Native Strategy: Learning from the Mistakes of Display
Native Strategy: Learning from the Mistakes of Display

Native Strategy: Learning from the Mistakes of Display

4 years ago

Native advertising gives us a chance to re-write the online advertising rulebook by allowing us to come up with de-facto industry solutions and standards that will restore faith in online advertising across all major stakeholders. Identifying the Challenges As we prepare to enter 2015, it is clear that display advertising is increasingly suffering from an image problem. It is plagued by fraud and low creative standards. Traditional display advertising is becoming a dinosaur in an increasingly “Ëśmobile first’ world, where often the real estate simply does not exist in which to serve traditional banner ads. It is also undermined by poor performance. The Click Through Rate (CTR) is a much-maligned measure of advertising effectiveness – an entire topic of debate in its own right – but the reality is that for Direct Response (DR) advertisers especially, this remains a core Key Performance Indicator (KPI). Berating the KPI serves only to …

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