The Online Publishers Association (OPA) has released “Premium Content Brands Are Native Naturals” a research study of native advertising offerings by premium content brands which includes marketer goals, metrics and best practices. Among the findings are that 81% of OPA members find marketers are primarily using native advertising on their sites to increase consumer engagement with advertiser brands and 81% also want to leverage publisher brand equity to achieve brand lift. The study, which includes quantitative surveys and qualitative interviews with OPA members, was conducted by Radar Research in May 2013 and is available now available.
OPA members also shared best practices for editorial, sales, marketing and legal, which include:
- Provide as much value to the reader as regular content
- Label native advertising content to guarantee transparency and clarity
- Ensure that native content mirrors discoverability of editorial through search and social media
- Develop clear editorial standards and practices, for instance training marketers if they are providing content, or for monitoring audience posts or comments
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