Almost two thirds of respondents expect to increase their native advertising budgets in 2015, according to an ANA survey of member marketers. Currently, native advertising only accounts for a small percent of budgets– five percent or less for the bulk of respondents (68%). Other findings from this report:
- 85% of respondents who engage in native advertising do so via digital/online publishers. 71% do so through social media. “To a secondary extent, native is associated with print media, and has a modest level of usage there.”
- Eight in 10 marketers employ native advertising via articles, and roughly six in 10 use native video and photos.
- “The main benefit of native advertising is the ability to create extremely relevant associations between the brand and consumer via content.”
- Disclosure and transparency are major concerns, with three quarters of those surveyed agreeing that there is an ethical boundary for the advertising industry when it comes to native advertising.
- Measurement remains a challenge. While multiple metrics are utilized, no single metric stands out as ‘most important’.
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