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13 Predictions For Native Advertising 2022

David Jenkins Feb 9, 2022

Frequently Asked Questions

What is the main prediction for native advertising in 2022?

The main prediction is a shift toward branded content and non-intrusive, contextually relevant ad experiences as privacy initiatives reduce reliance on cookie-based targeting.

How will privacy initiatives affect advertising strategies?

Privacy changes will push advertisers away from cookie-dependent targeting and toward contextual and content-integrated approaches that test narratives and nurture consumers through purchase journeys.

Why should advertisers invest in branded content?

Branded content integrates seamlessly with editorial, is less intrusive, and better connects with consumers who increasingly spend time consuming content; it also helps test messaging and build credibility amid growing ad skepticism.

How can advertisers make ads more acceptable to consumers with ad blockers?

Advertisers should deliver lighter, non-intrusive experiences that are useful, entertaining or educational and that integrate with publisher content — consumers with ad blockers are more willing to accept such ads.

Where can I read the full original article?

The full article is available on the Native Advertising Institute site: https://offers.nativeadvertisinginstitute.com/13predictions2022

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Original Article

13 Predictions For Native Advertising 2022

Native Advertising Institute | February 9, 2022 - Focus your native advertising efforts this year to build credible and relevant messaging that cuts through this era of increasing noise and misinformation. Leading voices in the industry predict what’s in store for the world of native advertising in 2022. Get inspiration to focus your organization’s native advertising efforts this year.

David Jenkins, Commercial Director at Nativo:

Impact of shift in privacy initiatives

Consumers are currently undergoing a massive behaviour shift, forcing advertisers to adopt a content-focused approach towards their advertising strategies. Studies show that 47% of consumers have a negative attitude towards advertising, and 63% of consumers who have ad blockers are willing to accept ads if their experiences are light and non-intrusive. Furthermore, in 2021, 80% of consumers spent the same or more time reading or watching content compared to the previous year.

The takeaway? To meaningfully connect with their target consumers, advertisers will shift their focus to branded content and ad experiences that seamlessly integrate into editorial content within the publisher’s site.

My prediction is twofold: First, with recent shifts in privacy initiatives, advertising – specifically branded content – will be used to test narratives and nurture consumers through their purchase journeys. Second, in 2022, we’ll see a sea change from cookie-dependent targeting to non-intrusive and contextually relevant advertising experiences that engage, educate, entertain and meet consumers where they are in their journey.

Read the full article on Native Advertising Institute