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Sixty-three percent of marketers plan to increase budgets earmarked for native advertising in 2015, according to a survey of 127 marketers by the Association of National Advertisers, or ANA, in the fourth quarter of last year.

Native advertising is a tactic in which digital ads mimic the editorial content surrounding them, whether that’s an article, video or photo collage.

The ANA’s findings, which also showed that 55% of respondents had increased their native ad budgets in 2014, supports earlier studies indicating marketers plan to spend more on the tactic. An eMarketer forecast, for instance, says that spending on native ads will reach $4.3 billion in 2015, a 34% increase over last year.

Continue reading at AdAge.com