engage with native advertising – the next big thing Adblockers are significantly reducing the number of members of the target audience viewing online advertising in the United States, Australia, and around the world. This is just one of the drivers in the growth of ‘native advertising’. While there are a number of types of native […]

engage with native advertising – the next big thing Adblockers are significantly reducing the number of members of the target audience viewing online advertising in the United States, Australia, and around the world. This is just one of the drivers in the growth of ‘native advertising’. While there are a number of types of native advertising, it is, broadly speaking, ‘material in an online publication which resembles the publication’s editorial content but is paid for by an advertiser and intended to promote the advertiser’s product’ (Google). It is similar to advertorial, however, it should not involve the aggressive promotion of the business or its product. Research in the United States suggests that 74% of all advertising revenue will be driven by native advertising by 2021. It is predicted that native advertising will grow by 200% over the next two years, hitting $21 billion by 2018/19. In addition to getting around…