Making Hard Choices for Native’s Survival

Parsing the good, the bad and the ugly

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Some native advertising on publisher sites works extremely well. Most does not.

Around two-thirds of people who reach typical content will be engaged for more than 15 seconds, but on native content that drops to one-third. Only 24 percent scroll down a native advertising page at all, compared with 71 percent for normal content. Less than one-third of those people that do engage will make it past the first third of the article. If a goal of native is to seamlessly replicate the user experience one sees on surrounding content, then most of it is failing.

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