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native advertising

2016 Predictions and Trends

For the First Time, Advertising To Surpass $500 Billion In 2016

IHS analyst Eleni Marouli predicts 2016 ad spending in this Media Post article by Laurie Sullivan.  “Advertising to Surpass $500 Billion in 2016” includes the prediction that advertising will rise 5.7% and video will become the new mobile. Initiatives around measurement in the advertising industry are also discussed by Sullivan.
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Source: http://www.mediapost.com/publications/article/265493/advertising-to-surpass-500-billion-in-2016.html

IoT Will Become Omnipresent in Our Lives

Chuck Martin’s 2016 IoT predictions for Media Post include an extensive list from a variety of cited sources.  Beacons, wearables, encryption technology, smart machines, and more are presented in, “2016 IoT Predictions: Big Data, Beacons, Wearables, Security.” 
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Source: http://www.mediapost.com/publications/article/265353/2016-iot-predictions-big-data-beacons-wearables.html

Fewer but More Creative Ads in 2016

Matt Sweeney, CEO of Xaxis North America, presents six of the top trends that will impact advertising in the year ahead.  In this article for Campaign Live, “Better Creative, Fewer Ads: 6 Trends That Will Define 2016,” Sweeney predicts that ads will be more relevant and less intrusive.
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Source: http://www.campaignlive.com/article/better-creative-fewer-ads-6-trends-will-define-2016/1377923

Native Advertising: FTC Guidance and IAB Concerns

The Internet Advertising Bureau (IAB) plans to seek additional clarification from the Federal Trade Commission (FTC) concerning the Commission’s recent Guidance on Native Advertising.  Brad Weltman, Vice President, Public Policy at the IAB, discusses his concerns in this IAB press release, “IAB Concerned About FTC Guidance on Native Advertising.”  While both organizations agree on the importance of clear disclosure to consumers, they disagree about other points in the Guidance. 
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Source: http://www.iab.com/news/iab-concerned-about-ftc-guidance-on-native-advertising/

Multichannel Online Behavior Can Predict Online Consumer Purchasing

This December 2015 article from the Journal of Advertising Research examines how consumer behavior across multiple online advertising channels can be used to predict conversions. The authors, Sebastian Klapdor, McKinsey & Company, Munich; Eva Anderl, FELD M, Munich; Jan H. Schumann, Universitat Passau, Germany, and Florian Von Wangenheim, ETH, Zurich, Switzerland, suggest strategies for advertisers to target individual consumers based on this research in this article, “How to Use Multichannel Behavior To Predict Online Conversions-Behavior Patterns Across Online Channels Inform Strategies For Turning Users Into Paying Customers.”
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Source: http://www.thearf.org/journal-of-advertising-research-online-access/

MMA Issues Guidance Report on Mobile Native Advertising

The Mobile Marketing Association (MMA) released a “Guidance Report on Mobile Native Advertising.”  According to MMA’s press release, the report includes best practices and highlights the unique power of mobile native advertising. In fact, when optimized for frequency of exposure, mobile native advertising performed as much as 10 times better compared to mobile display advertising at a similar frequency. 

Referring to the research of the MMA’s Mobile Native Advertising Committee, the organization’s Chief Strategy Officer Sheryl Daija stated, “As a result of these learnings and the insights from SMoX, we know there is greater attentiveness to the content, creating a need for different rules and best practices to maximize the performance of mobile native advertising.”

The report provides guidance in the form of specific actionable steps for both marketers and publishers. In addition, the press release provides a link to download the full report.

 

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63% of Marketers to Increase Native Ad Spend

Almost two thirds of respondents expect to increase their native advertising budgets in 2015, according to an ANA survey of member marketers. Currently, native advertising only accounts for a small percent of  budgets– five percent or less for the bulk of respondents (68%). Other findings from this report:

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Mobile Native Ad Benchmarks Set

WARC cites figures from Polar which suggest higher click through rates and engagement levels for native ads shown on mobile devices than those shown on desktop computers. Read more »

Native Ad Spending to Jump Despite Marketer Reservations

Top marketers including Ford, Kimberly-Clark, GE, and HP plan to increase spend in native advertising, according to eMarketer. The research firm forecasts spend at $4.3 billion in 2015, a 34% increase versus the current year. This figure will climb to $8.8 billion by 2018. Read more »

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