The majority (83 per cent) of UK agencies include native advertising in their media plans, with the format expected to account for 15 per cent of display budgets by 2015, according to a Far Partners report.
The study, commissioned by Adyoulike, surveyed 500 senior business directors at the top 20 media agencies in the UK comprising a mix of heads of digital, digital strategy directors and digital business directors.
Currently native advertising accounts for 9.2 per cent of total digital display spend, but that figure is estimated to reach 15 per cent by 2015, according to the report. The 17 per cent Read full story ›
Source: The Drum
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