Native advertising is set to be an $85 billion industry globally in 2021. This makes it an important part of your digital ad media plan. With rapidly changing consumption patterns, the format of native advertising is also constantly evolving.
There are two ways in which people engage with content – passive and active engagement.
- Passive engagement – Think of scrolling through a bottomless feed with an algorithm serving user-generated content geared toward your interests. This content competes for attention, and while it can be great for random accidents of discovery, it can make it difficult for brands to make a lasting connection.
- Active engagement – People visit destinations that feature professionally generated content they care about, to satisfy a daily need. Think of people checking email, looking at sports highlights, or seeking out stock advice.
With more and more brands stepping into the ecommerce space, native advertising has taken an interesting turn. We are seeing a new generation of native ad formats emerge that are built specifically for online shoppers. These ads bring the store shopping experience to the ad, while also being tailored to each user’s unique shopping history.
From shoppable catalogues to augmented reality showrooms of brands like Lenskart to interactive gaming previews, these new native commerce formats eliminate steps to conversion, allow for better product exploration, and leverage data to create personalized experiences that show an understanding of an individual’s past actions, product interest and intent. Every element works together to promote commerce as the primary goal of the campaign.