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ANA Finds Marketers Will Increase Native Spend, Ethics Essential

February 3, 2015 | By Research Team—DCN

Citing contextual relevance as the main benefit, 63% of marketers plan to spend more on native advertising over the next year according to the ANA’s (Association of National Advertisers) 2015 survey report “Advertising Is Going Native.” Eight in 10 marketers surveyed by the ANA employ native advertising via articles, and roughly six in 10 use native video and photos. Consistent with earlier DCN research among media companies on best practices in native advertising, the ANA found that “Disclosure and transparency are major concerns about native advertising that keep respondents up at night.”

According to the ANA:

  • Two-thirds of respondents agree that native advertising needs clear disclosure that it is indeed advertising. Only 13 percent feel that such disclosure is not needed.
  • Both the publisher and the advertiser have a responsibility to ensure disclosure.
  • Three-fourths of respondents feel that there is an ethical boundary for the advertising industry when it comes to native advertising.

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