Based on a survey of more than 2,000 respondents, Copyblogger’s 2014 State of Native Advertising Report confirms other studies: While most brands (44 percent) have a documented content strategy in place, today’s native budgets don’t exceed $ 100/month. A majority of marketers (73 percent) say that when it comes to fully understanding native advertising, they have no idea or hardly a clue.
These figures are particularly alarming considering that 74 percent of brands plan to increase native ad spend this year — even while most remain skeptical about its efficacy — and eMarketer predicts that native ad spending will exceed $ 3 billion over the next three years.
It is also interesting to note that while more than 75 percent of publishers offer online native ads such as sponsored/branded content and advertorials, in-feed ads, content widgets, product placements and promoted posts, most freelancers and agencies (81 percent) don’t work with native.
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