Native advertising—a form of online advertising in which paid content follows the form and function of the content among which it’s placed—has sparked controversy from the beginning.
Most recently, Comedian John Oliver equated native advertising and the intermingling of news and advertising to dipping Twizzlers in guacamole (it’s “really gross”).
But an infographic from MDG Advertising claims that native advertising is not only on the rise, but good for both brands and consumers. Seventy percent of Internet users want to learn about products through content rather than traditional advertisements, and 75 percent of publishers already offer some type of native advertising, the infographic reports.
Native advertising is successful, too. According to the infographic, people who click on native ads have a higher intent to purchase and stronger brand favorability than those who click on banner ads. Additionally, the click-through rate for Facebook ads in the news feed is 49 times higher than that of sidebar ads, and cost 54 percent less per click.
Forbes even says 20 percent of its 2013 revenue came from native advertising.
For more on native advertising’s effectiveness, as well as how to measure it, take a look at the infographic: