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BizReport : Advertising archives : May 25, 2015

PulsePoint: Content marketing, native future of advertising

In a new report out from PulsePoint, researchers suggest native advertising and content marketing spends will increase by more than 45% over the next two years. Are these ad forms the future of online advertising?

by Kristina Knight

According to the PulsePoint data content marketing spends will increased 59% by 2017 while native advertising budgets will increase by 46%. Most brands say content marketing efforts are 'very significant' to their online strategy.

"As an industry, we're guilty of using too many buzzwords and diluting our own truths and understanding. In this study we wanted to clearly establish how the industry is defining and embracing content marketing and native advertising," said Sloan Gaon, CEO of PulsePoint. "In addition to outlining the nuances between the two, we found that content marketing and native will continue to see explosive growth across both advertisers and publishers and will usher in a new era of engagement where metrics like time spent and social actions will replace CTR as the measure of success."

Other interesting findings from PulsePoint's State of the Industry Intelligence Report include:

• More than half of publishers report content and native marketing are 'very significant' to their bottom line
• 67% of marketers use content marketing to support brand engagement
• 70% of publishers believe native ads 'the most potential' to increase revenues

Researchers also found that nearly half of brands, publishers and ad agencies thing automation will help bring both native and content marketing to scale.

Tags: ad trends, advertising, content marketing, native advertising, PulsePoint

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