According to a study by @ANAmarketers, 63% of marketers will increase their budgets for native advertising in 2015. Native advertising is a form of online advertising in which digital ads imitate the editorial content around them. Their findings were consistent with @eMarketer’s forecast that said native ad spending in 2015 would be $4.3B - a 34% increase over 2014. However, native ads’ share of overall marketing budgets is still relatively small as it represents only ~5% of advertiser budgets. The ANA said that, “The main benefit of native adverting is the ability to create extremely relevant associations between the brand and consumer via content. Given today’s media landscape, where consumers can avoid ads more than ever, advertisers are looking for new ways to get their messages noticed and acted upon.” - Link