Earlier this year, I wrote an article for my friends at Brand Quarterly titled, “To Native or Not to Native, That is the Question.” The impetus for the article is based on my research over the last year on how native content (or branded content, whichever term you like to use) has exploded into media and marketing trades. There has been a lot of conversation around how ethical native is or is not. My goal of my article was not to answer whether native is the right choice for your company, but rather present that facts and let you, the audience, decide.
- According to a 2014 eMarketer report, spending on native ads on social sites alone is expected to increase from $3.1 billion to $5 billion by 2017. As a percentage of total social ad spending, it projected that native would rise from 38.8 percent in 2014 to 42.4 percent in 2017.
- HubShout, a online marketing firm, conducted a surveylast year that found 72.8 percent of internet users who have read sponsored content believe it has equal or greater value as non-sponsored content on the same website. (For those interested in the full report on native advertising full impact from HubShout, you can download now. Note: This is gated information so you will need to share your dets.)
Here is the link to Brand Quarterly titled, “To Native or Not to Native, That is the Question.”
Rachel DiCaro Metscher has worked with many organizations to build their communications and marketing programs, including Fannie Mae, American Psychological Association, and The Princeton Review. She is currently working in the DC metro area building content marketing programs from the ground up.