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BizReport : Advertising archives : December 17, 2013

Native advertising - publishers lead the way

A recent survey of professionals working in publishing, PR and advertising agencies found that while almost two-thirds of publishers offer native advertising, only a third of agencies provide it as a service.

by Helen Leggatt

Native advertising exchange Hexagram and specialist research and PR consultancy Spada recently released the results of a survey of 1,000 publishing, PR and advertising professionals. The resulting report, "The State of Native Advertising 2014", reveals that 62% of publishers offer native advertising.

In fact, native advertising currently represents approximately 20% of total current publisher revenues which is expected to rise to 30% within the next 12 months. Blog posts (65%), articles (63%) and Facebook (56%) were found to be the most popular forms of native advertising. The most popular way of signposting ad content was through the use of the tags 'sponsored' (64%), followed by 'brought to you by' (34%) or 'featured' (29%).

However, while 81% of agencies believing native advertising adds value for customers, just 34% offer it as a service.

"As with any new market, there are entities that are quick to realize potential, and those that get left behind," said Chris Ingham Brooke, founder and CEO of Hexagram.
"Importantly, it can take time for new formats and media to catch on - this happened with display advertising and it is happening now with mobile. Faced with commoditization from display advertising, combined with an ability to create content, it's no surprise that publishers are leading the way."

Tags: advertising, advertising agency, content marketing, native advertising, publishing

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