Native Advertising for the Travel Marketer

Summary

Native advertising, a type of content marketing, continues to gain momentum. In 2015, native advertising in the U.S. is expected to account for $4.3 billion of the projected $86.9 billion spent on all digital and mobile advertising for the year, representing a 34% increase over the previous year. Prior to 2014, native advertising was considered experimental; in 2015, it has become mainstream. Native advertising is difficult to define, partly because it can take so many forms. It can be labeled "advertisement," "sponsored," "branded," or "paid." Now the darling of digital publishers, is native advertising right for travel advertisers?