Publications such as CNet, Real Simple, U.S. News and Refinery29 charge roughly $30,000 for a native advertising campaign, and organizations can spend anywhere from $100,000 to $200,000 on a campaign through Buzzfeed, National Geographic or Time.
The investments pay off as brands receive a boost in awareness as clicks and shares abound. However, consumers are still wary of native advertising, according to a recent report.
A Contently survey of more than 500 consumers found that most see native advertising pieces as editorial articles. Many consumers (from 63 to 88 percent, depending on the publication) also have a hard time identifying the brand behind native advertising content.
Contently said that because publishers use subtle, unobtrusive ways to wedge in a brand mention, for many readers, the plug blends in with the editorial content a little too well.