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BizReport : Advertising : January 09, 2015

Expert: Look for native, social ads to skyrocket this year

Look for native and social advertising formats to see significant growth in 2015. That is the word from one expert, who also believes the amount of monetizable ad inventory will go down. Here's what brands and look for in 2015:

by Kristina Knight

First, less available inventory.

"A backlash against publishers of questionable quality will result in a decrease in the number of small to mid-size publishers in 2015. The more viable ones will be acquired by/consolidated into larger media companies, while others notorious for serving too many ads per page, or otherwise not meeting new standards for ad viewability, will be forced to shut down due to a reduction in revenue," said Philippe Guelton, CEO, SheKnows Media. "Most digital agencies will demand 100 percent viewability from online publishers, greatly impacting the amount of available/monetizable inventory. This will enable both publishers and advertisers to reach a consensus on the true value of the inventory, resulting in reduced waste and better performance."

Second, people will consume more content via mobile devices.

"Desktop advertising spending will decrease year over year, driven by the growth of content consumption on mobile and connected wearable devices," said Guelton. "Content consumption on mobile will largely surpass content consumption on desktop for the first time. Marketers who have already implemented mobile-first and online-to-offline strategies will be the greatest beneficiaries of that shift."

Third, an increase in native and social advertising.

"Native and social advertising will grow faster than any other types of advertising. Continuing problems with fraud in display and video advertising will be a key driver of the growth of these other channels. The growth in native will especially be driven by the anticipated rise of connected wearable devices," said Guelton.

Tags: advertising trends, native advertising, SheKnows Media, social marketing, social network ads

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