The ANA recently released a report called “Advertising is Going Native” stating that two-thirds of advertisers are planning on spending more on native advertising in 2015. We read through the report and 100% agree with the findings based on our research and discussions with agencies and brands in the industry.
Native Advertising Trends
Without further ado, here are our favorite trends and findings from the report:
- In the next year, 63 percent of respondents expect to increase budgets allocated to native advertising.
- Sixty-eight percent of B-to-C marketers and 59 percent of B-to-B marketers expect their native advertising budgets to increase in 2015.
- Eight in 10 marketers employ native advertising via articles, and roughly six in 10 use native video and photos.
- Only 19 percent of respondents believe that native advertising warrants premium pricing.
- Disclosure and transparency are major concerns about native advertising that keep respondents up at night.
Regarding the last point about disclosure and transparency, we have seen this topic debated over and over again, and it’s in the best interest of both brands AND publishers to adopt a strict policy regarding disclosure. We enforce a strict disclosure through our own platform to ensure that all sponsored stories carry the proper disclosure so that there is no confusion as to whether the story is sponsored or not.
What are your thoughts about the report?