What’s a name? A look at 2017 native trends

14 Dec What’s a name? A look at 2017 native trends

2017 has been a big year for native advertising. With seamless presentation and the ability to better engage with consumers, native has become one of the most important forms of advertising.

As we near the end of 2017 at Content That Works, we’re reflecting on the major trends in native this year:


Native advertising is increasingly popular on mobile devices – the main benefit being uninterrupted mobile browsing, which leads to greater viewing rates. Each ad looks authentic and fun – something people want to engage with. Mobile native ads also allow advertisers to use mobile ID tracking to reach their target markets.

People use mobile devices for 59.9 percent of their internet research, according to SimilarWeb, and thanks to native advertising, conversion rates are at an all-time high. Users that are targeted with native ads are more likely to buy because the ads are specifically tailored to them, making native ads far less intrusive and jarring to the user’s experience than a classic banner ad. According to research conducted by Business Insider, native will account for 63.2 percent of all mobile ads, leading to roughly $53 billion in advertiser spending.[/vc_column_text][/vc_column][/vc_row]

Social Media

Social platforms such as Facebook and Instagram continue to utilize native advertising to gear branded content to the right audiences. Better known as a “sponsored” post, users see the word “sponsored” at the top of a branded Instagram or Facebook post, expanding the message to social media audiences, and effectively labeling an ad.

Celebrities are playing a starring role in sponsored content distribution. Visit any major movie, television or music stars social media feed and you’re almost guaranteed to spot a few sponsored content posts. In 2017, Coach partnered with Selena Gomez to promote a purse collection on Instagram. Her posts with the bags were all sponsored by Coach, and featured the hashtag “#coachxselena” – labeling the post so that targeted audiences would see the ad and find related content via this hashtag.

In the content world, proper labeling is key to connecting with audience. This brings us to our final trend, in conjunction with a Content That Works announcement:

Sponsored Content

The term “sponsored content” has grown to be widely recognized by consumers as on-brand advertising, and the term continues to grow in popularity as the biggest names in entertainment constantly tout trendy products in sponsored ads. The “sponsored” label in the top right corner of social or mobile ads tells people the ad is being paid for by a brand, and is geared to them.

Consumers may also notice term in print as well. A 2017 report by the Native Advertising Institute found that 56 percent of magazine executives labeled native content as “sponsored content” in their publications.

Keeping up with consumer terminology, Content That Works is transitioning from using the term native advertising, to sponsored content. While much has been written about the nuances between the two terms, our goal is to stay in-line with consumers and trends within our industry and recognize that by labeling our product as sponsored content, we will be communicating our mission more effectively to our customers and the clients they serve.

Soon, you’ll begin to see the words “sponsored content” replacing “native advertising” across our website and social platforms – we’re excited to help our clients grow their sponsored content strategies in 2018 and beyond with informative, entertaining and engaging content!