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Native Ad Spending to Jump Despite Marketer Reservations

Top marketers including Ford, Kimberly-Clark, GE, and HP plan to increase spend in native advertising, according to eMarketer. The research firm forecasts spend at $4.3 billion in 2015, a 34% increase versus the current year. This figure will climb to $8.8 billion by 2018. Among the challenges cited with this format is the issue of scale, and how to reach the largest audience possible. According to Amanda Rubin of Goldman Sachs, “What makes these opportunities unique and valuable is often what precludes you from scaling them.”

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