We often think of those in the advertising world as masters of simple yet provocative messages. But if we look closer, cutting through the clutter of the constant disruptions people experience and then delivering a compelling ad takes a lot of work. Successful ad campaigns can take days if not weeks of thought, iteration and late-night panic. But even that is not enough.
Powerful ads stick with us because we see them, talk about them and even tell our friends about them. This is where the advertising machine attempts to maneuver its way through the minefield of publishers and networks, all while consulting maps of spreadsheets and mathematical formulas to deliver the right message to the right people at the right time. And that is anything but simple.
So it is no wonder the two watchwords of the industry today are “native” and “programmatic.” Research byeMarketer predicts native ad spending on social sites willreach $5 billion by 2017. This year, programmatic ad buying will account for almost 50% of the U.S. digital display market. Given that, it makes sense for native ads to become part of the scalable, programmatic ecosystem.
