New study delves into the native ad opportunity and offers marketers best practices for creating native campaigns

Native ads are hot right now and it’s easy to see why. According to our research, more than 60 percent of consumers have a favorable view of native ads.¹ Publishers have caught on to this, with 72 percent currently offering native ads, or planning to within the next several years.² So where does this leave advertisers? In 2015, 79 percent of advertisers plan to buy native ads.³ Our new study, The Native Advertising Frontier, digs deeper into this surging format, providing marketers with helpful insights and best practices.

According to the study, the three keys to native advertising success are:

1. Selecting the right platform: Make sure your content is aligned with the purpose, tone and visual style of the site you choose.
2. Adding value for users: If users find the content informative and in line with their interests, they’ll read and share it, even if it is presented by a brand.
3. Being transparent: Native content that is very clearly identified as sponsored, clearly branded and includes a clear call to action performs best.

For all of details, be sure to read the full study. To learn more about how Yahoo can help you drive business results with native advertising, contact your account manager.

¹Yahoo/Ipsos Consumer Perceptions About In-Feed Ads, August, 2013
² Native Advertising Report: Native Advertising Perceptions & Trends, Advertiser Perceptions, July 2014
³ Mixpo "Native Advertising Survey," September 2014