Investment in native advertising will soon account for the lion's share of mobile adspend, as brands seek to overcome consumer fatigue with banners and pre-rolls. But beating ad blockers is only part of the solution, and the International Conference on Online Media Measurement (I-COM) 2017 conference in Porto heard that the advertising industry has a duty not just to 'go native' but to do native advertising well – or it risks creating yet another turn-off for consumers.
Ilana Westerman, CEO at Create with Context, said native advertising – essentially, advertiser-created content that looks more like part of the publication in...