APAC marketers using native advertising for engagement not to drive sales finds Warc study

Native ad on

Native ad on

A regional study on native advertising has revealed that just four per cent of industry executives cite sales as a reason to use the medium, highlighting effectiveness as a potential issue for the fast-growing discipline.

The survey of 16 APAC markets by ad research group Warc and content marketing agency King Content found that marketers prefer to use native at the beginning of the path to purchase, with particular focus on driving awareness and engagement.

The study found that 69 per cent of the 300 brand marketers, agencies and media owners asked said they did not have a strategy in place for the medium. However, most respondents are positive about the native opportunity.

Two-thirds of those surveyed said they had positive or very positive sentiments towards native advertising, and almost a third are already using the medium.

Sixty-one 61 per cent said they are likely to consider native for future marketing plans, and only seven per cent said they would not recommend native advertising to a client.

“Though brand owners in particular feel positive about native advertising, the lack of strategy for the medium is a concern,” commented Leanne Brinkies, global head of native advertising at King Content.

“Most respondents would recommend investing in native advertising. However, clearer strategies, effective measurement and more education will be necessary for brands to generate long-term return on investment,” she said.

The study points to research that shows that the native ad market is expected to grow to US$53 billion by 2020, with $14.1 billion of that total in Asia Pacific.


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