Native advertising spend is expected to reach $21 billion by 2018, according to a BI Intelligence study. There’s a huge opportunity for tech PR agencies to start using this tactic early on, and the rewards can be great. MediaPost outlines the benefits of a native advertising strategy.
The native format — based on content rather than graphics and text captions —opens up a whole host of engagement and attention metrics that give publishers and their clients deeper insights into their consumers. For example, last year, Upworthy announced it would embrace “time-spent” as a better metric of reader engagement than traditional stats. And most recently, premium publishers — Conde Nast, Forbes, ESPN, and others — were reported to be following this trend.
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