Advertising seems a contemporary tool. But you will be shocked to know that advertising has a history that dates back to ancient Greece and ancient Rome! It started when street vendors called out to potential customers passing by to hail their merchandize and convince the people to buy them. Commercial messages and political campaign displays have been found in the ruins of various civilizations including Pompeii and Ancient Arabia.
Over centuries, advertising has evolved; with the establishment of brands, the need to market and advertise magnified. Time has seen some great advertising agencies making breakthrough strides through television, print, radio and outdoor. Generations have been inspired by advertising to buy products; but as is the case with everything, orthodox advertising tools also started seeing a decline. Then a new kind of web was woven around the globe. It is called the internet.
The internet, where connects millions around the world through social websites and is responsible for terabytes of information shared, has also become a very effective medium for advertising. This contemporary advertising is also known as Native Advertising. More and more publishers are investing in native advertising to maximize the effects of their messages. The content is high quality; it is delivered in-stream and is selective. Promoted tweets and sponsored stories on Facebook are a few examples of native advertising. This new form of advertising is not without its own sets of problems. Banner ads have had a big decrease in fame, with the click through rate falling from 9% in 2000 to 0.2% in 2012. However, the biggest benefit of native advertising is user experience, which, according to 70% agency creative is the most important. The success of native advertising is evident from the fact that the increase in ad spending on it is expected to increase by 12.6% in 2013 as compared to the current year (in a poll of over 200 media buyers). A larger number of investors have also shown interest in investing more in native advertising. Moreover, a large number of investors agree that adding native advertising to their arsenal is vital.
The Infographic below will give a clear picture of the rise of native advertising.
Src: Solve Media