Advertising Is Going Native
Almost two-thirds of advertisers are planning to spend more on native advertising over the coming year.
Native advertising, one of the hottest and most controversial terms of the past year, is an advertising method in which the advertiser attempts to gain attention by providing messaging in the context of the user's experience. In the fourth quarter of 2014, the ANA surveyed its members to understand how they use and budget for native advertising, manage its implementation, and measure its success. The survey also investigated marketers' opinions on questions of disclosure and ethics.
Disclosure and measurement top of mind for Marketers (Key Findings)
Budgets for native advertising are increasing – but measurement remains a challenge. Additionally, disclosure and ethics are key issues for marketers with three-fourths of respondents reporting an ethical boundary for the advertising industry when it comes to native advertising.
ANA Study Reveals Marketers are Increasing Spend on Native Advertising but Disclosure and Ethics are Key Issues
Click here to read the press release.
Legal perspectives on native advertising
The complicated landscape of commercial speech and disclosures will be explained at the ANA's Advertising Law & Public Policy Conference on March 31 in Washington D.C., Leading the conversation will be John P. Feldman, Partner, Reed Smith LLP and Laura M. Sullivan, Staff Attorney, Division of Advertising Practices, Federal Trade Commission.
About the ANA
The ANA (Association of National Advertisers)'s mission is to drive growth for marketing professionals, for brands and businesses, and for the industry. Growth is foundational for all participants in the ecosystem. The ANA seeks to align those interests by leveraging the 12-point ANA Masters Circle agenda, which has been endorsed and embraced by the ANA Board of Directors and the Global CMO Growth Council. The ANA's membership consists of more than 1,600 domestic and international companies, including more than 1,000 client-side marketers and nonprofit fundraisers and 600 marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). Collectively, ANA member companies represent 20,000 brands, engage 50,000 industry professionals, and invest more than $400 billion in marketing and advertising annually.