Is Native Advertising Sustainable For The Long Haul?
Have you ever come close to clicking on an article headline, only to notice that it was “sponsored content,” and not officially published material? If not, you’ve probably clicked one of these links without even realizing it.
To many consumers, these might as well be typical articles. But experienced marketers know them by another name: native advertising. It’s estimated that native ads will be responsible for 74 percent of all ad revenue by 2021, and it’s already poised to reach $21 billion this year. With a novel concept, backing by thousands of marketers and publishers, and a trajectory of exponential growth, it’s no wonder why so many people are excited about the trend.
But here’s the thing: it’s unsustainable.