Changing Brand Perceptions through Native Ads

This article discusses native advertising- ads on online publications that resemble the websites' content.  These are generally found on news sites.

While a six month native ad campaign can cost nearly half a million dollars, advertisers are moving forward due the native ads providing 4-5x more engagement than traditional banner ads.  This trend is likely to continue with the rise in ad blocking efficiency.

Marketers have also found that an extended native ad campaign can be an effective method of changing brand perceptions, though this effort can take time as publishers must continually adjust the content.


http://adage.com/article/digital/native-content-yielding-big-returns-publishers/307799/