2016 Digital Trends: Native Advertising

December 15, 2015 - By: Sarah Pease

Last week we looked at the
digital marketing trends companies like AOL and BuzzFeed are focusing on in 2016. Today, we’re discussing native advertising and Yahoo. Yahoo has always been a fan of original content, and now it plans to focus on mobile native advertising.
Yahoo’s senior director of audience solutions, Dora Michail, told Marketing Week that, “It’s important to think about how the user interacts with their mobile and what they want to see when they’re using it.” “We’ve created native ad opportunities that really fit with the content. It’s a very easy way of a user to engage with the content as well be served relevant ads,” she said. Did we happen to mention that spending on native advertising is
projected to reach $21 billion by 2018? Check out these examples of companies using native advertising:

  • Mashable and MasterCard - Created a graphic-centric article on how people use their mobile devices and how our relationships with them has evolved. The sponsored post included a large section at the beginning detailing MasterCard's digital payment system.
  • SB Nation and Nike – Six NFL players returned to their high schools for summer training and created a video pep talk encouraging young athletes to keep pushing themselves.

Tell us in the comments if you have or would use native advertising to promote an event or race.