It's strange—and a bit maddening—when you think about it: While digital has fundamentally changed how we think about advertising, a lot of us still set up our campaigns in more or less the same ways we did before the Internet came along.
Fred Wilson is one of the leaders of the New York tech scene, which has grown exponentially over the last five years. Over three years ago, Wilson, a seasoned venture capitalist, coined the term ‘native ad’, that described a new form of advertising.
Since the first website banner ad appeared more than 20 years ago, the web has changed dramatically, marketing included. Though it might not strictly be true that we’re more likely to climb Mount Everest than click on a banner ad, there’s no doubt that banners have lost their mojo.
Native advertising is becoming one of the biggest trends in content marketing and for good reason. As time has passed, traditional types of online advertising, like banner ads, have lost their ability to attract consumer interest and lead the consumer to the advertiser’s website.