Since their inception, Facebook and Google have been at the forefront of internet trends. One industry most radically affected by Google and Facebook's growing spheres of influence is advertising. Together, they account for about 63% of U.S. digital ad spend.
Part of the reason this method of advertising has become so popular is that Google and Facebook eliminate the need for a traditional agency. Because advertising is built right into the platforms, which many people already use, it's easily accessible. However, with no traditional agency involved, it can be much more difficult for advertisers to compete at a meaningful level.
One way to reach new audiences is through native advertising, but many still don't know what it is or how it can be used to benefit their brand. As someone who runs a native advertising platform for media buyers, I'd like to break it down for you.
A New Kind Of Ad Format
The internet age has dramatically reshaped the advertising landscape. Where marketing once consisted of buying 30-second television spots, marketers must now manage different messages across multiple platforms based on real-time analysis of user data. Content expectations have increased tenfold, adding to the challenge.