By Performance Director for Packed.House, Niall Murtagh.

Native advertising is a channel that has exploded in popularity, with 69% of all display spend in the USA in 2019 running in native formats and predicted further growth of 600% in the next 5 years globally.

What has been the change in consumption and consumer behaviour that has seen such a dramatic shift and how can you capitalise on this to drive business results?

Twenty-five years ago Yahoo was born, Google was a PHD project for 2 people and we were still 14 years away from the iPhone. Suffice to say a lot has changed in that time and display banners which were devised for people consuming media on desktops and laptops are no longer the optimum way to reach a largely smartphone audience.

In 2015, Verizon Media launched into the media space with acquisitions of Yahoo & AOL and pivoted their business to a native first approach. This has quickly become the star performing product line and a multi-billion dollar business globally.

It was great to host a webinar on ‘Making the Most of Native Advertising’ in partnership with Verizon Media. In this webinar we share the journey Verizon Media have been on and user behaviour research they carried out that informed how they built out their native platform. Moreover, we look at a significant piece of research – Redefining Native – which Verizon Media undertook with 6,000 strong survey results to uncover some insights into native as a channel.

The webinar also looks at some case studies of successful campaigns in the Irish market and a few takeaways for brands considering running a campaign.

With the Covid-19 pandemic forcing more people to do their shopping online, there has never been a better time to speak to a captive audience using native advertising to drive results that directly improve your companies bottom line.

Watch the full webinar below and if you have any queries or questions please email [email protected].

Webinar recorded on April 22nd 2020.