Native advertising platform Sharethrough conducted a survey of US media agency executives in late 2012 and found that nearly 50% considered native video ads to be more effective than conventional ads at hitting key performance indicators (KPIs). Slightly more than one-third of respondents said it was too early to tell which were more effective, and the rest said native ads were either equally effective or somewhat less effective than other ad types. It should be noted that Sharethrough is invested in native advertising and the sample size of its limited survey was 112 executives from 12 agencies. Read the rest at eMarketer.
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