Native advertising -- also known as custom or sponsored content -- has exploded in the media business, and native campaigns are expected to quadruple in number from 2013 to 2018. Where banner ads are easily ignored or blocked, native advertising engages readers and is more effective at driving them towards a desired action. But there is one glaring problem when it comes to native advertising, and that is renewal rates.

According to a recent MediaRadar study, only 33% of publishers' native advertising clients renew their contracts. Sales and media expert John French says one of the biggest barriers to campaign renewal is the complexity of the native advertising process. If publishers can simplify this process and develop an out-of-the-box native product, renewal rates will increase, says French.

French is co-founder of French LLC., an advisory firm aimed at helping media executives transforming their companies for a digital- and data-driven world. Have a question about media revenue strategies? Send your question to johngfrench@frenchllc.com.

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