Dive Brief:

• Copyblogger surveyed over 2,000 readers for its 2014 Native Advertising Report to get an understanding of marketers' native ad habits. 
• A surprising 73% of respondents said they had "no idea or hardly a clue" about native advertising. 
• Over half of respondents claimed they were skeptical of native advertising and overall respondents had a hard time identifying it — only 23% correctly identified all the various types of native ads. 

Dive Insight: 

The results are quite surprising considering how much native advertising has been in the headlines. The big reason for such little claimed knowledge about native advertising is the confusion over what constitutes a native ad. Many knew that sponsored stories were native, but didn't recognize ads like Promoted Tweets or branded content as native. A better understanding (and perhaps a more specific definition) of the term and practice itself is clearly needed in the marketing community.