New Research Commissioned by Purch Reveals Prevailing Trends and Obstacles to Native Advertising and Programmatic Buying
NEW YORK, NY--(Marketwired - Jun 12, 2014) - Purch, a leading content and commerce company that connects buyers and sellers of technology and SMB products and services, today announced the results of a new commissioned study conducted by Advertiser Perceptions, the leader in research-based advertiser insight for the media industry. The study examined native advertising and programmatic buying, two of the top trends in the advertising and marketing industry, defining their growth and identifying specific objectives and challenges for each.
Native advertising and content marketing are beginning to garner budgets rivaling standard digital display. Per the study, native/sponsored content advertising spending is growing fast and expected to triple from 2013 to 2015. Programmatic buying is already nearly ubiquitous with 78 percent of high-level decision makers confirming their use of programmatic across campaigns.
The common element driving the growth of both native and programmatic is advertisers' desire for the combination of branding (awareness) and performance (sales and conversions). The study indicates that most native/sponsored content advertisers have branding as a main objective (71 percent), with a large majority (65 percent) citing sales/conversions as a top priority. Programmatic campaigns are typically assessed through performance metrics, including sales/conversion rates (75 percent). Yet a majority of programmatic advertisers include brand lift among their top evaluation metrics (51 percent).
"Advertisers' desire to create brand lift, while also driving sales, has cemented the use of both native and programmatic for publishers and marketers alike," said Mike Kisseberth, CRO, Purch. "The take-away for digital content providers is that to stay ahead of the curve, you must find ways to customize and innovate on both of these offerings to achieve, and exceed, the branding and performance metrics put forth by advertisers."
Additional key findings include:
NATIVE ADVERTISING
PROGRAMMATIC BUYING
The study was conducted in Q1 2014 among high level U.S. marketer and agency advertising decision makers, spending $1 million or more on digital advertising. The survey focused on their current use and future plans for native/sponsored content and programmatic digital advertising campaigns.
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About Purch
Purch is a portfolio of digital brands and services that helps make complex buying decisions easy for 78 million consumers monthly. Its respected sites such as Top Ten Reviews, Tom's Guide, Tom's Hardware, and Live Science natively integrate commerce and content in more than 1000 product categories so consumers can make better choices before, during, and after an important purchase.
The company helps marketers achieve their branding and performance objectives in a high-quality, brand-safe context. Its sites connect in-market shoppers with more than 7,000 marketers and sellers, driving industry-leading conversion rates and $1 billion in commerce transactions annually.
Purch is a high-growth, privately held company with more than 350 employees and offices across the U.S. and Europe.