14 July 2016

The big brands invest further in native advertising in 2016


During 2015 there were many studies that analyzed the impact of content marketing and many who predicted that he would become the favorite way to reach consumers in the near future. The media are betting increasingly include these ads in their bids for brands and the latter are betting increasingly use them to convince consumers of the validity of their products.

Why it has become content marketing or native marketing such an attractive element? First, it is to offer added value to consumers, not simply receive an advertising message but get something else. Second, it blends with the contents regularly publishes the middle, making more positive reception and arrival at the reader more natural.

The big brands invest further in native advertising in 2016EMarketer has done a study, asking marketers of some of the leading companies that spend the most on that field (such as Ford, Kimberly-Clark, General Electric and Hewlett Packard) what they think of native advertising. The conclusion is that the native ads will be increasingly appreciated and get increasing investments. Some of those surveyed by the consultancy expects in fact the native advertising bet increase between 5 and 10 times.

Advertisers believe that these ads work and, indeed, his great interest now is to determine how they can reach more people with their native. EMarketer estimates that in 2015 committed to investing in brands such advertising 4,300 million, 34% more than is being spent now. The forecast for 2018 is to be 8,800 million. Their results are very much in line of a study Kapost stating that 90% of companies are already practicing marketing and content that will keep your weight in 2015.

The formats for those who bet are the same as are now trying, though some of them get more attention awakening. “I would expect our spending in this area to increase significantly over the next 18 months, especially in the video area,” he said to eMarketer, and as collected AdAge, Ed McLoughlin, direct strategy and global media planning and digital marketing.

The anticipation of this increased interest has also reached the media, who have toiled in recent months to create departments and sign professionals to meet this demand.

The consumer, confused

Despite the growing interest of advertisers and publications, consumers have not yet very clear what that is native advertising. EMarketer analysis indicates that consumers still is confused by these formats, something, moreover, already indicated other recent studies.

A study of Vibrant Media has just shown that consumers do not know whether the content they see are news or if they are ads. Move the confusion to figures shows that they are not just a few confusing consumers, but rather a fairly significant percentage. Vibrant Media analysis showed that 1 in 3 consumers cannot tell if you just consumed is content or advertising.

The effect, moreover, that this confusion has on consumers is quite negative. Of those who are not able to determine whether a content or advertisement, nearly half are confused and deceived by that announcement had not identified and will think there has been cheating by the brand in question.