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!

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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