A recent report from Sharethrough shows that branded editorial content on owned sites has attracted the lion’s share, almost 70 percent, of editorial media spend.
As opportunities in mobile continue to grow, the platform is grabbing more and more of brands' media dollars. During the first quarter of 2014, brands allocated close to 70 percent of their editorial media spend to owned sites, according to the latest report by native advertising company Sharethrough.
Analyzing data collected via the company's in-feed ad exchange platform, the report divides branded editorial media into three categories - owned, sponsored, and earned. Among them, owned sites claim the largest share of advertising dollars, with 68 percent of editorial media spend in the first quarter of 2014. This is a 31 percent jump from the last quarter of 2013.
In comparison, sponsored media, which is defined as editorial content hosted on a professional publisher's site, represents just 29 percent of total spending. And earned media, content that a brand does not need to pay for, takes the remaining 3 percent.
A deeper look at owned media shows that it can encompass a wide range of content forms, including corporate blogs, corporate sites, and branded editorial sites.
Image Credit: Sharethrough
Corporate blogs grab 46 percent of the total owned media spending. In contrast, corporate sites and branded editorial sites each claim just 23 percent.
But is this spending distribution wise? The report suggests that although brands and marketers have allocated the majority of editorial media spend to owned media, they may obtain higher value by investing in earned media, as it drives the highest engagement rates of the three.
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Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
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