As internet users continue to reject traditional online advertising, consumer startups and Fortune 500s alike are allocating bigger budgets to non-disruptive ad campaigns.
According to eMarketer, US native display ad spend will grow 20.2% to $52.75 billion.
It’s easy to see why native advertising excites everyone––it works, and it works well. That said, competition for the ever-shortening attention span of audiences is only getting steeper.
Given that humans remember only 30% of what they see, it’s critical to make great, click-worthy ads.
Here, we’re sharing the native advertising trends on the horizon for 2020 to help you get ready for the year ahead.
Native advertising trends to watch
If your ads are going to stand out on a native advertising platform, you need to keep a close eye on changing trends and best practices.
We’re providing the whole picture for your 2020 strategy. We got started by taking a look at some of the top native advertising statistics from 2019, and now we’re diving into predictions for 2020. Here is how the industry has evolved, and will continue to change into the new year.
1. Buying Method, Device, and Medium
In 2020, native advertising will become more programmatic and more mobile-focused, but social will see a small decline as a primary ad medium.
For most brands and agencies, this means you’re in good company when it comes to your buying methods. eMarketer is not expecting drastic ups and downs in any of these areas.
And, by the end of 2020, advertisers will devote nearly two-thirds of display budget to native ads.
There’s no beating around the bush anymore: native advertising is winning display budgets. If most of your budget is still going elsewhere––maybe to banners (yikes!)––you may want to reconsider native as an alternative. Here, and other places you may historically have spent your display budget.
2. Context is Key
According to The Drum, engagement is 50% higher on premium editorial sites than during general free browsing. This means you’ll need to keep the sites you’re targeting top of mind when running and building new campaigns. Your brand is in the context that publication provides, so align your brand with the appropriate publishers for you.
That being said, do keep an open mind. The types of sites that will work for your KPIs might be surprising, so test as widely as you’re comfortable with when you start, and narrow down your targeted sites keeping in mind both the strength of that publisher’s brand, as well as your own performance.
3. A Need that Native can Fill
The Content Marketing Institute reports that 70% of consumers say they prefer to learn about a product or service through content rather than traditional advertising. This gives advertisers space to get creative and create advertisements that feel informative rather than disruptive.
4. The Future is Video
According to Business Insider, digital video ad spending is rising faster than search and display. By the end of 2020, US digital video ad revenue will rise by a compound annual growth rate (CAGR) of 21.9%.
This fast rise means that developing a strong native video strategy is more important now than ever. Get to work on this early to leave room for testing and optimizing throughout the 2020.
5. Be Interactive
In past studies, it’s been found that 93% of marketers found interactive content to be effective. Native Advertising Institute breaks down the psychology behind this effectiveness, highlighting the level of personalization readers experience with interactive content. They also mention the sense of belonging and community that interactive content can bring––quiz results compelling enough to share on social media or discuss with a friend. Interactive content is engaging, and when done right, can also generate word-of-mouth results.
6. Targeting Gets Specific
As targeting capabilities evolves, marketers are latching on to get granular. Karina Tama-Rutigliano, Digital Marketing Specialist and Forbes Contributor, cites targeting capabilities as a differentiator when choosing native advertising platforms to work with, and goes on to say that she looks to be able to target by time, date, zip codes, buyer intent, and more––all made possible with ever-advancing targeting tools. This type of hyper-targeting is on the rise for 2020, and understanding the different ways you can target is imperative to stay ahead.
7. The Art of Retargeting
Hyper-targeting isn’t the only type of targeting that will see a rise in 2020. Retargeting, targeting people who have already shown interest in your product and are therefore more likely to convert, is becoming increasingly popular. According to Connectio, the reasons why are pretty clear. 3 out of 4 customers notice retargeted ads, and retargeting ads are 76% more likely to get clicks than regular display ads. Get noticed, and get noticed effectively.
8. Go Colorless
It may seem counterintuitive, but opting for black & white images over color has been a staple trend in our Taboola Trends for a while now.
The psychology behind it makes more sense than you’d think. When audiences see the same thing on repeat, they will inevitably become fatigued. This holds true for color. Using a black & white image over a colorful one can increase CTR by 47%. That increase is worth refraining from ROYGBIV and adding this to your 2020 repertoire.
And there you have it…
The new year ahead has exciting native advertising opportunities in store, and staying on top of the changing trends can help you better prepare. Learn more about how working with Taboola can help.