Native advertising will become the more preferred form of advertising by 2025, according to a new study from AOL UK.
‘The Native Age’ reveals a new breed of consumer, Generation N, who AOL describes as a “fast-moving, tech-savvy, multi-screening generation” that are increasingly attracted by engaging, useful and entertaining content.
AOL claims that Generation N will hugely affect decisions made by advertisers, marketers, journalists and editors.
More than two thirds of the 18-24 age group said that interesting and useful content is most likely to make them interact with a brand or company online, while just under 30% said the same for entertaining and fun content.
For this age group, published brand content is most likely to make a brand appeal (26%), followed by Facebook sponsored stories (22%). Just 9% said that they favoured standard display ads, while 75% of consumers across the board said that online ads should be ‘less forced’.
“Native advertising may well be the latest advertising buzzword, but our research proves this emerging advertising channel will become a force to be reckoned with, offering a highly effective platform for brands and a growing revenue stream for the media owners willing to adapt and embrace it,” said Noel Penzer, AOL UK country manager.
“The results of our study show that media and advertisers need to lead the way forward in this Native Age.”
Carla Buzasi, editor-in-chief of AOL UK and The Huffington Post UK, said: “As a media owner and publisher, we see the opportunity for brands to capitalise on the platforms we are building editorially. As audiences get smarter about the kind of content they consume, advertising needs to look outside its own world and target those with the experience and knowledge to deliver it.
“Native advertising formats are hugely effective on The Huffington Post – a site where users expect, and enjoy consuming, quality content that resonates with their passions and interests.”
