Spanish advertisers rely on branded, native content, says IAB | Ad Tech | News | Rapid TV News
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Over 80% of Spain’s advertising agencies and professionals use branded content and native advertising to win over their audiences, research from the Internet Advertising Bureau (IAB) has revealed.

iab content native 15 december 2017According to the research, carried out with nPeople, 41% of advertisers use both formats on a regular basis, while half launch branded content and native campaigns to complement more traditional advertising avenues.

In addition, almost 70% of Spain’s advertisers will increase their budget for branded content during 2018, said the report.

Regarding audiences, 17% of Internet users said that branded content and native advertising are interesting, and most added that both formats convey a feeling of trust. Over 20% said that trust increases if branded content is showcased through a well-known media.

“The research points to an increasing trend and an advertising format that connects better with the audience than traditional ads,” said Antonio Traugott, director general, IAB Spain. “Advertisers are showing increasing interest in these formats. No doubt branded content and native advertising are going to be increasingly relevant for digital advertising.”