A new study held by The 614 Group has asked 400 digital marketers just how effective native advertising is. The team worked closely with digital company OneSpot on the survey, in order to get accurate results.
And those results… Quite interesting, as a large number of marketers believe that native advertising is quite valuable. Here’s a rundown of some of the numbers released from the survey:
- 69 percent of marketers believe that native advertising is valuable
- 22 percent view it as the future of digital advertising
- 52 percent of marketers assert that getting to right level of scale is their job No. 1 for native advertising and content marketing
- 87 percent employ their own websites as a means to promote content
- 80 percent use social networks
- 76 percent rely on organic search
- 18 percent are employing content discovery/recommendation platforms
- 54 percent of marketers aren’t happy with their content-marketing efforts
- 29 percent feel perplexed by the difficulties of driving business results
The report also evaluated nine of the providers of native services, including such companies as Sharethrough, Polar, and Adaptly. Each of these vendors were given a series of questions, regarding the effectiveness of their solutions for boosting revenue.
However, the report didn’t quite post positive and negative results, instead focusing on what marketers consider the most valuable assets when it comes to choosing the right partner for native advertising, as well as its long-term effects.
“The big question this market is still facing is how to do native, but there is no longer any question that we should be doing native,” proclaimed Rob Rasko, founder of The 614 Group. He also said his report provides “the foundational thinking they need in order to make informed decisions in the sensitive and critical process of selecting a native advertising provider vendor.”
Source: Adweek