National advertisers involved in native advertising, branded content and TV integrated marketing are devoting ever-larger proportions of their TV and digital budgets to these efforts and reporting greater maturity with native advertising, according to research made available to MarketingCharts by Advertiser Perceptions.
The study results are based on a survey of 457 marketer and agency contacts from the Advertiser Perceptions Media Decision Maker Database. All respondents have decision-making oversight in Native, Branded Content and/or Integrated Marketing (the latter defined as “inserting a brand or brand messaging into content,” in this case specific to TV.)
This year respondents estimated allocating fully 28% of their TV and digital budgets to native, which encompasses the aforementioned formats – native ads and branded content for digital efforts and integrated marketing (such as product placements) for TV. That represents an increase from 25% last year and 18% in 2014, reflecting the greater attention paid to these formats. Read the rest at MarketingCharts.