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The majority (62%) of digital content publishers now offer native advertising opportunities, such as sponsored blog posts, according to a recent report by Hexagram and Spada.

Moreover, 16% of publishers that do not currently offer native advertising options plan to start doing so within a year.

The study also found that 41% of brands have already run native advertising campaigns, and 20% of those that haven't plan on doing so within a year.

Below, key findings from the report, which was based on data from a survey of 1,000 publishing, advertising, marketing, and PR professionals.

What Is 'Native Advertising'?

  • Respondents consider a variety of advertising content to fall under the category of 'native advertising,' with the most popular definition being 'sponsored content' (53%).

  • The majority of brands (56%) and agencies (50%) have positive views toward native advertising. Only 11% of both groups have negative views of publishers that offer it.
  • The majority of publishers (84%), agencies (81%), and brands (78%) say native advertising adds value for consumers.

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Native Advertising Trends: Brands See Value, Publishers Like Sponsored Posts

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, content strategist, and research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji