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Understanding Native Advertising Trends in Asia-Pacific

Strong engagement, and credibility, with consumers boosts the format’s fortunes

May 13, 2016

Native advertising is seeing growing interest among marketers and agencies in Asia-Pacific, with benefits like stronger consumer engagement and better credibility with consumers cited as key factors for embrace of the format.

Primary Reason that Advertising/Marketing Professionals in Asia-Pacific Use Native Advertising, Dec 2015 (% of respondents)

According to April 2016 survey by research firm Warc and native advertising agency King Content into the primary reasons marketers used the format, more than 21% of respondents mentioned it increased consumer engagement.

Meanwhile, more than 15% of respondents mentioned native advertising was more credible than traditional advertising, the third-most popular answer.

Editorial and video sites, along with social platforms, appear to be the primary beneficiaries of this increased interest in native advertising. When asked about the most frequently used formats for native advertising campaigns in Asia-Pacific, more than 58% of respondents mentioned native editorial, the top response.

Native Ad Formats Used by Advertising/Marketing Professionals in Asia-Pacific, Dec 2015 (% of respondents)

Native branded video was second-most popular, with more than 47% of respondents mentioning it. Social media newsfeeds came in third, mentioned by more than 40% of agencies and marketers.

Mobile Ad Format for Which Mobile Media Sellers Worldwide See the Most Demand, by Region, Jan 2016 (% of respondents)

The growing embrace of native advertising suggested by Warc and King Content’s report aligns with other forecasts for the format in the region, particularly when it comes to mobile ad campaigns.

According to a January 2016 survey of the most in-demand mobile ad formats, native mobile ads were the most popular among media sellers in Asia-Pacific, where it was mentioned by 18% of respondents.

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