This is the third post in a series on the state of tablets, digital magazines, and digital publishing trends. Read Part 1, 142.2% Growth Reveals Rapidly Evolving Tablet Market, and Part 2, Reader Demand Driving Digital Magazine Market Growth, on the TFP blog.

AT THE START OF EVERY NEW YEAR, industry analysts speculate about what the hot trends will be in the months to come. More than halfway into 2013, there’s now evidence to support some of their trend predictions, but three in particular stand out: video, native advertising, and mobile.

Video

According to a BI Intelligence report, “Online video audiences are expected to double in 2016, reaching 1.5 billion globally.” It’s no wonder, then, that even traditional publishers are trying to get in on the game. Here’s a sampling of some publishers’ video-related efforts so far this year:

Mobile

In May, MRI’s Survey of the American Consumer found an 83% increase in digital readership over the past year. And according to a recent report from the Pew Research Center’s Internet & American Life Project, 34% of U.S. adults now own a tablet device, and 56% own smartphones. Given declines in print advertising as well, publishers have been keen on beefing up their mobile efforts this year—and that in some cases, print editions have been a casualty of that shift in focus.

Native Advertising

Whether you call it native advertising, sponsored content, content marketing, or an advertorial, most publishers have jumped on the bandwagon. A recent survey conducted by the Online Publishers Association found that 73% of its members are engaged in native advertising programs as they seek an alternative to the traditional banner ad.

However, such initiatives are not without their critics, and their risks. Here are just a few examples of how some publishers have tried to capitalize on native advertising, and some industry observers’ perspectives on the trend:

  • A recent Adweek article warned that if standard best practices aren’t established among publishers as the line between advertising and editorial content blurs, the FTC might intervene and issue guidelines for native advertising to protect consumers, as it has previously for ad formats like TV infomercials.
  • Scientology native adThe Atlantic ran pro-Scientology sponsored content on its website that drew plenty of reader criticism for not meshing with the publication’s editorial character. The backlash resulted in the ad being pulled and the magazine’s president issuing an apology—and it provided a case study in how not to do native advertising.
  • On the flip side, Digiday highlighted some native advertising campaigns done right, including an Atlantic/Sony campaign that profiled Sony customer Pixar.
  • In May, Hearst jumped into the pool, announcing the availability of five native ad units, with content to be created by marketing, editorial, and/or the advertiser itself.
  • A Washington Post article examined native advertising and highlighted BuzzFeed’s practices, noting that native ads are the viral-news site’s sole source of revenue.
  • EContent magazine points to native advertising as an opportunity publishers can capitalize on by offering advertisers content-production services, along with a an engaged audience. Maintaining high standards for sponsored content, whether it’s produced externally or within, is key.
  • Forbes’ Chief Product Officer, Lewis DVorkin, recently described the magazine as “a recognized leader in the move to native ads” and offered an inside look at the publication’s perspective and practices.

Posted by: Gina Barrett