Native advertising helped online video technology firm Ebuzzing grow by 31 per cent last year, the company has announced.
The company brought in revenue of €50m in 2013, with video advertising revenue up 41 per cent to €45m.
According to co-founder and CEO Pierre Chappaz, native and mobile video advertising will be the big areas for the Ebuzzing in the year ahead.
“It is an exciting time for the industry and personally for Ebuzzing,” he said. “Our focus on technology allows us to develop formats enabling advertisers to target and engage with their audiences more effectively but also offering an alternative to publishers to better monetise their online content. This consequently protects the quality of their journalism without penalising their readership.
“2014 is going to be the year of native video advertising, thanks to contextual formats embedded into media articles, and mobile, where Ebuzzing brings numerous innovative solutions.”
Ebuzzing CMO Rebecca Mahony added: “We worked with Nielsen to investigate how viewers perceive the native format and found that the unique format of the article expanding helps to convey perceptions of innovation.
“Twenty per cent of the viewers who recall the ad very strongly agreed that they prefer it to other advertising on the internet – versus 13 per cent for pre-roll – and those who recalled native placements stated they were least likely to find the placement irritating.”
The native advertising model has proven popular with advertisers and publishers alike, although debate continues about its proper form and definition.