How Brands, Agencies, And Publishers View Native Advertising

According to a report by Hexagram and Spada, sponsored blog posts are offered by digital content publishers and the this format ranks as the most used format according to more than 1,000 publishers, brands, and agencies.

Most effective native ad formats

16% of of publishers who do not offer sponsored blog posts have started preparing to do so as a means to generate a new revenue stream. According to other sources, it has also been found that 40% of products have native advertising campaigns, while another 21% are ready to start advertising with this format within a year or so. 56% of the brands have a positive reappraisal of the native ads while 11% have negative reassessments of this format. Almost all the content publishers believe that this option adds value to their website.

Beyond sponsored blog posts, the most valuable forms of native advertising are Facebook, Twitter, and videos.

Labeling And Creating Content

To differentiate the native ads from the editorial content, publishers need to clearly label the particular story in a certain way. Publishers do this by adding ‘brought to you by’ or ‘sponsored by’ the brand at the beginning or end of the sponsored story.

According to the brands, most of the content that they use for their native ad campaigns are developed by the brands themselves and only a small contribution comes from the publishers or agencies.

Native Ad Content Developed By Brands

To measure the effectiveness of native advertising campaigns, traffic and audience figures are used by the publishers and brands. 70% of publishers and 66% of brands measure their campaigns this way.

About 20% of a publisher’s revenue is derived from native advertising. The expected percentage of total revenue from native advertising is 30% within a year. According to the brands, blogs, Facebook, articles and videos constitute the most effective forms of native advertising.

For improving the quality of the sponsored content, brand marketers can adopt the following steps:

  • Write from the point of view of the target consumer
  • Provide data that is not widely available so that the audience gets something they have never seen before
  • Connect with the public like an editor instead of a marketer.