Research: Bidtellect 1H 2020 Native Report

Research: Bidtellect 1H 2020 Native Report

Bidtellect’s Native Report was created to provide advertisers with important insights and trends in the digital advertising industry – specifically, Native Advertising.

Download below. 

The first half of 2020 has been an eventful, unpredictable, and trying year for many across the world. A history-making global pandemic and civil rights movement have upended daily life and dominated the collective consciousness. As the coronavirus pandemic spread to the United States and Canada and halted life as we know it, the digital advertising industry was just one of many affected by the change.

The shift to the “new normal” of at-home work, dependence on ecommerce and at-home delivery, and attention to health and well-being are showcased in Bidtellect’s emergent platform trends in this report.

Goal Setting

Multiple Goal Types revenue was 68% higher than CTR in one month, and consistently about double.

i

Device Engagement

Mobile had a 106% higher CTR than Desktop in 1H 2020.

Channel Trends

Engagement in the Style & Fashion category increased 21% from February to April, the height of the pandemic in the United States.

Download Bidtellect's 1H 2020 Native Report

1 + 5 =

Research: Bidtellect 2019 Native Report

Research: Bidtellect 2019 Native Report

Bidtellect 2019 Native Report

The important insights and trends from 2019

To prepare you for 2020.

Download below. 

Bidtellect’s Native Report was created to provide advertisers with important insights and trends in the digital advertising industry – specifically, Native Advertising.

Bidtellect’s platform processes over 55 billion Native auctions daily across 58 million distinctly targetable placements, and this number continues to grow quarter over quarter. We analyze data from the start of an auction through post-click consumer activity including but not limited to the metrics captured in this report.

 

Key Takeaways:

Dynamic Goal Setting Leads to Success

Multiple Goal Types Outperformed CTR by 32% in 2019 and revenue increased by 38% from 2018 to 2019.

i

Contextual Targeting is More Than a Privacy Tool

One client saw 88.3% VCR using contextual targeting, and Bidtellect announced a deepened partnership with Just Media, emphasizing the use of contextual-driven decisioning to reach decision-makers.

I

Video Use is Growing

Completion Rate (Video) as a Goal Type increased in revenue by 19% from 2018 to 2019 and held a top revenue spot across all four quarters in 2019.

Creative Assets Matter

Creative requests Bidtellect’s in-house creative team, [b]+studio, increased by 134% in 2019, and Education – the vertical with the highest growth – increased by a whopping 446%.

Download the 2019 Native Report

6 + 5 =

Research: Bidtellect Native Report 2H 2018

Research: Bidtellect Native Report 2H 2018

Bidtellect Native Report 2H 2018

Every half year, Bidtellect dives deep into the Native Advertising ecosystem to provide a high-level overview of notable findings, with the aim of giving marketers a clearer understanding of the state of their content distribution strategies.

As technological advances increase, sharper targeting, dynamic optimization, high quality creative, and flexible goal types make bringing the right creative to the right user ever-easier and cheaper – and the engagement data proves it.

The deeper engagement trend of the first half of the year continued through the second half of 2018. Bounce rates across devices decreased, while the length of time spent on sites visited and number of page views per visit increased. In Mobile engagement, the rate of change surpassed Desktop.

Click Through Rate (CTR) continues to be a top priority for marketers and advertisers, but as Viewability emerged as a new top goal in Q4. CTR in Mobile, again, grew noticeably, indicating it’s becoming – and should be – a priority for advertisers. Users are not only engaging with content on mobile and tablets at a growing rate, but engaging deeper and more thoughtfully.

Marketers are recognizing the importance of creating appealing Native Ad copy and images, and requests for creative services increased over 2018 and top-requested categories emerged. High-quality content deserves high quality advertisements that simultaneously blend seamlessly into the environment, appeal to the right consumer, and match the voice and personality of the content they are directing the consumer towards.

Here are the 3 main trends we found for the 2H 2018 report:

01

Longer Engagement Across Devices

Lower Bounce Rates and Higher Time on Sites and Page View per Visit point to high quality content coupled with accurate targeting capabilities, including increased contextual placement targeting. Creative service requests are increasing.

02

Mobile CTR is Surpassing Desktop

Mobile engagement continues to grow, and CTR not only increased in Mobile over Desktop, but the rate of increase is far higher than that of Desktop.

 

03

Creative Ad Image and Copy Are a Higher Priority

The increase in Creative Service requests point to more advertisers recognizing the importance of creative in appealing to consumers- especially in Native.

 

Longer Engagement Across Devices

Engagement by Device:

Engagement Score is a unique metric created by Bidtellect to most-accurately measure the success of a Native asset based on user behavior. Its algorithm factors in sessions, pageviews, bounce rate, and time on site. Over 2018, the Engagement Score rose steadily across all devices (ES & Time on Site) in comparing Q4 2017 to Q4 2018. This improved performance speaks to Bidtellect’s continued improvement of its optimization as well as the public’s shift towards native as the type of ads they want to engage with.

Time on Site:

Time on Site had the most marked increase across device. High quality content in conjunction with clear messaging and engaging creatives led to longer Time on Site. The most notable change is in Mobile, in which Time on Site increased from Q1 to Q4 by 25%.

As a result of increased Time on Site, we tied a decrease in Mobile Bounce Rate from Q1 to Q4 2018 by 25%.

  • Mobile Time on Site from Q1 to Q4  increased by 28%
  • Mobile Bounce Rate from Q1 to Q4 decreased by 25%

And in comparing Page Views Per Visit, Desktop vs. Mobile: Desktop had slightly more page views per visit and they had about the same bounce rate.

 

 

While engagement grew across devices, Mobile’s huge leaps in CTR stood out. Mobile advertising engagement continues to increase in conjunction with the vast improvement in the Mobile web experiences from readability to relevant placement. In comparing the rate of growth compared to Desktop, we noticed an increase in rate of change from 2017 compared to 2018.

Q1 2017
Mobile CTR was 55% higher than desktop.

Q4 2017
Mobile CTR was 68% higher than desktop and 20% higher than Tablet.

Q1 2018 
Mobile CTR was 229% higher than Desktop and 44% higher than Tablet.

Q4 2018
Mobile CTR was 150% higher than Desktop and 19.2% higher than Tablet.

Creative Engagement by Vertical

High-Quality Native Ad Copy:

High-quality Native Ad copy and images are not only desired by expert content marketers but necessary to engage the right consumer. Representing the brand and ultimate destination of the ad can be lost in programmatic. Native Advertisements are a cut above display, and the Creatives should reflect that. Content marketers are recognizing the importance of a specialized creative agency. Bidtellect’s expert creative services team, [b]+studio, leads the industry in creating eye-catching, performance-driven copy and image pairings for clients. We analyzed the number of requests by vertical for each quarter of 2018. Clients on any model from self-serve to full service can request [b]+studio’s services.

Bidtellect saw a 32.5% increase in total requests from Q1 to Q4 2018.

Tech, Retail, Finance, Food & Beverage, Health, and Travel were consistently the top-requested categories for creative across 2018, with Tech, Retail, and Finance being the Top 3 Requested Verticals overall. Generally thought of as “dryer” subjects, Technology, Finance, and Health often requires creative input to make more-engaging Ads or to appeal to the right consumer.

Retail soared as the holiday shopping season took hold; the top-engaging creatives of Q3 and Q4 were often Retail.

Standard Native

Engagement by Contextual Categories:

As contextual targeting becomes more prevalent with evolving data standards, marketers recognize the importance of altering their strategy accordingly. With increasing contextual targeting capabilities, top-engaging categories emerged.

Contextual category defines the category at page level, i.e. this article about the Housing Market on NYTimes.com is a Real Estate category.

It’s unsurprising that Religion & Spirituality emerged as a top category as the holiday season falls in the second half of the year, as do the busiest gift-giving and shopping days and the high ranking Shopping category. The gift-giving season likely contributed to high Technology & Computing article visits for gift research, but continuous, rapid advances in Tech, as well as heavy mention of Technology in the News the second half of 2018 likely contributed.

Contextual categories are provided by Bidtellect’s partner, AdmantX.

About this Report

Bidtellect’s Quarterly Native Report was created to provide advertisers with important insights and trends in the Native Advertising industry. Bidtellect’s platform processes over 10 billion Native auctions daily across 58 million distinctly targetable placements, and this number continues to grow quarter over quarter. We collect data from the start of an auction through post-click consumer activity including but not limited to the metrics captured in this report.

Download Report

8 + 3 =

Research: Bidtellect Native Report 1H 2018

Research: Bidtellect Native Report 1H 2018

Bidtellect Native Report 1H 2018

Each quarter we provide a high-level overview of the Native Advertising ecosystem so that marketers can gain a deeper understanding of their content distribution strategies. This quarter, in addition to trends in Standard Native campaigns, we took a closer look at changes in engagement by device and growing video use.

If there was a story that emerged this year, it is that mobile and tablet engagement is growing at a runaway rate. In her 2018 Internet Trends Report, Mary Meeker reported a significant increase in mobile usage (and identified a ~$7 billion advertising spending opportunity), and the growth in mobile and tablet engagement agrees. Users are not only engaging with content on mobile and tablets at a growing rate, but engaging deeper and more thoughtfully.

We saw a significant growth in video engagement, especially completion of click-to-play videos, proving consumers engage and engage proactively. A valuable content-first strategy has never been more imperative. While Native advertising has often been perceived as an upper-funnel strategy used to increase brand awareness, content now sits at the center of brands’ marketing campaigns and is used to connect and engage with consumers at all stages of the consumer lifecycle to drive results.

Here are the 3 main trends we found for the Q2 2018 report:

01

Mobile and Tablet Engagement is Growing

02

“Deeper Dive” Engagement is No Longer Reserved for Desktop Alone

03

Video Completion Rate
is Rising

Mobile and Tablet Engagement

Engagement across devices grew steadily from Q1 to Q2 of this year, but the most marked growth is in Mobile. Mobile engagement had the largest jump in growth at 14% – twice that of other devices.
Taking a closer look at Mobile and Tablet engagement: from Q2 in 2017 to Q2 in 2018, each grew about 12% from 2017 to 2018.
Growth in Bidtellect’s Mobile and Tablet engagement match the nation-wide trend in Native Ad Spend captured by eMarketer, who measured a 30% growth in Mobile Native ad spend versus just 15% growth of Desktop spend.

“Deeper Dive” Engagement

In comparing time spent on sites this quarter, consumers spent longer on their mobile and tablet devices – with tablet in the lead.
Time on site increased in mobile and tablet, with a greater jump in time on tablet; 11% and 33% in growth, respectively, pointing to a trend of consumers spending more time with content on portable devices. Mobile and tablet devices are no longer reserved for quick searches and clicks, but trending towards deeper, longer, more meaningful engagement once reserved for desktop alone.
This coincides with the results found in Mary Meeker’s Internet Trends Report: mobile usage is up to 5.9 total hours per day and currently 29% of time spent in media (print, radio, TV, desktop, and mobile) occurs on mobile devices. We can expect to see continued growth in mobile and tablet engagement as users are on the phones more often, much longer, and for more important tasks.

Video Completion

Bidtellect offers three Native video types: Outstream (Auto-Play Video), In-Feed Click-to-Play Video, and In-Feed Auto-Play Video. Outstream (Auto-Play Video) had the highest completion rate, a calculated percentage of times that a video is played to the end.
In-Feed Click-to-Play Video had the highest jump in growth from 2017 to 2018 at 143%. That a Click-to-Play type had the highest jump in engagement points to a more proactive, engaged viewer.

Native

Mobile led the way in CTR by device type. At 45% – nearly half – it’s clear the trend goes beyond fat-finger clicks on the phone.
While at this time last year Click Through Conversions were the primary campaign objective, this year CTR leads the way at 47% – almost half. View-Through Conversions emerged as a new priority for marketers as Native video usage continues to expand.

Engagement Score by Publisher Category

8.6

Home & Garden

8

Food & Drink

8.2

News

7.9

Sports

8.1

Personal Finance

7.9

Travel

8.1

Science

7.8

Law, Gov’t & Politics
Not surprisingly, Home & Garden was the most engaging publisher category this quarter as spring cleaning, gardening, and home improvement projects tend to shoot up in popularity in the months leading into Spring, while the News category engagement level captures the notable year in current events.

Personal Finance and Science are new highly-engaging categories compared to last year, as are Travel and Sports. Food & Drink and Law, Gov’t & Politics are typically highly-engaging categories as the former can reach both highly-localized markets as well as broader regions, while the latter has stayed highly-engaging since President Trump took office.

About this Report

Bidtellect’s Quarterly Native Report was created to provide advertisers with important insights and trends in the Native Advertising industry. Bidtellect’s platform processes over 10 billion Native auctions daily across 58 million distinctly targetable placements, and this number continues to grow quarter over quarter. We collect data from the start of an auction through post-click consumer activity including but not limited to the metrics captured in this report.

About Bidtellect

Bidtellect is the leading paid content distribution platform providing marketers with one platform to execute Native campaigns across all formats and devices including text, imagery and video. Marketers leverage Bidtellect’s proprietary real-time optimization algorithms, first- and third- party data targeting, advanced KPI optimization and a team of industry experts, to drive real results for paid content distribution campaigns to deliver smart advertising. Bidtellect delivers access to the world’s most expansive Native ecosystem of premium placements in order to achieve unparalleled scale.

The company is headquartered in Delray Beach, Florida and was launched in 2013 by the digital media industry’s most successful ad tech pioneers.

Want to learn how to make quality content experiences for your consumers? Contact us at marketing@bidtellect.com to learn how!

Download Report

13 + 7 =

Research: Bidtellect’s Quarterly Native Report Q4 2016

Research: Bidtellect’s Quarterly Native Report Q4 2016

Research: Bidtellect’s Quarterly Native Report Q4 2016

Bidtellect’s quarterly report analyzes the billions of data points flowing through our Native Demand Side Platform (nDSP), to reveal important trends and insights into the Native advertising ecosystem for marketers currently executing Native campaigns and those looking to learn more. This quarter we decided to take a deeper look into Native video as marketers are creating more video content to incorporate in their media plans.

The fragmented digital media landscape has caused marketers to struggle with creating the right content for the right distribution platform. Understanding how video content is performing is critical for marketers to be able to create relevant original content for each destination. Native video formats emerged as a way to solve for this major obstacle in the ecosystem. It allows marketers to identify how a specific video is performing and ensure that they are reaching consumers with engaging content in organic and relevant environments.

Here are the 3 main trends and takeaways we found in Native video and standard Native (In-Feed, In-Ad and Recommendation Widgets) throughout Q3 and Q4 2016:

Native Video is Growing…Fast

An increasing number of marketers are incorporating video based content into their holistic marketing strategies, and as they are seeing success with campaign objectives and consumer engagement, they are investing more heavily. More than ever, content marketing is becoming a central component of any brand’s strategy, and including video in that solidifies a well rounded, immersive content plan. People are consuming an increasing amount of video content online and brands know that they need to be reaching them with quality video content in organic, relevant environments.

In-Feed Delivers Engagement for Native Video

Similar to what last quarter’s report found with standard Native In-Feed, Native In-feed video is the most engaging Native video product. The user-initiated video is consumer friendly, non-intrusive and provides the most qualified, engaged user for a marketer. In fact, 40% of users that click to watch an In-Feed video go on to click on the landing page. Because of its highly engaging nature, In-Feed can be most useful when targeting consumers that are lower in the funnel and for campaigns with conversion objectives.

The autoplay products can be more beneficial for reaching consumers in the upper funnel and with branding and awareness campaigns. For more details on the difference between each video product, and how to best execute Native video for your campaign needs click here.

Marketers Continue to Consolidate

The sophisticated technology available today enables higher levels of productivity, enhancements in workflow efficiency, more precise measurement and optimization and ultimately, better performance and results. As brands continue to execute cross-device and cross-platform campaigns, media buyers are seeking a more efficient workflow process and are moving toward consolidated platforms. We are seeing this on our platform as the number of brands executing both Native video and standard Native programmatically continues to rise.

Native Across Device

People are actively consuming content across devices. The report found that CTRs were 200% higher in Q4 on mobile devices than desktop. However, we are still seeing deeper engagement on desktop. Although industry initiatives continue to push for greater mobile content experiences, (AMP etc.) consumers are still struggling to have the same level of meaningful engagement on their mobile devices.

How Are Consumers Engaging Across Publisher Categories?

November’s election generated enormous buzz and conversation it’s no surprise that News and Law, Gov’t & Politics were two of the most engaging publisher categories in Q4 2016, both showing average Engagement Scores of over 9.

Reach out to marketing@bidtellect.com with any questions, and click here to download a PDF of the full report. Bidtellect-Q42016-QuarterlyReport-Jan2017