2013: The Year of Native Advertising

Anyone that has their Google Alerts set up to include native advertising knows that it’s been tough to keep up with the sheer volume of opinion and news on the topic this year. From defining it, to debating the pros and cons, to understanding the new advertising solutions––there’s a lot to consider for any brand, publisher, or Website owner that’s considering a native ad strategy.


But fear not! that’s why we have the IAB!

That said, if you don’t have time to read all the coverage about Native Advertising, a good place to start is the IAB Native Advertising Playbook. The IAB has done a nice job of collecting information, coalescing opinions, and putting together a nice framework as a guide for developing a native strategy.

Here are six key things to consider which are covered in detail in the report:

  • Form: How does the ad fit within the design of the page?
  • Function: How does the ad behave compared to the rest of the page?
  • Integration: To what degree does the unit “match” the rest of the page?
  • Buying and Targeting: Specific site or page or across a network?
  • Measurement: What are the metrics for success?
  • Disclosure: How is the ad unit identified as . . . an ad unit?!

Native advertising is here to stay for one reason: consumer behavior. It’s not easy to engage any consumer these days. Content is king because consumers have more content choices while learning to filter out non-relevant advertising. At the same time brands and publishers need to drive advertising and Website metrics while having more confidence they’re reaching the right consumer with the right message.

AddThis tools, data, and services are playing an important role in the overall trend to deliver better Website experiences that increase content engagement. Today we’re dreaming up new ways to help you strike the right balance between content personalization and discovery. So stay tuned in 2014!