New York—Almost three quarters—73%—of the members of the Online Publishers Association currently offer native advertising solutions and an additional 17% said they were considering such offerings for this year, according to a new OPA research study, “Premium Content Brands Are Native Naturals.”
The study also sought to define native advertising, allowing respondents to select as many responses as they liked from a list of possible statements. The vast majority of respondents, 93%, agreed native advertising is characterized by being integrated into the design of a publisher's website and residing on the same domain.
Eighty-six percent responded that native advertising includes content “provided by, produced in conjunction with or created on behalf of our advertisers that runs within the editorial stream.” Only 79% chose the response that characterizes native advertising as having “clear delineation and labeling as advertising content.”
The research, conducted in partnership with Radar Research, was based on 29 survey responses and 12 interviews of OPA members that took place in May and June.