In a consumer world that craves personalisation and hates the sell, native should have been brands’ golden ticket to engagement and loyalty, by delivering key branded insight to consumers of online media to complement editorial.
In a highly competitive online media world dominated by clutter and intrusive advertising that’s driving away readers, native should have been publishers’ route to readability and working with brands not simply to increase revenues, but also to add value to the consumer experience through co-creating relevant content.
So what went wrong?
The answer is content.
The most important part of the native equation was neglected by brands, agencies and publishers.