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After ten years of YouTube, what does the next ten years look like?

If you've been following our blog recently you’ll notice we’re excited about all things native, especially off the back of our recent publisher partnership agreements.

In fact, we think it’s the future of mobile video advertising. This is particularly appropriate given that this year is the tenth anniversary of YouTube. Yes, via mutant giant spider dogs, bitten fingers and K-Pop, we’ve gone from a world without YouTube to one where it’s the juggernaut of video consumption.

We think that YouTube could be rightly be said to have defined the past ten years of video advertising. But this has been through standard formats such as pre-roll. The next ten years are, we believe, going to be dominated by mobile native video advertising.

Video simply because we, as human beings, respond to it. This isn’t just anecdotal, it’s what Dr Simon Hampton, resident psychologist at the IAB, has been pointing out recently. We just prefer images to text, because we were born that way. It’s why we remember Meerkats, or, more latterly, Money Supermarket’s ‘Epic Strut’. Mobile for similar reasons – we like tactile interfaces, just to hold things and use them with our hands. And native because it just works, with click-through rates of up to ten times higher and uplifts in brand affinity and purchase intent when compared to other formats.

Our CEO and co-founder Stephen Upstone has written about this at [PUBLICATION] so hop over there to read what he has to say…