Can Native Ads Offer Newspapers a Lifeline?

This week we’re discussing native ads, is this the lifeline the press needs to arrest the ongoing decline in revenue?

The native ad market is growing at an exponential pace, blurring the lines between editorial and advertising. As a full service digital agency we use native ads to promote content, driving the reach we need to engage the right audiences.

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Santa’s big day is looming large and to marketers (and social media) that means Christmas promotions and the launch of the big retailers’ Christmas ads. Whether you’re a fan of Buster the Boxer, Kevin the Carrot or Waitrose’s Robin, there’s plenty of multi-million pound Christmas cheer to enjoy this year.

Buster the Boxer

Buster was not happy with socks AGAIN!

But spend any time on social media at the moment, and it’s hard to miss another side of the Christmas advertising coin. Without going into the politics of 2016, I think we can all agree it’s been a tumultuous year and certain aspects of society, both positive and negative, have seen substantially more light of day than before.  Who or what is responsible for the shift that’s happening is not for discussion here, but the Stop Funding Hate campaign provides an interesting perspective on the responsibility (or lack of?) that big money advertisers have for supporting allegedly divisive newspapers by providing them with advertising funds. Add to this the rise in usage of adblocking technologies and the nose dive in revenue from more traditional digital advertising streams and you’ve got an industry looking at a high level of disruption and probably feeling rather shell-shocked.

So what, if anything, is the answer?

While it may not be a panacea, the emergence of native advertising in recent years has provided significant revenue streams, calming the nerves of executives and journalists anxious about the future. But is it enough?Continue reading