Content Distribution, Executive's Corner, Native Advertising, Paid Media, Social Promotion, Technology

2015 is widely considered to be the year that digital content marketing advances from a fringe consideration among advertisers to a more respectable line item in the overall marketing budget – with native advertising investments projected to increase 34 percent to $4.3 billion, according to Ad Age. Marketers are expected to dedicate as much as 25 percent of their budgets to content-oriented executions in the new year, likely to account for increased demand in more complicated deliverables such as video and interactive infographics.

Publishers are also expected to deliver more sophisticated content marketing extensions for their clients, as more intense competition for higher-yielding marketing dollars is anticipated. The increases in native advertising investment with relevant publishers are certain to drive further innovation in terms of higher impact native display products. It will also increase innovation in terms of content management system integrations across desktop and mobile platforms, as well as along the spectrum of social channels inherent to a given publisher.

“As brand dollars continue to be added to or shift from traditional and paid media to content marketing, the pressure will rise on proving its value,” Meredith Kopit Levien, EVP Advertising at The New York Times, told The Guardian. “Brands and their content marketing partners will get more strategic about how to measure the ROI of their investment in content. Yesterday it was fans and likes; today it’s pageviews and social reach; 2015 will be about attention and deep engagement, and how they impact a company’s sales, sentiment and reputation.”

Programmatic content distribution remains an unfulfilled promise

However, while the projected investment increases in content programs offer welcome news to marketers, producers, and publishers, programmatic content distribution remains one of the more persistent problems facing content marketers.

Lingering concerns over native display viewability through programmatic channels – coupled with meaningful impression fraud due to the persistence of ever-evolving bot technologies – are undermining the promises of efficient content distribution put forth by the many players that have long advocated solutions in real-time bidding (RTB).

Viewability remains a cornerstone issue heading into 2015. While the Media Rating Council established viewability as a currency earlier in 2014, marketers and their advertising agencies are moving toward 100 percent viewability in their video and digital investments. This higher accountability will put considerable pressure on RTB providers.

But fraudulent impressions may do more to undermine marketer comfort with programmatic channels. In fact, marketers could see substantial losses to bot traffic – anticipated to be as high as $6.3 billion in 2015, as MediaPost reported.

According to the recent study conducted by the Association of National Advertisers and White Ops, 17 percent of all programmatic advertising traffic was delivered to bots. When accounting for the fraudulent impressions, the cost-per-thousand (CPM) efficiency of native display distribution through RTB means is diminished enough to render it nearly on par with buying inventory directly from the publishers composing a given site universe.

The shortcomings in programmatic content distribution present a notable challenge for smaller niche publishers who rely on the long tail of audience scale in programmatic audience-oriented solutions. Until the RTB platforms can deliver solutions that are trusted by the broader advertising industry, content marketers may balk at a programmatic distribution solution put on the table by a scale-challenged publisher.

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Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

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