Professional Documents
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$1.3
2013
Note: defined as a form of paid media where the ad experience follows the
natural form and function of the user experience in which it is placed;
CAGR (2013-2018)=48.5%
Source: Mintel as cited in press release; eMarketer calculations, Aug 5,
2014
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www.eMarketer.com
2018
No
27%
Same
26%
Yes
73%
Currently employ
No
7%
Yes
67%
Source: TripleLift and Digital Media Review (DMR), "Digital Media Buyers Get
Native: How Agency Executives Are Leveraging Native Advertising to
Connect with Customers," June 23, 2014
178627
www.eMarketer.com
But obstacles remain, and they can seem bigger than the
benefits. The same survey found that insufficient reporting
and ROI metrics were a problem for 46% of US advertising
decision-marketersfar more than the 31% who enjoyed
increased brand awareness. There were also problems
aligning campaigns with marketing objectives for 38% of
respondents. Just 13% said nothing was standing between
them and the perfect native ad campaign.
Organic
54%
Facebook
11%
14%
69%
14%
10%
10%
2%
LinkedIn
11%
86% 2%
Google+
7%
76%
10% 7%
2%
Pinterest
6%
83%
8%
1%
Tumblr
5%
89% 5%
Twitter
2%
92% 4%
First touch
www.eMarketer.com
1%
Middle touch
Last touch
Only touch
www.eMarketer.com
2012
2013
2014
2015
2016
$2.9
$4.3
$4.9
$5.5
$6.1
$6.8
48.3%
14.0%
12.2%
10.9%
11.5%
Native* spending
% change
$1.4
-
$2.4
$3.1
$3.7
$4.4
$5.0
71.4%
29.2%
19.4%
18.9%
13.6%
Note: includes desktop and mobile platforms and local and national
spending; excludes social marketing/measurement platforms and services,
social commerce and virtual currency; *branded content integrated
directly within a social network experience
Source: BIA/Kelsey, "Annual US Local Media Forecast: Social Local Media
2012-2017 (Mid-Year Update)"; eMarketer calculations, Dec 18, 2013
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2017
84.4%
Branding
67.5%
Brand affinity
53.2%
Purchase intent
16.9%
Loyalty
33.8%
24.7%
Customer acquisition
24.7%
Thought leadership
Lead generation
16.9%
www.eMarketer.com
Lenovo Joins Forces with NFL and The Onion for Video Series
Kevin Berman
Director, Advertising and Marketing Services
Lenovo
In terms of best practices, you need to have well-thoughtout messaging and product strategy so that you can
dynamically update and refresh content ... in unison with
what your direct-response teams are doing. You dont want
there to be a disconnect in your brands voice.
Lenovo Joins Forces with NFL and The Onion for Video Series (continued)
eMarketer: How do you decide whether to develop new
content or use repurposed TV creative?
Christy Tanner
Senior Vice President and GM,
Media Group
CBS Interactive
Tessa Gould
Director of Native Advertising and
HuffPost Partner Studio
The Huffington Post Media Group
MEDIA VOICES: HuffPost Offers Unique Mix of Native Formats for Partners
(continued)
The best-case scenario is that you want someone to read
the copy and then take it into multiple social actions.
Some people share content without reading it. But, for the
advertiser to really see improvements in brand favorability,
the reader needs to be actually reading and consuming the
content, as well as sharing it.
Tim Clark
Head of Brand Journalism
SAP