Native Advertising is Tops with Entertainment, Professional Services

Thu Jul 13, 2017

Kathy Crosett

Like many ad industry watchers, Media Radar analysts have detected a drop in programmatic entertainmentadvertising this year. They also report that native advertising is in big demand, especially in specific categories. One of the big surprises about the report was the shift in the print category. Here are the details.

In its Consumer Advertising Maximizing Impact report, Media Radar analysts tracked the activity of  266,324 advertisers over the past two years. During that time, researchers observed a tripling in the number of advertisers buying native. Marketers who have been most willing to buy native ads operate in the following industries:

  • Media & Entertainment
  • Professional Services
  • Financial & Real Estate
  • Technology
  • Wholesale

In the advertiser group studied by Media Radar, the number of marketers interested in native messages jumped 74% in the first quarter of 2017, compared to the same period last year. At the same time, the number of programmatic advertisers dropped 12%. Researchers link the drop in programmatic to concern for brand safety. When a marketer can’t be sure of the type or quality of content her messages will appear next to, she’s less eager to buy that format.

Media Radar analysts also took a look at the print ad market and reported an 8% drop between the first quarter of last year and this year. The news is not all bad for print, though. Researchers have found a growing demand from marketers who want to reach niche audiences with ads in print publications. Specifically, publications which target tweens, automotive aficionados, dieters and lifestyle enthusiasts can count on higher ad demand this year. In addition, analysts predict a strong year for publications which target regional audiences, and those which celebrate the arts.

The ad market continues to evolve. Marketers are scrambling to get their messages in front of fickle consumers, and sales reps can help by showing them the power of their format and back up their boasting with ROI numbers.

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About Kathy Crosett

Kathy is the Research Director for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel.

View all posts by Kathy Crosett
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