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Good News: Publishers and Media Buyers Both Like Native Ads

Buyers care about audience the most when evaluating media for native ads

October 15, 2014 | Advertising & Marketing | Media Buying

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.

US Publishers Who Offer a Native Advertising Solution, June 2014 (% of respondents)

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.

The other side of the ad world agrees. Among US media buyers polled by TripleLift and Digital Media Review (DMR) in May 2014, 73% employed native advertising. Usage should be even more impressive in the coming years; 67% planned to increase native ad efforts in the future, while just 7% said they would decrease native ad buying.

Top Priority When Evaluating Media for Native Advertising According to US Media Buyers, May 2014 (% of respondents)

Publishers should have a clear understanding of their audience when looking to sell native ad space to buyers. TripleLift and DMR found that audience was the top priority for media buyers when evaluating where to run native ad campaigns, cited by 70%. Content followed, at 24%, while placement wasn’t all that important (6%).

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