While native advertising is still an essential part of the ad toolkit, digital marketing is seeing a shift towards sponsored content in 2018.
New data released from eMarketer shows a decrease in native social advertising from 84% to 82%, as budgets are being relocated to in-feed sponsored content hosted on more specialty publishing sites.
Native ads can be classified as the advertising shown on social channels that resembles the look and feel of the brand e.g. display ads, videos and programmatic shown on Google or Facebook sidebars.
Sponsored content is advertiser-produced or supported content that is given a similar place to a publisher’s existing content, either in a feed, or as an internal page on the publisher’s website.
Audiences that are on their preferred publisher’s websites are hungry to educate themselves by consuming content. They’re open to discovering something new on their feed, so the CPA (cost per acquisition) is often lower for sponsored content is lower than native display ads.
Scientists visit ResearchGate to educate themselves and engage with scientific content. When companies align themselves with this by producing educational content posts, the higher the engagement they see.
Advertisers can upload relevant content through their ResearchGate Institution Page and promote it through an in-feed ad that looks like the platform. Find out more about our ad solutions here.
