As content marketing continues to take over the popular marketing psyche, native advertising in particular is fast-becoming the most popular conception of the practice.
Native advertising has been billed as something of a panacea for brands who are seeing diminishing returns from traditional advertising that is blatant, irrelevant and overtly salesy. The promise of native advertising for brands has been the opportunity to access audiences that can be subtly exposed to branded content that has been published ‘natively’ and are therefore increasingly likely to pay attention. Off the back of this promise, a $44billion industry (source: Custom Content Council) has developed, with publishers, agencies, content creators and technology providers all clamouring to join the goldrush of this new opportunity.
However, whilst the spike in interest around native advertising has led to all kinds of collective back-patting, no one is able to answer the most important question of all – is native advertising making any money for the brands that do it? Read More