Nine out of ten publishers will be offering at least some form of native advertising formats by the end of this year, according to hot-off-the-presses research being presented by Online
Publishers Association chief Pam Horan at OMMA Premium Display in Los Angeles this morning.
According to the just-completed survey of OPA members, 73% of publishers currently offer
native, while 17% are in the process of figuring out how to do it. Only 10% said they do not offer it.
In terms of defining what “native” actually means, Horan said the
research suggests a consensus is emerging, and that the two top elements are that it is content that is integrated into the design of the publisher’s site and lives in the same domain (cited by
93% of respondents), and that it “lives within the editorial stream” (86%).
Horan said that it’s more of an “evolution than a revolution” of what
publishers have already been offering.
In terms of what brands are looking for from native ad formats, Horan said the two top criteria are increasing consumer engagement with the brand, and
boosting brand life (both cited by 81% of respondents).