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Native ad spending hit US$1.自存倉6b in 2012 and is seen rising to US$2.8b by 2014SOON, effective advertising will start to be opted in - that's right, consumers will ask to be advertised to, say academics at the Wharton School, University of Pennsylvania.Catharine Findiesen Hays, executive director of the Wharton future of advertising programme at the school, told BizIT the world of advertising is splitting into traditional content marketing and what is known as "native advertising".Content marketing typically involves sponsored content such as articles, white papers and instructional videos, paid for by advertisers in order to reach out to audiences.According to Ms Hays, this form of advertising, including traditional TV and poster ads, will make way for native advertising, which aims to sit more comfortably within the online medium and will persuade readers to actively absorb its content.The potential for native advertising remains to be seen, although industry watchers are optimistic about its growth in the near term. eMarketer estimates that native ad spending in 2012 hit US$1.63 billion and will increase to US$2.85 billion by 2014.One flagbearer for native advertising is BuzzFeed.com. The site is populated by articles written by staff, but it also has some written by brands in the typical BuzzFeed style."You know it's sponsored, but you aren't turned off. You still willingly click on it, and we think this is going to be very powerful," said Ms Hays.This positive association between content and a brand marks a complete reversal in audience attitudes towards being sold a product, she added. "Because you know it's from a brand, we define native advertising as a format where it must be absolutely clear that it's sponsored, as well."But native ads can go wrong too.David Bell, professor of marketing at the Wharton School, pointed to the failed Scientology ad that ran on The Atlantic at the start of this year. The ad drew widespread flak from readers, and the publication's president had to apologise, acknowledging that the article was jarring against The Atlantic's identity.Mr Bell said that the labelling for the article wasn't clear enough, violating one of native advertising's core tenets. And because it didn't feel like one of The Atlantic's typical stories, it wasn't natural on that platform, he said."Native advertising is about getting the right person the right content at the right time," he said.Ms Hays said: "Let's say you trust Nikon. If they co迷你倉新蒲崗e up with an article that fits you, and fits the way you feel about the brand, you aren't jarred. And over time, you'll welcome articles from the brand."She said brands have to consider their ads more holistically, and include the right channels, how users are consuming those ads, and continually refine what's working. "People come to an advertising agency and say, I want a viral ad, but they don't consider whether that sort of ad fits the brand in the first place."The Wharton School has announced that it is collaborating with Yahoo Asia-Pacific to develop an industry framework for native advertising. Their collaboration will include tapping ad executives and social scientists for ideas, through online and roundtable discussions.Yahoo's push to exploring new ad media comes at a time when new CEO Marissa Mayer is watching over slowing revenues from its core business of digital display ads. Ms Mayer has, over the past year, moved to revitalise some of Yahoo's other content products such as the photo-sharing site Flickr, and recently acquired microblogging site Tumblr for US$1.1 billion.Yvonne Chang, managing director for India and South-east Asia at Yahoo, said advertisers in the region are fast warming to the newer forms of content-based marketing.Where traditional advertising formats confined advertisers to a 15 or 30-second TV commercial, the broader canvas of the Internet allows publishers to put a little more thought into generating a quality five-minute programme that could serve as a commercial too, she noted. In India, for example, where online penetration is just 10 per cent, big brands are still reaching mass audiences via TV, she said.But those which want to target the growing online audience are putting serious dollars into mobile and online ads.Over in Singapore, however, businesses don't seem to be using digital advertising to its full potential, she said."Singapore is a mature market, with 60 per cent online penetration, and where 80 per cent of people access the Internet every single day. And yet digital advertising is just 10 per cent of ad buying dollars - that's an emerging-market number," she noted.The typical worldwide average proportion is twice that, at about 20 per cent. Hong Kong advertisers spend three times on Yahoo ads than counterparts in Singapore, she added.In its latest quarter, Procter & Gamble revealed that it spends a considerably massive 35 per cent of its US$2.9 billion marketing budget for the US on digital media.迷你倉出租