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. 

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MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.