Digital Native Advertising Projected to Grow

Online publishers are increasing the amount of native advertising they’re selling to their marketers. A new report from the Online Publishers Association (OPA) shows that about 73% of publishers currently use native advertising. advertorialNaturally, publishers want to be certain that they are not alienating readers and marketers want to know how to measure the results of these ads. The OPA report addresses some of those concerns.

Because online native advertising is so new, publishers have been working to define the format and most agree on the following guidelines:

  • Integrated into the site and lives on the same domain: 93%
  • Content created with advertising but runs within the editorial stream: 86%
  • Clear labeling as advertising content: 79%

Another concern has centered around whether marketers and publishers should create fresh content for these ‘advertorials’. While 75% of publishers are creating new content in some cases, at least 71% also  re-​use existing content.

71% of surveyed publishers say they’ve received no complaints about native advertising. This is a good sign for publishers, especially since up to 90% plan to sell this kind of advertising next year.

About 95% of OPA member use dedicated sales and creative personnel to increase revenue from this effort. This is likely necessary to help advertisers understand the concept of the native format and to help them develop campaigns with the goal of providing something of value to their readers and viewers.

To assist their clients in assessing the impact of these ads, common measurement tools deployed by OPA members include engagement/​time spent (57%), traffic (43%), social media shares (33%), and brand lift (24%). Going forward, publishers expect to help their advertisers optimize native content for tablet and smartphone formats. They also want to make the content ‘discoverable through search and social media.’

Have you been increasing the space you make available for native advertising on your site?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.