Why native advertising is essential for publishers and brands
Native content (not be confused with advertorials, content marketing or intent marketing) is here to stay, and its benefits are vastly underrated, writes Alexandra Tselios in a guest post.
Mumbrella recently published an article about the IAB’s new guidelines and consultative measures, looking in particular at ad-blocking and 360-degree video ads.
Fears around ad-blocking in Australia are consistently on the rise despite some declaring it as not only just one of many threats, but potentially even an overstated threat.
The oft-cited research that ad-blocking is the sole destroyer of all publishing models is definitely dramatic. But many other statistics are also alarming. Other dramatic reports include that we are more likely to survive a plane crash than purposefully click on an ad banner.
Multiple factors come into play, but one of the most crucial is the way we as publishers approach our relationships with commercial partners and advertisers.
