The ascent of native advertising and the five trends shaping custom content

This article highlights the benefits of native advertising, which clients recognise for its ability to create relevant associations between brand and consumer.

The ascent of native advertising and the five trends shaping custom content

David Ward

Over the past decade, custom content has shifted rapidly from the traditional custom publishing print model to a digital, always-on platform — an agnostic suite of tools used by brands to break away from the chains of traditional advertising.

For all the disruption that the transition to digital has caused for virtually every other medium, it's been a liberating experience for custom content creators. Brands have come to realize that they can now use native digital advertising to deliver custom content to consumers on a number...

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