StatsAd Industry MetricsOwned Editorial Content Claims Majority of Media Spend on Mobile [Study]

Owned Editorial Content Claims Majority of Media Spend on Mobile [Study]

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.

sharethroughspend

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. 

ownedmedia

                                                    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.

earnedmedia

Related Articles

Ad blocker use continues to grow rapidly

Ad Industry Metrics Ad blocker use continues to grow rapidly

9m Al Roberts
Stats of the Week: UX gets an F

Ad Industry Metrics Stats of the Week: UX gets an F

1y Mike O'Brien
Stats of the week: All about mobile apps

Ad Industry Metrics Stats of the week: All about mobile apps

1y Mike O'Brien
Seven of the biggest industry stats of 2015

Ad Industry Metrics Seven of the biggest industry stats of 2015

2y Yuyu Chen
7 display advertising stats of 2015 that you should know

Ad Industry Metrics 7 display advertising stats of 2015 that you should know

2y Yuyu Chen
Stats of the week: consumers say no to online advertising

Ad Industry Metrics Stats of the week: consumers say no to online advertising

2y Sophie Loras
Snow White and the Seven Stats: Figures from the last week in digital

Ad Industry Metrics Snow White and the Seven Stats: Figures from the last week in digital

2y Mike O'Brien
Seven of our favorite stats of the week

Ad Industry Metrics Seven of our favorite stats of the week

2y Mike O'Brien