Spending on content marketing is projected to rise 59% and that on native advertising 46% within two years, according to a PulsePoint survey. The majority of brands described content and native marketing as "very significant."
Programmatic premium in-feed native advertising inventory across PCs and mobile devices is now available in Europe through a partnership between Adyoulike and AppNexus. "The use of data, targeting and optimisation we can now offer via programmatic is almost endless," Adyoulike CEO Julien Verdier said.
The purchase of native ads rose 24% between July and December last year, with 851 brands purchasing native ads on the top 100 consumer and business-to-business sites in December, according to a MediaRadar report.
The Interactive Advertising Bureau has published a content-marketing primer that defines the misunderstood term and offers guidelines on disclosure. The IAB defines content marketing as "creating and distributing relevant and valuable content" to a specific audience and notes that, unlike traditional "push" advertising communication, it is a "pull" strategy that aims to improve how a brand is perceived.
Buzzfeed is building a native-advertising network to place sponsored content from its advertisers on other websites. The network, which Buzzfeed is shopping around to agencies, will allow brands to place headlines and images on sites such as The Awl, Cracked.com and Dealbreaker. "We always wanted the business not to be limited by the scale of our site," said Buzzfeed President Jon Steinberg. "That means figuring out places do what we do other than on Buzzfeed.com."