[May 20, 2015] |
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New PulsePoint Report Finds Content Marketing and Native Ad Spend Growth Will Outpace Search and Display by 2017
PulsePoint
Inc., a next-gen advertising technology platform, announced new research
that uncovers key insights into how today's advertisers and publishers
utilize content marketing and native advertising, the current challenges
they face and the role automation technology will play across the two
strategies in the company's latest State
of the Industry Intelligence Report.
"As an industry, we're guilty of using too many buzzwords and diluting
our own truths and understanding. In this study we wanted to clearly
establish how the industry is defining and embracing content marketing
and native advertising," said Sloan Gaon, CEO of PulsePoint. "In
addition to outlining the nuances between the two, we found that content
marketing and native will continue to see explosive growth across both
advertisers and publishers and will usher in a new era of engagement
where metrics like time spent and social actions will replace CTR as the
measure of success."
PulsePoint's State
of the Industry Intelligence Report defines content marketing as a
strategy to create and distribute valuable content and defines native
advertising as a paid media that matches the form and function of the
platform on which it appears. It also reports that marketers and
publishers anticipate automation technology improving the ability to
scale, target, measure and optimize both content marketing and native in
the near future.
Key Takeaways Include:
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By 2017, content marketing and native ad budgets will grow 59% and 46%
respectively, outpacing the growth of display and search ad spend.
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60% of brands and agencies view content marketing as 'very
significant' to their overall marketing strategy.
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61% of publishers say that content marketing is 'significant' or 'very
significant' in terms of their revenue models, and 54% say the same
about native advertising.
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67% of marketers use content marketing to support brand engagement
objectives.
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45% of brands, agencies and publishers believe automation technology
will enable content marketing and native to scale.
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70% of publishers feel that native advertising has the most potential
to bring in more revenue for their publication over the next two years.
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Agencies, brands and publishers alike cited lack of resources as the
largest challenge they have with content marketing and native today.
To download the full study, please visit: http://goo.gl/5ImW0B
PulsePoint conducted the study with Digiday, who polled over 500 brands,
agencies and publishers in March 2015.
This is the second State of the Industry Intelligence Report that
PulsePoint has conducted with Digiday. A
2014 study found that 83% of marketers surveyed on the intersection
of programmatic and content marketing believe that content marketing
will be programmatically powered by 2017, highlighting the new reality
that technology will help bring greater scale and efficiency for content
marketers and publishers.
About PulsePoint
PulsePoint™ is a next-gen advertising technology platform that fuses the
science of programmatic targeting, distribution and optimization with
the art of content marketing. Our platform is powered by terabytes of
impression-level data, allowing brands to efficiently engage the right
audiences at scale while helping publishers increase yield through
actionable insights. Investors in the company include Draper Fisher
Jurvetson (DFJ), Gotham Ventures, New Atlantic Ventures (NAV), Investor
Growth Capital, Updata Partners and VantagePoint Capital Partners. The
company is headquartered in New York City with offices in San Francisco
and London.
View source version on businesswire.com: http://www.businesswire.com/news/home/20150520005267/en/
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