What is native?
Close to 90% of UK advertising and media professionals expect native advertising to be on every brand’s digital media plan by 2020, according to research from Say Media. However – in line with other studies – the survey finds that acceptance of native ads is hamstring by lack of clarity, with more than half of respondents believing that lack of definition is the biggest obstacle to native growth.
In addition, close to 60% of those questioned say they are all for native ads, while 25% are skeptical and 9% think it ‘regrettable but necessary’.
“There is so much debate right now around the subject of native advertising: should advertisers be carving out budget for it and if so to what extent?” says Carla Faria, director of solutions, Say Media. “But the degree of hype around native is masking the fact that there is no singular definition for it. While on the one hand anything with the word 'native' in its name must mean that a degree of effort is being made to ensure that the reader experience is a more fluid and intuitive one, unless the nomenclature is clear and common across all users, measuring what works against what doesn't becomes a huge challenge.”