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.
While ad fraud has become part of every marketer’s vocabulary, attribution fraud—the practice of gaming outdated attribution models to justify self-serving means—has ... read more
On Monday, Netflix reported that it added 370,000 new subscribers in the U.S. in the third quarter, 20% more than the 300,000 it ... read more
Snapchat Discover has been a hit with publishers that want access to the popular messaging app’s highly-desirable audience, and some reports even ... read more
According to Deloitte’s annual retail holiday sales forecast, retailers should expect to see an uptick in both in-store and online sales this coming holiday.