Anyone involved in digital marketing will be acutely aware of native advertising’s meteoric ascendance over the past year or so.
According to Hexagram’s 2013 research, 62% of publishers are currently offering native advertising opportunities, followed by 41% of brands and 34% of agencies.
Furthermore, 66% of brands say they create their own content for native ads and the most popular forms of native advertising are blog posts, accounting for 65%, with articles at 63% and Facebook at 56%.
Native advertising presents a hugely exciting opportunity for brands to access new (and qualified) audiences that – through continual exposure to brand content – are increasingly likely to ‘convert’.
Furthermore, it is hoped native advertising will become digital advertising’s great saviour – particularly as the efficacy of online banner ads occupying similar spaces continues to diminish.
That said as the collective euphoria around native advertising grows, so too will the demands from brand CMOs that it be measurable, sustainable and profitable.
To that effect, all of us involved in the content marketing/native advertising space (whether you’re a technology-provider, as well, or a publisher or a content creator), would do well to start tackling these uncomfortable truths about our industry head-on: