Microsoft ad exec: Why ‘native advertising’ and in-app ads are the future

With the Advertising Week Europe gathering three weeks away, Owen Sagness, general manager of Microsoft Advertising & Online, UK, says the topics of “native advertising” and in-app ads represent the future for advertising.

Native advertising is material of interest to a reader that usually appears alongside or near regular content, but with labeling that points out the ad’s sponsor. Sagness writes that apps provide “the most natural platform for native advertising,” as it’s been “proven that consumers are more immersed in their experience when using apps,” and more likely to be receptive to brand engagement.

Microsoft’s Ads-in-Apps, which run on Windows 8 on desktop and tablet, is an interesting initiative helping to explore this potential, he writes.

To read Sagness’ entire post, head over to the Microsoft Advertising blog.

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Suzanne Choney
Microsoft News Center Staff