A strong proponent of leveraging advertising tools to drive business success, Mizhen forecasts that brands will increasingly refine their strategies to bypass obstacles like pop-ups and ad blockers commonly encountered on web pages.
-- Online marketing expert Boris Mizhen anticipates a significant transformation in native advertising this year. A strong proponent of leveraging advertising tools to drive business success, Mizhen forecasts that brands will increasingly refine their strategies to bypass obstacles like pop-ups and ad blockers commonly encountered on web pages.
Research suggests that 150 million people use some form of ad blocking software. Of these, 73% block ads because they’re interruptive. According to Mizhen, “The battle against adblocking methods will continue this year, but the result will be a more respectful native advertising experience for users.” As more publications adopt infinite scrolling on their websites, companies will be able to offer sponsored content without intruding on people’s experience.
The business strategist also predicts the growth of native video content starting this year. Silent autoplay videos, largely popularized by Facebook and further reinforced by Twitter, are expected to become a normal part of people’s browsing experience. Video consumption habits are shifting, which will ultimately cause marketers to allocate more money to their video ad spend soon. Boris Mizhen explains, “Native advertising videos contribute to brand recognition, as statistics suggest that people remember 50% more from a video compared to written content.”
The decrease of banner advertising will add to the rise of "Recommended Widgets", within native advertising, according to Boris Mizhen. The method of putting a banner ad at the top of a page has been replaced with creative placement so that native ads appear toward the end of a related article as recommended content. Mizhen expects brands to adapt specific videos according to consumer interests to drive real, emotional responses. Mizhen addresses that even publishers such as Forbes have expanded their native advertising content marketing platforms since they first launched. Their sponsored content platform, BrandVoice, was launched in 2010 and was optimized for mobile use the following year, hitting 10 million page views in 2013. Many of these platforms enable brands to publish native ads to the same streams as editorial content, and advertisers such as Toyota and AT&T are already committed to the technique.
Boris Mizhen is a prominent entrepreneur and business strategist. His extensive knowledge of online advertising and unparalleled instinct for online marketing has helped him provide high-quality services for publishers and consumers alike, delivering mutually beneficial outcomes for his clients. In addition to his work online, Mizhen is also a dedicated philanthropist, dedicating much time and money to charitable causes. Through the Boris Mizhen Family Trust, he has contributed to non-profit organizations including the Jewish Foundation's PACE Fund and the Chabad of Shoreline's Jacob Fund.
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