Study Highlights Opportunities and Challenges for Native Advertising

By David Murphy

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UK ad agencies see creative, programmatic and mobile as the biggest opportunities for native advertising, according to the second annual survey of the UK’s biggest media agencies and trading desks. While the survey size is small, the findings are relevant, given the make-up of the sample, which included Starcom, Mediacom, Carat, Maxus, Mindshare, Maxus, Xaxis, PHD, OMD and Havas.

The survey was commissioned by native ad platform, Adyoulike, and carried out by FaR Partners through the FaR Agency Panel. It found that that 16 per cent of native advertising spend now comes from new dedicated budget, compared to only 6 per cent last year, and that 63 per cent of agencies are now very confident that the native market is well regulated, up from only 33 per cent in 2014.

In addition, UK agencies currently say native will account for an average of 18 per cent of their total digital display spend in 2015. That figure is estimated to grow to 26 per cent in 2015.

Creativity is seen as a key force behind the future growth of native advertising. 65 per cent of agencies say that native’s fundamental role is addressing the creativity challenge in digital advertising – even though …read more

Source:: Mobile App News