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%".