Study says half of media buyers will try native advertising in 2013

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NO BIG surprise here. Get on board folks!!


“Native advertising” is being hailed as the ad format of the future by everyone from venture capitalist Fred Wilson to BuzzFeed founder Jonah Peretti. Now, a survey suggests brands are ready to put down serious money to try it out. This could be good news for web publishers — as soon as people can agree on what the heck native advertising is.

The survey of 800 advertising insiders by Solve Media (full survey below) found that 49 percent of media buyers would buy native advertising and that 14 percent of publishers planned to add a native ad option next year. The survey also found high support for the format among creative agencies and private investors.

Well, great, but what does this actually mean? To its credit, the survey cites skeptics who suggest “native advertising” is just a new name for an old practice:

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But Solve Media also makes a strong…

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