Marketers are planning to increase investment in native advertising. Sixty-three percent of marketers say they’ll be spending more on native advertising this year. That’s according to a survey of 127 client-side marketers by the Association of National Advertisers (ANA).
Native ads reflect the look and feel of the editorial environment in which they appear. Publishers have been rolling out native advertising opportunities — and adding editorial and creative staff to create sponsored content — as a way to increase ad revenue, and often charging higher rates for native ads than traditional banners.
In the ANA survey, conducted in the fourth-quarter of last year, the majority of those polled (58 percent) said their companies used native advertising in 2014 and increased budgets by 55 percent from 2013.
Despite that sizable percentage increase, native ad spending accounted for just 5 percent or less of total advertising budgets for 68 percent of respondents in 2014.
Of those using native advertising, 85 percent are running campaigns on digital publishing sites and 71 percent on social media sites. Eighty percent run native ads on article content, while roughly 60 percent use native video and photo ad placements.