branded content

How do you scale native advertising?

Native advertising is set to grow phenomenally in 2014. 

The New York Times among many others has now embraced native ad formats. This has led an even bigger clamour among media analysts to predict big things for native this year. 

J.P. Morgan stated last week in its ‘Nothing But Net’ report that “We believe native ads are quickly becoming the de facto ad format on mobile and increasingly moving into desktop”. 

There is still a lot of confusion among marketers and publishers about what native actually is.  Many people have tried to define it and enlighten us all on what native advertising is. 

Does the size of branded videos matter?

Marketers and content makers have been conditioned over time to believe that online video needs to be short and punchy.

This is based on the presumption that people have limited attention spans, and therefore longer-form content would be wasted – particularly on the multi-tasking Gen Y consumer.

But is duration really a key factor of successful adoption? And how about social sharing? Is the length of a branded video likely to affect people’s willingness to share it?

In the space of 1,000 or more words, I can’t promise to deal with all the answers, but hopefully you’ll agree these questions merit further consideration before setting your content or advertising strategy.