Native advertising is about distribution – “Content without proper distribution is worthless”


Strossle’s Rickard Lawson believes that advertising that does not bother will become more common in the future.

When Google and Facebook emphasise user-friendliness, native advertising wins, says Rickard Lawson, Senior Vice President for Publishing Relations at Strossle, who specializes in content and native advertising. He spoke at the event organised by the IAB of the trends of native advertising. Lawson believes that the characteristics of native advertising are emphasised when trying to clean up your services to be more user-friendly. Google has announced that it will clear out annoying or overwhelming advertising and Facebook has begun to emphasise the role of users and communities.

“Advertising that does not bother, is becoming more common,” Lawson says.

Lawson’s forecast is no different from other trends in marketing: mobile popularity is growing, and the behavior of the millennium and younger Z-generation must be taken into account in marketing. Lawson is convinced that the popularity of added reality is growing in native advertising. Content that deepens the user experience is becoming more common. As an example, Lawson brings a native advertisement of the Narcos series produced by Netflix, published in the Wall Street Journal, on the Cocaineconomics magazine’s website. It contains a series of articles of Pablo Escobar, containing interactive maps, tables and a series of trailers.

Lawson underlines the fact that native advertising is more about distribution than actual marketing. In native advertising, 70 percent of the budget should go to distribution, 20 percent to content creation, and 10 percent to analysis of results.

“Content without proper distribution is worthless,” Lawson says.

Source: The article is published in Marmai on March 26, 2018.

More about Strossle:

Lauri Loikkanen +358 40 172 8951 / lauri.loikkanen (a)

Strossle is a partner for native advertising. Strossle’s technology enables a personalized media experience for every visitor on each pageview. For advertisers Strossle provides with a natural and efficient distribution channel for its content in high-quality medias. To make advertising especially effective Strossle enables to target ads based on AI and ensures that advertisements always appear in the media’s natural content. At present, Strossle technology is used by over 500 publishers in the Nordic countries, the Netherlands and Spain.

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