What is the secret to good native advertising? What is the biggest challenge for native advertising? What is the future of native advertising?
We asked the world’s leading native advertising specialists in our short form video series #NativeAdSecrets which was recorded at Native Advertising DAYS 2016. Read more about our upcoming conference.
Today with Claire Austin, then Head of Audience at King Content.
In a longer interview, Claire Austin also shared her views regarding why clicks and followers are basically vanity metrics that publishers, agencies and brands alike should be careful not to put too much emphasis on.
The secret to good native advertising…
"The secret to good native advertising is knowing your audience and being able to measure the content that you're producing and learning from that measurement and again that comes up down to listening. So listen, listen, listen."
The biggest challenge for native advertising…
"The biggest challenge is that people aren't measuring [native advertising] properly and so we can't get buy-in from the rest of the business. So we need to learn how to measure so that we can prove the effectiveness of [native advertising] so that everyone can see that it really is as effective as we keep telling people it is."
The future of native advertising…
"The future of native advertising is personalisation. It's being able to understand the data and target it and find different ways to be able to produce unique content that speaks to one individual person. We've seen it a lot in terms of where artificial intelligence and virtual reality is going. I'm really excited and also pretty scared about the future of native advertising or the future of marketing in general but I definitely think personalisation -- 100%".
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