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BizReport : Advertising : November 21, 2012

Report: Native Ads gaining steam

As more consumers add online video to their viewing palate, brands are looking for ways to engage without interrupting. According to new data from ShareThrough and Forbes Insights, native advertising - or using quality, compelling content rather than interruptive ads - is one way brands are trying to make the change.

by Kristina Knight

In fact, one-third of CMOs say they'll look to native ads to improve their options in the coming year.

"'Native advertising' allow brands to promote their content into the endemic experience of a site in a visually integrated, choice-based (non-interruptive) way. Many of the largest online platforms have been first on board to adopt native advertising (including Facebook, YouTube, Twitter, Tumblr, StumbleUpon and WordPress)," was written in the report.

According to the report 61% of marketing professionals surveyed prefer the look and feel of native video versus standard ads while 60% believe native content embedded within a site is a better option than in-ad banners. This type of video content gives consumers the choice to watch, or not, making them invested in the content and more engaged.

Meanwhile, data from Casale Media shows how RTB is changing the non-video ad space. According to their data, in Q1 and Q2 2012 about half of national brands (US) are now using RTB (real time bidding) to control ad spending. Of those using RTB 80% of all sectors increased their impressions because of RTB. And, while 99% of RTB impressions are standard banners, rich media formats grew by 53%.

Tags: Casale Media, online advertising, ShareThrough, social marketing, video ads, video content

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