Trends Report

Brands Lift Engagement With Native Advertising

Marketers Can Tell Unique Stories Through Trusted Media Channels But Must Deliver Value Transparently

January 16th, 2014
Ryan Skinner
With contributors:
Luca Paderni , Susan Bidel , Samantha Merlivat


Native advertising, or sponsored content — a new form of online media promotion that inserts brand-created messages in the editorial product — is changing how some marketers work with media to achieve greater engagement and preference from their customers. Native advertising delivers higher engagement levels than display advertising and is a particularly compelling way for marketers to reach consumers' mobile screens. Publishers are attracted by its potential to deliver better results on marketers' brand-building metrics and significantly higher advertising revenues than they see with standard display inventory. However, both marketers and publishers could be stung by a loss of consumer trust if they are not upfront in differentiating editorial content from native ads and if they fail to deliver engaging and valuable content. Read this report to learn how leading brands connect native advertising to their marketing mix and objectives and how they manage native advertising's placement and production.

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