Native Advertising Gets a Big Nod from Marketers

November 30, 2014

Native advertising, popularly defined as advertising that matches the context of the content and platform on which it is displayed, has been consistently gaining approval from digital marketers.

Some popular formats for native ads include:

  • Ads shown alongside organic results on search engines
  • Promoted posts for keyword searches on social media
  • Recommended articles on blogs

Though native advertising may seem similar to content marketing, there are some very subtle differences between the two. One likes the distinction made in this blog post: “sponsored content is designed to be read; native advertising is designed to be shared”.

According to a report published by eMarketer, US native ad spend is projected to jump to $8.8 billion by the year 2018 from the $3.3 billion reported for the current year. Despite numerous challenges associated with serving and analyzing the ROI from campaigns of this nature, native ads are being seen in a more favorable light than ever before. The main reasons marketers cited for favoring native ads over traditional advertising were:

-          The unusual ability of native advertising to generate interaction and win consumers’ attention

-          Ability to drive viewers to owned media

-          Better adaptability on mobile devices which continue to dominate the consumer industry

Clearly, the market is moving away from ads displayed randomly to disinterested audiences. As digital marketers plan their long-term marketing strategy, this is an emerging trend they should evaluate and adapt fairly quickly. 

Add new comment

Partner Voices
  MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.  At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:  Protecting Natural Resources  MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.  Committed to Community  Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.  MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.   Fostering Diversity & Inclusion  To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.  MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.