Research Reveals How Marketers Are Measuring the Success of Native Advertising [Infographic]

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Jami Oetting
Jami Oetting




Native advertising is here to stay. 

At least that what's 72% of marketers surveyed by the Association of National Advertisers said about the format. 

Spending on native ads accounts for only 5% of overall ad budgets, but there is an opportunity for agencies and media companies to show the value of the format. The data reveals that most campaigns are still are focused on click-through, not lead generation. 

Some other interesting stats featured in this graphic created by Carlos Monteiro for Adweek include:

  • 70% of marketers measure success based on social sharing. 
  • The average time spent on a native ad when viewed from a smartphone is more than 3 minutes. 
  • 27% of marketers said their native ad was created by a specialized digital agency. 



*The graphic mistakenly indicates that 54% of B2C marketers said their company used native advertising in the past year. This should be 54% of B2B marketers. It also states that 59% of B2C marketers said their companies will be increasing their native budgets. It should be 59% of B2B marketers. Source: ANA study Advertising Is Going Native


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