The Future of Advertisement

Wenting Lu

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The Future of Advertisement

        Traditional display advertisings, such as banners, prerolls, and pop-ups, were most familiar with people when they surfing online. However, these ads did not attract people’s eyes any more. In 2000, the click through rate of banner ads was 9 percent, while it was 0.2 percent in 2012. That meant 99.8% of banner ads were ignored. In the near future, native advertising would become a new approach to advertising brands, services, and products. It has existed but most of people did not know it. It attracted people’s attention and merchants would like to pay for it.

        Native advertising meant to use content on the website to promote the product. Hallett, a journalist from theGuardian.com, defined the native ads as “a sub-set of the catch-all content marketing, meaning the practice of using content to build trust and engagement with would-be customers”. It was a new model about how brands worked with online publications to reach audience.  The content may be written, it may be filmed, it may be a song, or it may be curated.

        Though it was not familiar with audience now, it was a success. Content Market Association (CMA) summarized that success lied in creating exact content for the only brand who paying for it, for the publisher who needed to retain its identity, for the audience who were to engage.

        In 2013, 57 percent of venture capitalists, private equity firms, and angel donors said they were likely or very likely to invest in companies that sold native advertisings. 34 percent of publishers said they were likely or very likely to add native ads option to their menus.

        70 percent of agency creatives said user experience was most important in native advertising. If the future of advertisement could be lead by the native ads, this meant the future of ads could be lead by the audience.