Native advertising is becoming the go-to format for agencies in the Asia-Pacific region, and it seems to be due to direct consumer reaction. According to research by Warc and King Content, the primary reason that advertisers are using the format was that they felt it increased customer engagement. Over 21% of users said that it increased engagement, whilst 16% said they felt it aligned with their brand better than other forms of marketing. The increase in the use of native was noted in another survey at the start of this year, where it was the most popular form of digital advertising in the Asia-Pacific region, with 18% of respondents confirming that they used it. This increase in the use of the format follows a forecasted trend put forward by marketers in 2015.