State of Native Advertising 2014 [INFOGRAPHIC]

The Copyblogger report confirms the ambiguity of native advertising, with nearly half of respondents admitting to being clueless.

Based on a survey of more than 2,000 respondents, Copyblogger’s 2014 State of Native Advertising Report confirms other studies: While most brands (44 percent) have a documented content strategy in place, today’s native budgets don’t exceed $100/month. A majority of marketers (73 percent) say that when it comes to fully understanding native advertising, they have no idea or hardly a clue.

These figures are particularly alarming considering that 74 percent of brands plan to increase native ad spend this year — even while most remain skeptical about its efficacy — and eMarketer predicts that native ad spending will exceed $3 billion over the next three years.

It is also interesting to note that while more than 75 percent of publishers offer online native ads such as sponsored/branded content and advertorials, in-feed ads, content widgets, product placements and promoted posts, most freelancers and agencies (81 percent) don’t work with native.

native advertising