A new report from content marketing
platform OneSpot and digital media consultancy firm 614 Group says that 22% of marketers believe native is where all online advertising is headed.
, which is expected to be released Wednesday, comes from 487 U.S. marketing professions that 614 Group and OneSpot surveyed about content
marketing in May and June 2014.
Only 9% of respondents believe native advertising is a “fad soon to be forgotten,” while 69% believe it’s a valuable niche — but not
necessarily a mainstream ad offering.
When it comes to targeting, over half (56%) of content marketers are using basic demographic information when buying ads, and 24% are using behavioral
targeting. Only 22% of marketers use third-party data sources.
Interestingly, 20% of marketers are purely focused on traffic and clicks and don’t have any targeting approach when it
comes to content marketing placement. In addition, only 15% of content marketing budgets go toward measurement and optimization.
The majority of the content marketing budget is allocated
toward creation (37%), a highly manual process.
The same marketers are disappointed with their own efforts, though. The report says 47% are dissatisfied with their ability to distribute
content to the right audience.