Native is a heavily discussed, and popular advertising format. It is also one of the most appealing ad formats available to advertisers and publishers, as it keeps an easy equilibrium and transition between site and advertising content.
Since it is such an effective and non-interruptive method, it is understandable that one of the biggest issues with native advertising is disclosure. Most Publishers and Advertisers agree that a clear ethical boundary exists and that both sides share an equal responsibility for disclosure.
According to a recent survey by the ANA (Association of National Advertisers) on native advertising budgets, implementation, and success measurement, 2015 is going to show a notable increase in native advertising spend. Here are some other key takeaways highlighted in the survey:
- 63% of the marketers surveyed said they were planning on investing more of their ad budget in Native, and 60% of marketers said that those funds will go towards video and visual advertising.
- Besides strategic budget changes, more than half of respondents planned on increasing their overall marketing budget for the year.
- More than half of B-to-B and B-to-C marketers have invested in native advertising over the last year.
- 85% of advertisers using native formats do so digitally, with 71% via social media.
- 60% of the marketers surveyed employ native advertising for video and images.
The full results of the 2015 ANA Survey Report Executive Summary “Advertising is Going Native” survey can be found here.