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The Recipe for Great Native Advertising: Relevance, Labeling, and Editorial Standards

Oct 4, 2017

What is the secret to good native advertising? What is the biggest challenge for native advertising? What is the future of native advertising?

We ask the world's leading native advertising specialists in our short form video series #NativeAdSecrets.

Here, Michael Birnstock, Team Lead of Partnerships at Deutche Bahn AG, who was a speaker at the Native Advertising DAYS 2016. 

The secret to good native advertising is...

A secret of good native advertising is that the content has to be close to the editorials and the content has to be relevant, but it has to be labeled as well so that it can be authentic to the audience.

The biggest challenge to native advertising is...

I think, to really be of relevance to the audience you want to reach and to tell true and believable stories and content marketing.

The future of native advertising is...

The future of native advertising is for me two things. One is that publishers and agencies will work closer together. And the second thing is that there will be more VR in native advertising -- and influencer marketing will be integrated into native advertising.

Learn more from Michael Birnstock in this interview where he explains how Deutsche Bahn went from buying one-page print advertorials to being a digital brand hub using native advertising. 

DOWNLOAD: Native Advertising Trends 2017 - The Magazine Industry


Johanne Eliasson is the former editor of the Native Advertising Institute.

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