October 20, 2014
Each week, we bring to you the most relevant news stories covering native advertising, programmatic media trading and content marketing from around the web.
Native advertising is here to stay, based on August 2014 numbers from Mintel. The market research provider estimated that US native ad spending came in at $1.3 billion in 2013 and expected this to rise drastically through 2018, when it would reach $9.4 billion.
In a June 2014 study by Mixpo, nearly three-quarters of US publishers said having a native advertising offering was important. And they were taking action. The majority of respondents offered a native advertising solution, and an additional one-fifth planned to do so within the next few years at most.
"In part, it’s a question of ad formats. Everyone is trying to figure out what formats will get users to take action on mobile screens. Facebook’s style of in-stream, native ads appear to have an edge."
VisitBritain bets big on Native Advertising with a large Native Advertising campaign based around eight key content headings: music, film, TV, sport, food, heritage, countryside and shopping.
Yahoo unveiled new research at the IAB UK Digital Upfronts event that shows that users do not filter ads specifically from a content stream.
@MindiChahal breaks down the findings of the latest report:
"The brand’s mobile native advertising study shows that smartphone users are twice as likely to agree that if content is engaging they do not care if it’s an ad.
It also reveals that 85% ‘visually engaged’ with an advert, meaning a user saw a native ad when presented in a content stream, which is 21% higher than on other types of display ads on mobile.
Over half (58%) of Yahoo users said that stream advertising is a better fit with content that other types of mobile advertising and 62% say it’s less intrusive."
Programmatic is one of the hottest buzzwords in today’s advertising market, and with good reason. According to new figures from eMarketer, US programmatic digital display ad spending will grow 137.1% to eclipse $10 billion this year, accounting for 45.0% of the US digital display advertising market.
“Programmatic advertising has gotten a lot of hype in the past 12 to 24 months, but it’s finally fair to say that today, holdouts on participation are proving the exception, not the norm,” said Lauren Fisher, analyst for eMarketer. “2014 has proven a pivotal year, and with the majority of infrastructure now laid and testing well in progress, we’ll see programmatic ad spending explode from 2015 into 2016.”