The tough competition among brands in the market and the increased need to create a certain positioning in the mind of customers, among other factors, have heightened the demand for advertising. Native advertising—a kind of advertising, often online, that matches with the form and function of the medium on which it appears—has also come in to help businesses to market their brands and create a niche for them in the crowded market. To get the most out of advertising, and to execute it well and at a reasonable budget, you need to engage the services of professionals. For example, you can’t go wrong working with seo analytics, a highly reputable company in offering digital marketing services.
Native advertising budgets for various brands have been growing each year since 2015. Based on Adyoulike’s predictions, brand budgets for native advertising will hit approximately $85 billion across the globe by the year 2020. eMedia’s most recent research projected that the spending by US brands will exceed $41 billion by the end of 2019. In the current year, 2018, the prediction is that US spending will hit approximately $33b, which is a 31% increase YoY.
Below are some predictions for native advertising in 2019:
Social media dominance in native advertising will continue to rise
The shift of native advertising from publisher to social media is going to go a notch higher in 2019. It has emerged that the budget allocated to publishers is decreasing. In 2016, 43% of the budget had been allocated to publishers, which was a 25% reduction within a year. On the other hand, in 2016 social media took 39% of the native ad budget, which was a 14% increase compared to 2015. It is expected that the trend of social media, and especially Facebook, dominating native advertising is going to continue due to factors including the size of the audience, the many different ad formats that it offers, and the audience network, which is mostly the case with Facebook. From this trend, it is evident that revenue from ads, more so on mobile devices, is continuing to grow.
Higher integration of native advertising in video-based media
Towards the end of 2017, native advertising videos were closely following the written models, but were growing at a higher rate. With the popularity of videos, and even more people watching videos on their handheld devices, we can predict that there will be a higher integration of native advertising by video-based media into their business models. Also, the time spent watching videos every day is on the rise each year, and various social platforms like SnapChat and Facebook are fighting for video supremacy, which all supports this prediction.
Strategies tailored to specific channels will be crucial
The success that marketers will get from employing native advertising will depend on how well they come up with content specifically meant for the various platforms. A good example is that most people (about 85%) watch Facebook videos without sound, thus it is important for advertisers to include subtitles to their videos for effective engagement with their Facebook audience. On the other hand, about 96% of YouTube’s audience watches videos with the sound on, so it is not necessary to add subtitles to YouTube videos. Also, when it comes to the video length, marketers will have to make videos with varying length for the various platforms to engage properly with the audience. It has been established that the ideal video lengths for various platforms are 30 seconds for Instagram, one minute for Facebook, and two minutes for YouTube.
Native advertising, a form of advertising that is delivered with the normal or natural flow of content, is growing dramatically and will continue to do so depending in a big way on social platforms in 2019. Also, the use of native advertising videos will grow, and there will be a high need to tailor native advertising to specific channels.