Advertising Is Going Native

Almost two-thirds of advertisers are planning to spend more on native advertising over the coming year.

Native advertising, one of the hottest and most controversial terms of the past year, is an advertising method in which the advertiser attempts to gain attention by providing messaging in the context of the user's experience. In the fourth quarter of 2014, the ANA surveyed its members to understand how they use and budget for native advertising, manage its implementation, and measure its success. The survey also investigated marketers' opinions on questions of disclosure and ethics.

Disclosure and measurement top of mind for Marketers (Key Findings)

Budgets for native advertising are increasing – but measurement remains a challenge. Additionally, disclosure and ethics are key issues for marketers with three-fourths of respondents reporting an ethical boundary for the advertising industry when it comes to native advertising. 

ANA Study Reveals Marketers are Increasing Spend on Native Advertising but Disclosure and Ethics are Key Issues

Click here to read the press release.

Legal perspectives on native advertising

The complicated landscape of commercial speech and disclosures will be explained at the ANA's Advertising Law & Public Policy Conference on March 31 in Washington D.C., Leading the conversation will be John P. Feldman, Partner, Reed Smith LLP and Laura M. Sullivan, Staff Attorney, Division of Advertising Practices, Federal Trade Commission.

About the ANA
The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, the ANA's membership includes more than 640 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA also includes the Business Marketing Association (BMA) and the Brand Activation Association (BAA) which operate as divisions of the ANA. The ANA advances the interests of marketers and promotes and protects the well-being of the marketing community.