The future of native advertising is about brands being bolder and saying who they are when they do native advertising.
What is the secret to good native advertising? What is the biggest challenge for native advertising? What is the future of native advertising?
We ask the world’s leading native advertising specialists in our short form video series #NativeAdSecrets.
Today with Shane Snow, CCO and Co-Founder of Contently who was a speaker at the Native Advertising DAYS 2016.
The secret to good native advertising...
The secret to good native advertising is great stories. It's creating content behind those ads that people actually want to consume. That they actually want to watch. That they actually want to share with their friends. That makes them look good to their friends and family.
It's the kind of thing that you would engage with, you would read or watch or talk about if it wasn't an advertisement. I think that's the beauty of native advertising -- if it forces advertisers to be the thing that people already want rather than be the thing that's distracting people.
People love watching the Superbowl because they love the commercials, which, coincidentally, are stories.
The biggest challenge for native advertising...
The biggest challenge regarding native advertising is not deceiving the audience. It's being who you say you are and this is something that's a challenge to any kind of content creation or any kind of advertising in general. If people feel betrayed they're not going to trust you and they're not going to trust the rest of the industry. I think that's a big challenge that this industry has.
The research that we're doing at Contently shows that a lot of people are sceptical, that they have felt betrayed, that they don't necessarily like advertising. But there are certain kinds of advertising that they do love. People love watching the Superbowl because they love the commercials, which coincidentally are stories. They're not deceptive, they're fun, they're honest, they're awesome. This is the kind of thing that native advertisers need to be aware of, that as soon as you produce something that makes someone feel like they're not getting what they thought they were getting, then you're in trouble.
The future of native advertising is about brands being bolder and saying who they are.
The future of native advertising...
The future of native advertising is about brands being bolder and saying who they are, what they're doing, and in telling rich bold stories. The stories behind those ads and the way that brands are proud to put their names on those ads, that's going to be a big difference from today. A brand doesn't get credit for the work it's doing, doesn't get credit for the good stories, or for the good ads, if it's not proud to put its name loud and clear on it. I think we're gonna see a lot more of that because brands are going to produce content that does rival traditional content traditional media, and it's going to make sense for them to do that. And so that's going to be a big part of the future.
I think part of that too is going to be higher production value, brands getting more into producing series, producing the kind of content that you would watch for hours at a time. I think the next great TV series very well could be produced by BMW and be a series like The Fast and the Furious the TV series. That's the sort of thing that we're going to see more and more of as brands realized that the investment in high-quality bold content is going to get them attention, and respect, and trust in a relationship that they aren't getting with the smaller stuff.
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