predictions for native advertising 2018 - Amic

... we will see more creative and engaging content that will be more multimedia and multi-platform in nature. Storytelling and creativity will beat pushy, irrelevant and tacky forms of advertising and restore advertising's good name. Brands will understand that native is now. NataÅ¡a Å udelija, Head of Native Advertising, 24sata ...
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PREDICTIONS FOR NATIVE ADVERTISING 201 8

Table of Contents #1 Anda Gansca

#19 Rickard Lawson

#2 Taj Forer

#20 Irina Pashina

#3 Melanie Deziel

#21 Karsten Jentsch

#4 Erin Lanuti

#22 Pete Fergusson

#5 Kim Robertz

#23 Line Prasz

#6 Rita Orschiedt

#24 Ally Stuart

#7 Alex Erlmeier

#25 Benjamin Solomon

#8 Jeppe Madsbad Lauritzen

#26 Julien Mosse

#9 Stephanie Losee

#27 Maria Marteleur



#10 Joie Healy

#28 Pontus Staunstrup

#11 Chad Pollitt

#29 Jacob Stensdal,

#12 Annie Granatstein

#30 Mickael Ferreira,

#13 Hannah Meium

#31 Lauren Reddy

#14 Thomas Stokholm

#32 Lindsey Clarke

#15 Lon Otremba

#33 Susan Borst

#16 Nataša Šudelija

#34 Jesper Laursen

#17 Johannes Ceh

#35 Ana Plisic

#18 Jonna Ekman

#36 Michael Villasenor

TO AC K G O B PAG E THIS

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Introduction

2018 – We Are Ready for the Future of Native Advertising. Question is: Are you? As 2018 has just begun, we are all taking a step back to reflect and look forward. With a new year comes new opportunities, new silver linings, and new goals to strive for to become even more excellent than you were yesterday. And in order to develop your 2018 native advertising moonshot strategy, it might be the time to take advice from your peers. This also applies to the peers that are related to the native advertising industry - the NAI community.

While native advertising is still a somewhat adolescent discipline, it’s a discipline that’s growing up fast and here at the Native Advertising Institute expectations are high for all the native advertising work we are going to see in 2018. Your work included. Therefore, our hope is that this ebook will give you a gentle push in the right direction in terms of getting your mindset right and being ready to buckle up for what’s coming up next.

If you are planning on becoming a more glorious version of yourself as a native ad practitioner in 2018, take a look at these deep insights and reflections from renowned native advertising professionals.

As this quote aptly puts it: “Dear Past, thank you for all the lessons. Dear Future, I am ready!!!”

This ebook presents you with 36 predictions from native advertising experts around the world who share what it takes for you to become truly successful with native advertising in 2018.

Jesper Laursen Founder and CEO, Native Advertising Institute

3  /  Published by: Native Advertising Institute

Editor: Johanne Eliasson

Best wishes,

Design: Askan Thomas

Anda Gansca,  CEO and Co-Founder, Knotch

Going back to being human and more content studios I will go against the grain here and say that, as much as I am a technologist and want to believe that we should scale content production and make it real time targeted, I actually believe that the power of native advertising, to some extent, comes from the fact that it is so personal and so immersive. So I actually think that a trend for 2018 will be going back to being human, which means bigger campaigns that are higher touch and a lot more personal to the audience. Another trend — that is almost the opposite of this — is that we will see brands building their own content studios. These content studios will possibly be a little bit more nimble, creating more snackable content that can scale. Then we will see a difference between the same brand working with someone like the New York Times or big content partners that can create a really immersive campaign, while at the same time focusing on really cost-effective, snac