Marketers are bullish about native advertising in 2015, with executives from top brands — including Ford Motor Co., Kimberly-Clark, General Electric and Hewlett Packard — telling research firm eMarketer they plan to boost outlays around the tactic in the next year or more.
“I would expect our spending in this area to increase considerably over the next 18 months, specifically in the area of video,” said Ed McLoughlin, HP’s director of strategy and planning-global media and digital marketing.
“We just dipped our toe into the water this year, but I would say we’ll see a five- to 10-times increase over what we spent this year,” said Matt Eaves, VP-engagement at Cancer Treatment Centers of America. Native advertising is “definitely becoming a line item in the budget that we’ll have dedicated dollars to put against because I believe it’s working,” he added.
Source:: AdAge – Digital