22 per cent of marketers believe all online ads will be native

MediaPost reports on a new study from content marketing platform OneSpot and digital media consultancy firm 614 Group says that 22 per cent of marketers believe native is where all online advertising is headed.
The report comes from 487 US marketing professions that 614 Group and OneSpot surveyed about content marketing in May and June 2014.
Only nine per cent of respondents believe native advertising is a “fad soon to be forgotten,” while 69 per cent believe it’s a valuable niche — but not necessarily a mainstream ad offering.
When it comes to targeting, more than half (56 per cent) of content marketers are using basic demographic information when buying ads, and 24 per cent are using behavioural targeting. Only 22 per cent of marketers use third-party data sources.

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