The Content Marketing Institute have just released a compelling new white paper ‘Is Native Advertising The New Black’. Despite its monochrome title, the report is anything but, with plenty of interesting trends from the US.
Written content remained the most popular form of native, with articles and blog content leading the way. The main motivation for marketers using native as a channel (41%) is the ability to target and retarget customers and buyers in the sales funnel.
This makes perfect sense as native is the ideal top to middle of the funnel activity. It’s hard to sell something with no brand awareness and long form content is a great way to educate your audience about your product / offering. Indeed, the report reveals that main goal for content marketers using native advertising was to create brand awareness (63%).
Another reason marketers chose native as a channel (32%) was to “break through the clutter of banner advertising.” Banner blindness has been a challenge for display buyers for many years now, so putting content within content makes sense. Our execution of native (True Native) does just this, ensuring that your content gets maximum exposure within editorial.
The full report is available for download on the CMI’s website.