Following the hype of native advertising in 2014, here are some insights into what to expect in 2015.
2014 saw mobile content consumption tip over the 50% mark: we now spend more time on mobile than we do on TV.
In June, The Guardian revealed that 60% of weekend readership is now on mobile.
As if we needed more evidence, Facebook’s Q4 earnings show that they generated 66% of revenues from mobile ads.
Building upon this trend, in 2015 we will continue to see mobile rise.
Brands need to make sure that the content they create is designed mobile-first, not second, taking into account the close screen and feed-based environment of the mobile experience.
The rise of the content card
In a mobile-first world, user experience is critical.
The content card will become a standardised format for presenting content across all social platforms and digital media publishers.Twitter and Facebook have led the way, serving up elegant user and advertiser content in feeds. Companies like Sharethrough are leading the charge in helping traditional publishers transition to a card format.
For advertisers and publishers, the card provides an exciting opportunity for brands to distribute a myriad of content formats — from Vines, to SoundCloud to SlideShare. For users, cards provides a seamless UX to enjoy and engage content through.
Native goes programmatic
As brands create more content, efficiencies of both creation and distribution will become increasingly important.
Programmatic buying will enable efficient scaling. Programmatic native will shape to be distinct from programmatic display, taking into account the natural challenges of content-at-scale.
The biggest difference between programmatic native and traditional programmatic display is that native deals with brand content (e.g. Vines, YouTube, Instagram, articles) which is embedded in the feeds of publishers — alongside editorial content (as below).
Because native programmatic deals with content, there’s a need for quality controls. Companies like Sharethrough have created algorithms like the Content Quality Score to help measure the quality of content via third party signals (sentiment analysis, social media shares, likes, etc.).There’s a need for human editorial checks too, so publishers feel assured that low quality content won’t show up on their sites.
The headline is the new tagline
As people consume content via feeds, the headline will continue to increase in value.
For brands, the headline will become the new tagline.
The core reason for this is the difference in the way people consume content in feeds compared standard web pages. Users tend to read headlines in a feed as they scroll , while they tend to look at webpages.
According to Nielsen, 79% of people consume content via a headline, not the content itself.
Brands and copywriters will get a step ahead if they hone their skills in crafting headlines rather than taglines.