The Huffington Post suggests that worldwide native advertising expenditure may exceed $58 billion by 2018. There are many types of native advertising with varying levels of popularity. Recent research found that sponsored written content to be the most popular. The 4 most popular types of native content were found to be: Written content – 69% Video content – 63% Multi-platform story telling – 57% Multi-media story telling – 52% These findings demonstrate (1) the importance of video content – which will almost certainly grow faster than written content; and (2) the importance of storytelling – an old skill that is rapidly coming back into vogue and enjoying enormous success.…