Sharethrough’s NATIVE 2016 is coming up on July 19 at the SFJAZZ Center in San Francisco.
The NATIVE series, now in its fourth year, has served throughout this time as a platform for publishers and brands to present their vision for the next chapter of the native story.
And there has never been a more exciting time for this conversation to be taking place. Native has emerged as a north star for the evolution of advertising, driven by the technical expertise of Silicon Valley giants and the editorial savvy of leading media companies like CBS, The New York Times and The Atlantic.
With platform giants Google and Facebook set to speak and leading publishers like CBS and Politico sharing the stage alongside major brands and ad-tech innovators like The Trade Desk and AppNexus, the 2016 NATIVE Summit is an important event no matter what side of the media equation you’re on.
Last week we profiled our first five reasons why you shouldn't miss that event, but just in case you needed more convincing, here are five more reasons why our NATIVE Summit might just be too important to ignore.
Native is the dominant format on mobile, and consumers live on mobile
Recently published research from Facebook (whose Head of Ad Tech Dave Jakubowski will be speaking at the NATIVE Summit this year) estimates that mobile ad spending will comprise three quarters of all digital ad spend by 2020, with native advertising making up close to two-thirds of global mobile display advertising.
Content feeds on mobile are driving powerful new audience behaviors
Today’s consumer lives in the feed, spending as much as three hours each day inside apps, by some accounts. The feed has become a dominant and powerful design paradigm, and it’s influence has spread from mobile over to desktop. As profiled in Digiday, when the Washingtonian redesigned its homepage into a traditional feed format unique visitors to their homepage jumped 18 percent, while bounce rate declined 30 percent. As Sharethrough President Patrick Keane (who will be on stage at the NATIVE Summit) outlined in Recode recently, the feed has driven new audience behaviors that smart brands need to come to grips with.
Native video is helping to migrate TV dollars online
According to a recent report in AdAge, as many as 40 percent of advertisers are now willing to consider moving their TV dollars online. Facebook receives 8 billion native video views each day and sold over $700 million worth of native video ads in 2015, a figure that is expected to increase to $2 billion this year.
Smart brands are figuring out how to optimize for native video
Approximately 85 percent of all video on Facebook is watched without any sound. With video running alongside headlines, the key to native video is actually reading, not watching. Brands are tailoring content to this environment, captioning videos and including large text in the opening seconds of an ad (like this Budweiser ad, for instance). Completion rates aren’t as important as they used to be. With native video, the first ten seconds of a video can drive up to 74 percent of the total impact on ad recall, brand awareness and purchase intent.
Native advertising provides a good user experience and can act as a counter to ad blockers
In a recent Sharethrough study of Millennial experiences with native advertising, 64 percent said they used ad blockers because ads made a site look cluttered or interrupted the user experience, while 80 percent said that native ads provided a good user experience.