What makes a reader click on a headline? What devices get the most clicks? Which advertisers have the most success in native? That's exactly what the good folks from Polar set out to investigate in their latest benchmark on native advertising.
So far, they have collected data from 2000+ Publisher Brands, 6000+ Campaigns and 45,000 Creatives using their platform to gain insights on premium native advertising. The data speaks for itself in this report.
If you are not up for reading the report from one end to the other, here are some of the insights gleaned from the full report.
Mobile monetization remains top of mind for publishers looking to modernize their revenue and content programs and the data backs up these efforts. Smartphone and tablet clicks on native advertising blows desktop out of the water, and these numbers dwarf those of users clicking on traditional display advertising.
Promotion of sponsored content is the key to its success and publishers use any advantage they have to ensure their readers are clicking through to the content page. Numbers in headlines, question marks, character length and more all impact the effectiveness of a premium native ad's promotional unit. Using the data mentioned above, we are able to look at the big picture when it comes to headline performance in premium native.
When pitching direct sold native advertising and sponsored content to potential brands and marketers, it's important to know which advertisers have the most success with native. Choosing the right partners when it comes to premium native, and making sure they align with a publisher's brand goes a long way to establish constant success in CTR, time-on- site,
These are just some of the many takeaways from Polar’s in depth look at the State of Premium Native Advertising.
Story by Anders Engbjerg Vinderslev
Anders Vinderslev is a trained journalist and former editor and key contributor to the NAI blog. He has, according to himself, produced some of the most thought-provoking and impactful reporting on the state of native advertising. Today he works as a content creator and editor at Brand Movers, but from time to time he will deliver spicy takes on native advertising and sponsored content here at the NAI blog.
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