Report: Media is embracing native advertising

Native advertising was one of the largest trends in the media landscape in 2014, and will continue to grow in 2015, says recent report.
Scrrenshot2 – State of the Media 2015

Native advertising prospered in 2014, and will continue to do so at an even greater extent in 2015. These are two of the most important takeaways from Cision’s State Of The Media 2015 report, released by the software company just recently.

The report surveys journalists, bloggers and media influencers and details the top media trends and events of the present and past year, while looking ahead to the near future. An entire segment of the report is dedicated to native advertising, so let’s take a look at the five most interesting takeaways in this segment:

1. Native advertising is the main revenue provider

According to the survery, journalists, bloggers and media influencers believe that in 2015, native advertising will provide them with more revenue than any other type of marketing.

49 percent answer ‘native advertising’ to the question “Which of these will provide the most revenue in 2015?”. Other options: “Traditional advertising” (42 percent), “paywalls/subscriptions” (5 percent) and “other” (5 percent).

2. Native advertising is entering the visual sphere of social media 

Native advertising has been present on Facebook and Twitter for a pretty long time by now. But 2014 became the year when native advertising found its way to social media networks Pinterest, Instagram and Snapchat.

Pushed in-stream native ads, promoted pins and photos appearing in users’ feed were some of the native advertising initiatives that appeared on Pinterest, Instagram and Snapchat in 2014.

3. Native advertising resides among the most important overall trends in media

But it is not quite there yet. Accordning to the survey, 8 percent of journalists, bloggers and media influencers consider native advertising to be “the most important overall trend” in media right now. Native advertising takes a backseat to “Emphasis on Mobile Compatibility” (36 percent), “Integration of Social Platforms in Newsroom Operations” (18 percent), “Reliance on Video and Image-Based Content (17 percent), “Greater Investment in Digital Properties” (14 percent), but outpaces “Influential Journalists Creating New Digital Brands” (7 percent).

Native advertising would probably achieve a higher percentage if marketers were surveyed. Journalists have been known to resent native advertising, which takes us to the next item.

4. Native advertising: maybe not that hated by journalists after all

Well. It’s just one survey. But according to the report, 43 percent of journalists, bloggers and media influencers have a favorable view on native advertising. 18 percent have a very positive view, while 25 remain somewhat positive. That’s 43 right there.

34 percent take the stance of good ol’ neutrality.

That leaves us with 23 percent for negativity. 18 percent hold somewhat negative emotions toward native advertising. However, 8 percent believe that native advertising is the “death of journalistic integrity”. It adds up to 26 percent and more negativity than statistically possible.

Screenshot – State of the Media 2015

Photo: Screendump from Cision’s State Of The Media 2014 report

 

5. Small digital publishers struggle with native advertising

According to the Cision’s Survey, native advertising has solidified as a strong revenue driver for digital media. With the exception of small digital publishers, who find it difficult to convince brands to pay for sponsored content.

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