Two diverging media phenomenons are impacting how marketers are advertising online: Branded video content growth and the demise of interruptive media tactics. As we have discussed in length on this blog before, ‘native advertising’ has emerged as a solution to the convergence between quality brand video content, and the changing media ad consumption habits of consumers.
Now, we have some pretty compelling research to back up that claim.
Over the past few months, our research team partnered with the Forbes Insights team to survey 136 marketing executives from leading brands such as Intel, JetBlue, Heineken, Honda, & K-Swiss to assess the market’s appetite for native advertising and branded video content. It turns out that branded content and native advertising have a ton of supporters.
Here are a few of them:
“Consumption has changed, and advertisers will have to continue to follow [consumers]. Quality has become more important now.” — Ron Amram, Senior Media Director, Heineken USA
“If you do something that’s exciting and relevant, you can far expand your media spend in terms of its impact.” —Matt Jarvis, Partner and Chief Strategy Officer, 72andSunny
“We’ve gone beyond the thought of interactive digital into creating our own digital content wholesale.” — Marty St. George, SVP, Marketing and Commercial Strategy, JetBlue
In addition, many of the largest online platforms have been first on board to adopt native advertising (including Facebook, YouTube, Twitter, Tumblr, StumbleUpon and WordPress). So while the term ‘native’ ads is still growing among marketing executives, a majority of them value the attributes of ‘native’ video:
With 32% of CMOs saying they have bought or are planning to buy native video advertising in the next 6 months, we invite you to download the full report here.