Are Marketers Skeptical of Native Advertising? - eMarketer

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Are Marketers Skeptical of Native Advertising?

More say they've tried it, but haven't committed

February 8, 2017

A new survey reveals that more marketers and agencies are beginning to adopt native advertising. However, the data hints that they aren’t necessarily ready to truly commit to native.

According to a report from Advertiser Perceptions, nine out of 10 marketers and agencies in the US had at least gotten started with native in 2016. Just 10% had not tried it.

Native Advertising Adoption According to US Marketers and Agencies, 2015 & 2016 (% of respondents)

Interestingly, though, while the number of marketers who had tried native rose over 2015 levels, there was no increase at all in terms of committed users. In 2016, 33% of those surveyed identified themselves as “mainstream adopters” of native advertising, exactly the same level as a year earlier.

Some marketers may be skeptical of native advertising because the concept is broad and somewhat murky. Consumers feel the same way: A September 2016 survey conducted by Radius Global Market Research for Contently and the Tow-Knight Center for Entrepreneurial Journalism found that US internet users had a hard time recognizing native ads, with 43% of them classifying native as “editorial content.” And while that might be seen as a positive by some marketers, they should be cautious: The same survey found that 54% of respondents said they had felt deceived by native advertising.

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