When we speak about future, “uncertainty” is the first word that comes to mind. Native Advertising Institute took a shot at predicting what native advertising will look like in 2017. According to it, this year’s native advertising might become even more creative and transparent. Let’s have a look, what to expect from native advertising this year.

• Publishing agencies will turn into white-label content providers. Stephanie Losee, Head of Content, at Visa,  thinks that changes in workflow and market situation may force some agencies to turn into organizations, that actually take on outsourced jobs.
• More video-related ads and advertising solutions. In 2017 there will be more programmatic video solutions, since the potential of that feature hasn’t been used to its full capacity in 2016.
• Native advertisement will scale. Ben Young, CEO at Nudge, considers 2016 a year when the concept of native content was only developing. He thinks that in 2017 brands and companies will produce less volumes of content, but instead it will become “smarter”.
• Companies will put more resources into native advertising and social networks. More and more brands will turn to more innovative advertising techniques, such as integration with social networks and native content.
• Industry will contribute to native platforms. An outburst in the native platforms will be developping. Social networks and media content providers will work together to create more appealing, creative and beautiful ads.
• Technology and creativity will determine the growth of native platforms. The most changes will affect three areas: first, the technological advance will allow for more profitable targeting. Second, technologies will help to deliver right content to the potential clients. And third, technologies will track the effectiveness of the process.
• More virtual reality, 360 and live videos. A great potential is in live feeds and 360 video advertisement that will not provide a content only, but an experience for clients to consume.
• We will witness the birth of Native Ad Studio. According to Jesper Laursen, Founder and CEO at Native Advertising Institute, in 2017 native content studios will provide quality ads to reach most specific audiences.
• Videos, mobile and data will be the center of attention in 2017. We will see more p2p marketplaces, and native buying will become more seamless and scalable.
• More creativity in content. Ads in 2017 will become more creative and entertaining, with more companies trying to draw consumer’s attention with creativity.
• Native advertising will reshape itself to integrate into consumer-preferred platforms. Relevancy and automated distribution will be the key trends of 2017.
• Advertisement quality will go up. In 2017 the overall quality of the content will increase to match the consumer’s preferences.
• Companies will realize that communicating with consumers is better, than displaying. More marketers will turn to native content.
• Less banners and more native ads on mobile. Native advertisement will overtake mobile ads market.
• Brands will use the help of content-providers. More in-house content studios will be used instead of direct advertising.
• A new video-related advertisement hybrid will appear.
• Native ads will be marked as such. Pontus Staunstrup, Head of Content Strategy and Social Media at PostNord, hopes that in 2017 every ad will be clearly labeled as advertisement.
• Native advertising will take full advantage of social networks. Iliyana Stareva, Senior Channel Consultant at HubSpot, thinks that most part of the native content will be deployed on social networks.
• Native content will make the media giants move. Rhian Mason, Native Advertising and Content Marketing Specialist, is assured that the need to institute native content will force the new platforms and cross-platform solutions to appear.
• Native content will become more common, it will be definetely a mainstream.
• Companies and brands want to see high-quality native ads. A high bar will be set by brands and publishers for native content in 2017.
• 2017 is the year of creativity for native ads. We probably will see a lot of splendid and creative content solutions in an upcoming year.

Finding the right platform to reach your clients was never an easy task, but we hope these 23 predictions on native ads will help you gain more success in 2017.