NEWS7 January 2016

Native advertising could wane in 2016

News North America Trends

US — Fewer marketers plan on using native advertising this year, according to a new survey that reveals the format is ‘hard to measure’.

While 50% of the 283 respondents (US media decision-makers) to Trusted Media Inc’s survey had used native ads in 2015, only 45% said they were planning on doing so in 2016.

The survey results reveal that marketers complain the format is ‘hard to measure’, and ‘not quick or easy to produce’. The sell-through rate for native can also be as low as 5%, the study claims.

Despite this, native remains the mobile ad format of choice ( 42%) for client-side marketers. Pre/mid roll video comes out on top for agencies ( 52%).

Full findings can be found here.