A fresh survey from Advertiser Perceptions indicates that nine out of 10 marketers and agencies in the U.S. gave native advertising a whirl in 2016. In fact, a mere 10 percent have not yet tried it.
However, trying something isn’t tantamount to committing to something.
“Interestingly, while the number of marketers who had tried native rose over 2015 levels, there was no increase at all in terms of committed users,” according to eMarketer.
In fact, only a third of the surveyed marketers self-identified as “mainstream adopters” of native in 2016. That was exactly the same level as the previous year.
Are marketers skeptical of native advertising because the concept is broad and somewhat murky? Perhaps. And consumers are kindred spirits in this. A September, 2016 survey from Radius Global Market Research for Contently and the Tow-Knight Center for Entrepreneurial Journalism revealed that U.S. internet users “had a hard time recognizing native ads, with 43 percent of them classifying native as ‘editorial content.’”
That 43 percent wouldn’t be so bad, except that an additional 54 percent of respondents admitted they feel deceived by native advertising.
Yes, still murky. But 2017 is a new year and a new chance for marketers to fine tune native and perhaps up their commitment levels.