Expect the Unexpected by 2020
In a recent report presented by eMarketer, the predictions concluded stating that, by 2020 we can expect the native advertising becoming more mobile and programmatic rather than social. But there is still over 75% of native spending contributing to social native advertising. However, this figure is expected to reduce by 2020.
This statistics may augur fine for native advertising tech businesses in future, specifically for the content DSPs (Demand-Side Platforms). The outlook of this industry is optimistic indeed, with the social advertising declining programmatically, there is a high probability for the non-social technology facing amazing benefits.
Still, the report provides warning that disintegration in the market can lead to problems for the buyers, with the availability of a huge number of vendors globally. The solution for this fragmentation is the DSPs. The process is pretty simple, we just have to consolidate all the supply vendors under a single platform that is having an amazing growth viewpoint by 2020.
Programmatic Native Advertising – Is the Advertising mature?
Latest reports acclaimed by eMarketer indicates the native advertising beyond social platforms are still facing difficulties similar to its experiences in 2018, which includes advertising clients who are still not aware of native creatives and native formats.
According to these reports, it’s difficult to assure that native advertising is mature when there are only 1/10th of online advertisers engaged in this practice. Technology disintegration and lack of education are two major roles liable for such change in the industry. However, some marketers express that paid media budgets are another field that is siloed from corporate structures, content marketing by traditional and old techniques.
The estimated average expenditure on a television ad is around $5 on distribution for every dollar spent on creative. Based on similar researches done on content marketing, the result obtained is quite opposite to television ad. This can also be considered as another contribution for a rate of only 11% brands engaging in online paid media and utilizing programmatic native distribution.
Still, this does not affect the fact that signifies the programmatic native advertising on social platforms and other channels, is one valuable uplifted paid distribution and amplification network for middle and top-funnel contents.
As per the reports from the Content Marketing Institute, adoption rates of content marketing for B2C brands is expected to be over 86% and 91% for B2Bs. This indicates numerous brands looking for the creation of content without engaging in any sort of paid content amplification.
Marketing is one profession where the personnel live in a world filled with contents, making them stand unique in the crowd, making it more difficult for them. This is one major fact that led to the implementation of native advertising, and as a result, this led to a huge room for boom. Hence, we can assume this advertising is far from being mature.
Below-provided is some of the reasons that justify various brands opting for content marketing primarily.
- Around 84% of people want their brands to deliver contents that provide solutions, creates experiences and events, tells stories, and entertain.
- Over 70% of internet consumers expect their brands to educate them regarding the products through content rather than traditional advertisements.
- Nearly 84% of millennials have lost faith in the traditional ads, since purchasing decisions are not influenced by ads, but are influenced through other forms of contents.
- The estimates display that an average person uses around 11.4 pieces of contents before entering into a purchasing transaction.
Comparing these statistics, it is safe to assume that content marketing is out of danger any time soon. Since many marketers are still facing difficulties in gaining content visibility, hence increase in adoption of native advertising and programmatic can also be witnessed. So, we can conclude with the fact that full maturity of programmatic native advertising is still years away.