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New PulsePoint Report Finds Content Marketing and Native Ad Spend Growth Will Outpace Search and Display by 2017

PulsePoint

Business Wire
May 20, 2015

NEW YORK--(BUSINESS WIRE)--PulsePoint Inc., a next-gen advertising technology platform, announced new research that uncovers key insights into how today’s advertisers and publishers utilize content marketing and native advertising, the current challenges they face and the role automation technology will play across the two strategies in the company’s latest State of the Industry Intelligence Report.

“As an industry, we’re guilty of using too many buzzwords and diluting our own truths and understanding. In this study we wanted to clearly establish how the industry is defining and embracing content marketing and native advertising,” said Sloan Gaon, CEO of PulsePoint. “In addition to outlining the nuances between the two, we found that content marketing and native will continue to see explosive growth across both advertisers and publishers and will usher in a new era of engagement where metrics like time spent and social actions will replace CTR as the measure of success.”

PulsePoint’s State of the Industry Intelligence Report defines content marketing as a strategy to create and distribute valuable content and defines native advertising as a paid media that matches the form and function of the platform on which it appears. It also reports that marketers and publishers anticipate automation technology improving the ability to scale, target, measure and optimize both content marketing and native in the near future.

Key Takeaways Include:

  • By 2017, content marketing and native ad budgets will grow 59% and 46% respectively, outpacing the growth of display and search ad spend.
  • 60% of brands and agencies view content marketing as ‘very significant’ to their overall marketing strategy.
  • 61% of publishers say that content marketing is ‘significant’ or ‘very significant’ in terms of their revenue models, and 54% say the same about native advertising.
  • 67% of marketers use content marketing to support brand engagement objectives.
  • 45% of brands, agencies and publishers believe automation technology will enable content marketing and native to scale.
  • 70% of publishers feel that native advertising has the most potential to bring in more revenue for their publication over the next two years.
  • Agencies, brands and publishers alike cited lack of resources as the largest challenge they have with content marketing and native today.

To download the full study, please visit: http://goo.gl/5ImW0B

PulsePoint conducted the study with Digiday, who polled over 500 brands, agencies and publishers in March 2015.

This is the second State of the Industry Intelligence Report that PulsePoint has conducted with Digiday. A 2014 study found that 83% of marketers surveyed on the intersection of programmatic and content marketing believe that content marketing will be programmatically powered by 2017, highlighting the new reality that technology will help bring greater scale and efficiency for content marketers and publishers.

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