Going Native: How Marketers Are Reinventing the Online Video Advertising Experience

An interesting new rapport from Forbes, about “native advertising”

Summary: Over the past decade, content marketing, specifically in the form of online video, has become a fundamental tool for connecting with consumers. Native video, a more recent phenomenon that meshes in appearance—if not substance—with the overall feel of a publisher’s website, is achieving even greater viewer engagement.

“Native advertising” has emerged as the convergence between original brand video content and dramatically new approaches to distribution that ensure an ad matches the look and feel of a website and does not interrupt the viewing experience in the manner of a television commercial. While the term “native” ads has not fully caught on with marketing executives, the core elements of native ad types are favored by them, which suggests this market will grow as awareness increases. For this study, Forbes Insights, in association with Sharethrough, a native video advertising platform company, surveyed 136 marketing executives. Forty-six were from companies with revenues between $500 million and $1 billion, and the rest were from companies with at least $1 billion in revenue. The vast majority (99%) were located in the U.S.

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