Publisher Sound Alliance has predicted a doubling of native ad revenues over the next year despite increased competition from the likes of Buzzfeed, the Mail Online and the more established national press.
Ackland recently told AdNews that native advertising revenues had hit 19% since launching its native advertising operation one year ago. Ackland said today he expects similar growth for the coming year.
“We have only just scratched the surface of what's going to happen in native,” he said.
“New players coming into the market, like Buzzfeed, are trying it out, which is great – it will educate the market more about what native is and will gain more recognition for it. The more established the category becomes, the better it is for us.”
“Yes I do [think we can double up revenues this year],” Ackland said. “Lots of new brands are entering the space and I think budgets are only going to grow for native.
“We are pretty aggressive about what we think native is going to do. It will become an increasingly large part of the media mix. Almost every creative brief we are given now, we go back with a native response.”
Sound Alliance has just published its 200th piece of native advertising since launching its native product a year ago with pop culture online publication Junkee.
The latest piece – 'Ten real life fails you should try to avoid' for Visa – follows the agency's native work for brands including Telstra, Officeworks, Intel and Rekorderlig Cider.
Sound Alliance was the first Australian publisher to appoint a full time native advertising editor last year.
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