Native Ads in the UK: They’re Popular But What Are They?

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A new Say Media UK study finds most UK marketers like native ads – they’re just not always sure what they are.

The study sampled more than 150 advertising and media professionals from across the UK, with the intent of establishing the market’s understanding of the term Native Advertising. While 88% said native ads were something that should be on every brand’s digital media plan bu 2019, only a third felt they knew exactly what native ads are.

This was further highlighted by the disparity between what respondents actually believed Native to be, with 42% of respondents stating “Advertorials” and 40% citing “in-content ad formats.” Perhaps the biggest surprise was that just 26% thought Native included branded content.

The full UK results are covered in Net Imperative.