Post by account_disabled on Mar 13, 2024 6:00:34 GMT
In this Pop Up post we return to talking about programmatic native advertising Let's return to the interesting topic of native-programmatic advertising , that is, the kind that is fed nowadays on social media, search engines and company sites and blogs. In this post by Pop Up, we will analyze together an interesting report published on eMarketer which presents interesting forecasts for 2020. Specifically, the company presents its estimates, overlaying the 2018 data with the estimates for 2020, concluding that in in the near future, native advertising will be more programmatic and mobile, but less social (social channels will be used less to spread content).
That said, social-native advertising still controls around 75% of total Find Your Phone Number advertising spending, but nevertheless, this figure is expected to drop by 2020. Is programmatic-native advertising ready to take flight? eMarketer analysis finds that: “Native advertising outside of social platforms still faces many of the same challenges it did in 2018, including advertiser customers uneducated about formats and native creative.” Based on these two reports, it's difficult to say for sure whether native advertising is mature, given that only a tenth of online advertisers use it. Lack of education and fragmentation of technology certainly play an important role in this phenomenon.
How much is spent on creative advertising Looking at the data, the average television executive (hence a traditional form of advertising) spends approximately five dollars on content distribution for every dollar spent on content creativity. So we pay for the medium much more than the content. This is also why only 11% of brands that develop their own media strategy also use native-programmatic content distribution. However, this does not change the fact that programmatic native advertising, across social and other networks, is the most effective paid distribution and amplification channel for top and middle content, developed within a sales funnel.
That said, social-native advertising still controls around 75% of total Find Your Phone Number advertising spending, but nevertheless, this figure is expected to drop by 2020. Is programmatic-native advertising ready to take flight? eMarketer analysis finds that: “Native advertising outside of social platforms still faces many of the same challenges it did in 2018, including advertiser customers uneducated about formats and native creative.” Based on these two reports, it's difficult to say for sure whether native advertising is mature, given that only a tenth of online advertisers use it. Lack of education and fragmentation of technology certainly play an important role in this phenomenon.
How much is spent on creative advertising Looking at the data, the average television executive (hence a traditional form of advertising) spends approximately five dollars on content distribution for every dollar spent on content creativity. So we pay for the medium much more than the content. This is also why only 11% of brands that develop their own media strategy also use native-programmatic content distribution. However, this does not change the fact that programmatic native advertising, across social and other networks, is the most effective paid distribution and amplification channel for top and middle content, developed within a sales funnel.