""As with any new market, there are entities that are quick to realise potential, and those that get left behind," Chris Ingham Brooke, founder and CEO of Hexagram, commented on the survey findings. "Importantly, it can take time for new formats and media to catch on - this happened with display advertising and it is happening now with mobile. Faced with commoditisation from display advertising, combined with an ability to create content, it's no surprise that publishers are leading the way."
""The survey clearly highlights some major concerns for agencies. Brands feel comfortable generating content and managing native ads internally, and indeed expect this to be a bigger part of day-to-day operations than agencies do. Agencies need to envisage how they can add maximum value for their clients' campaigns, and in turn establish their most viable business model as this multi-billion dollar marketplace becomes fully"
Blog posts (65%), articles (63%) and Facebook (56%) rank as the most popular native advertising formats. The survey of over 1,000 publishing, advertising and PR professionals found 62% of publishers already offer native advertising, while only 34% of agencies do. Native advertising currently accounts for about 20% of publisher revenues on average and publishers expect that to rise to 30% within a year. A strong majority of publishers (84%), agencies (81%) and brands (78%) believe native advertising adds customer value. Sponsored content is seen positively by 56% of brands and 50% of agencies. Common signposting tags are 'sponsored' (64%), 'brought to you by' (34%) and 'featured' (29%). Brands increasingly generate and manage native ads internally, prompting agencies to reconsider how to add maximum value and reshape business models.
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